Customer experience is the perception that customers have of a brand. It can be a single experience or a series of experiences at different touchpoints across multiple channels. Customer service is an important touchpoint.
Depending on the target audience, customer service has different meanings and roles. For businesses, it is a channel for interacting with customers to enhance satisfaction and loyalty.
The importance of a good customer experience
Customer experience demands higher standards in today's economy. Rapid growth in many industries (such as e-commerce) has increased competition. Businesses no longer compete solely on price and product quality. Today, brands need to stand out from the crowd, differentiate themselves in a competitive market, and improving customer service is a sustainable way to do this.
Here are some ways businesses can provide a better customer service experience:
1. Self-service,
Self-service: Self-service.
Customers are becoming increasingly knowledgeable about smart applications, and there are more and more "self-service" solutions. Gradually, customers will not want to call you when they need support. However, it is important that you can provide an alternative solution.
Self-service options should be placed at the right time to be most effective, which is usually before the purchase. Sometimes small details or frequently asked questions can work wonders.
2. Experiences that follow a predefined script versus free-form experiences
Customer service based on a predefined script versus service without any script means that the steps in the resolution process are set versus customized resolutions. Which is better? It's not a choice between the two. It's about finding the right balance to provide the best experience. Scripts or processes, while not the most flexible option, are actually very important. Having a script is beneficial in obtaining initial information from customers. This can help guide customers in the right direction.
However, a draft-based service will not lead us to the final solution. It does not take us from the initial point of contact to a suitable solution, so we easily deviate from our plan. Different customers have different requirements, needs, and concerns. Therefore, ready-made answers may seem like customers are listening, but that is not the case. We know the importance of a customer listening to us. Sometimes, not following a script is necessary to provide a more positive experience.
3. Single Channel vs. Multi-Channel
Customer service is typically available in one of two ways. It can be through a single channel, such as your own website, or through multiple channels. There are certain advantages to single-channel solutions. They are 'clean'. It is easy to track who has done what and what stage the customer is at in their experience. Multi-channel customer service is a combination of both.
Google often talks about 'small moments'. These are small opportunities that need to be seized when customers decide they need a solution. They need help anytime, anywhere, using whatever platform is most convenient. Usually, this platform is some form of social media. The important thing is that we are present where our customers are.
Tips for providing customer service experiences
Delivering an exceptional customer experience is a challenge for businesses, but it is not impossible. Have you considered investing in staff training? Customers often feel frustrated with customer service, which is a common occurrence. Understanding the best way to handle emotions is a crucial factor.
Training may also include other important aspects, such as playing within the protocol. To provide good customer service, it may give customers what they want. Sometimes, this is a responsible choice. It may lead to promises or assurances that we cannot meet. This could be due to time, capability, or going beyond what the protocol allows. We cannot always satisfy a customer. What we can do is ensure that we provide them with the best possible service experience.
How is your customer service?
If you're unsure how your customers feel about the customer service they receive, ask them! Customer service surveys can provide valuable insights into the quality of your service. They can also highlight areas for improvement. You can capture data using a visitor management system to track.
You can also use feedback collection tools through chat software. Bad experiences will always happen. What we can do is minimize those bad experiences.
