For a long time, the customer care process has been considered the "ultimate weapon" to increase customer retention rate and increase customer loyalty. Each business will usually have its own separate customer care process depending on business characteristics and financial capacity, however, there are also many businesses that are in trouble because of losing customers due to poor customer care efficiency.
From that reality, a standardized 5-step customer service process will be a savior for many businesses. In this article, we will discuss the reasons for focusing on the customer service process, and introduce a 5-step customer care process that has been tested and successfully applied to many businesses.
Why should we focus on the Customer Care process?
Leverage of Word of Mouth Marketing
When customers are satisfied with your products and services, they will tend to spread the word and introduce your brand to more people. According to a survey by Esteban Kolsky, up to 72% of surveyed customers would choose to share a positive experience with 6 or more people. On the other hand, if dissatisfied, 13% Of the customers surveyed, 15 would share a bad experience with at least one other person.
This means that if your business has good customer service, each customer will be willing to spread the word and recommend your brand to others. And the lever here is nothing else but a comprehensive and effective customer care process.
Increase customer retention rate
If you are a business, it is obvious that retaining an existing customer is much cheaper than acquiring a new one. According to a HubSpot survey (2021), 73% customers said they are loyal to a brand because of friendly customer service.
To stand out, your business needs to have high-quality products with unique features or functions. However, simply providing good products is not enough. Customer loyalty is based on trust in real people rather than the ideas and values of a brand. Therefore, by interacting with a good customer service team, customers will feel cared for and appreciated, which in turn will make them more likely to feel engaged and want to return.
Customers are willing to pay more for better services
Also according to a survey by HubSpot, 68% Consumers say they are willing to pay more for products and services from a brand that provides a good customer service experience. In a perfectly competitive market, where hundreds of businesses offer the same product, it is not just the product you offer that wins your customers over. Rather, it is the service experience you provide to your customers throughout the buying process and even after the sale.
Why is it necessary to standardize customer care processes?
Merge and synchronize data
Typically, each piece of information about a service or product is stored in a separate database. If a customer service representative needs to provide advice or answer questions about multiple products/services, they will often have to navigate between multiple information items, causing delays in the customer service process.
Understanding this problem, many data synthesis software have been built to help businesses systematize and standardize information sources, and arrange them into categories. By consolidating and synchronizing data, employees in the business can easily apply, manage and minimize redundant operations, thereby improving productivity and customer service efficiency.
Professionalize customer care process
It would be terrible if each business had a different customer care process with different quality. This not only reduces the customer shopping experience, but also confuses the employees and even the management of the business.
Therefore, systematizing the 5-step customer care and applying it to all facilities will help synchronize the entire process, thereby helping customers have the best experience no matter where they are shopping. In addition, another advantage of the 5-step customer care process is that it provides businesses with full information and data to evaluate effectiveness, thereby helping to control quality and promptly repair if necessary.
Increase speed, efficiency and mobility
By standardizing services to the public, optimizing procedures brings more flexibility and agility to processes, avoiding wasted time with unnecessary activities, while delivering the speed and efficiency that customers want and deserve.
Ability to empower
Employees are the ones who directly interact and communicate with customers, but they are often not provided with effective tools to work. Customer service staff often have headaches when "handling" different problems from customers. By having a customer service process; they can always review to find the best way to handle the situation, at the same time, minimizing the possibility of making mistakes.
When you have new employees, customer service processes become even more useful because they allow you to train them faster and more effectively. They will feel confident enough to deal with any issues by relying on a standardized and systematic customer service process.
5 Step Customer Care Model
Step 1: Synthesize and unify customer information
Customers often contact businesses in many different ways, making it difficult for the customer service team to synthesize information. Usually, with each campaign, businesses often have to "revisit" many items, besides, they also miss a lot of customer information if not taken care of carefully.
However, with a standard 5-step process, businesses only need to synthesize and unify customer information once, and later that information will be saved and classified on the system, making it easy for customer service staff to grasp and use. In addition, a standard and large enough database also helps businesses build a general picture of the problems that users are facing, thereby promptly recognizing service quality and making timely decisions.
Step 2: Identify customers
The Contact Center system at Bellsystem24 Vietnam, in addition to synthesizing customer information, also provides the feature of identifying and personalizing customer portraits. The Customer Relationship Management (CRM) process is optimized by regularly updating full information about name, address, year of birth, thereby helping businesses easily implement Marketing, Sales or after-sales campaigns to retain customers.
Another special feature of the Contact Center at Bellsystem24 Vietnam is the collection and identification of multi-channel customers, from retail stores, e-commerce platforms to shopping applications. Thanks to this feature, businesses can easily collect multi-dimensional customer information, grasp insights and quickly update any changes in customer information (if any).
Step 3: Collect, process and respond to customer feedback
One of the important factors that make a professional customer service process successful is how the business responds to customer feedback. In reality, many businesses have sprung up and then quickly died because they did not understand, accept and handle user comments.
To have the best customer feedback response process, businesses need to start by collecting multi-channel comments, including both active and passive. Next, businesses need to quickly process feedback in a unified order to quickly give a convincing response to customers.
In this process, handling feedback is often considered cumbersome and difficult to implement. Bellsystem24 Vietnam's comprehensive customer service solution provides a professional customer handling and feedback process, requiring close connection between related departments, helping businesses smoothly handle all issues before, during and after sales.
Step 4: Evaluate service quality
Evaluating service quality is the core for development. The evaluation process will help businesses recognize the advantages/disadvantages in the process of providing products/services, thereby proposing measures to improve or promote them in accordance with the business. In addition, evaluating service quality is also a way to measure customer satisfaction. When asked about the shopping experience, customers often feel valued, so they tend to be more attached to that brand. From there, the rate of customers returning to buy or recommending products increases, helping businesses increase revenue significantly.
Whether customers are comfortable and satisfied or not can be completely digitized by professional technology platforms at Bellsystem24 Vietnam, providing businesses with comprehensive and accurate data and customer care situation.
Step 5: Mystery shopping process
Mystery shopping is a type of research on the customer experience when shopping or using a business's products and services, as well as the experience of the service that customers receive, through the observation and evaluation of "mystery shoppers".
The customer service process based on internal information and information from customers often has certain errors, because both of these subjects can provide subjective information. Therefore, Bellsystem24 Vietnam's comprehensive customer service solution decided to incorporate the mystery shoppeing method into the 5-step customer service process, and has shown clear results.
Mystery shopping is the process of collecting and evaluating sales services and researching customer experiences from the perspective of a Mystery shopper. Mystery shoppers are often well-trained in expertise and skills, thereby playing the role of customers to observe/collect information to evaluate and report on business services objectively and honestly.
Thanks to the mystery customer research service, many businesses have to "realize" the shortcomings in the customer service process, which even employees or customers often find difficult to recognize. This is also a unique service that creates the resounding success of the comprehensive customer service solution at Bellsystem24 Vietnam.
What is the comprehensive customer service solution at Bellsystem24 Vietnam?
Professional and accurate service
| Pre-sale | In sales | After Sales |
| – Build a pool of potential customers and establish pre-sales relationships
– Support activities: Advertising, Sales, Product/service introduction and promotional programs |
– Help customers complete the purchase process with the highest satisfaction
– Support to answer questions or requests from customers such as further consultation, purchase instructions, order reception |
– Re-care helps increase love, create experiences beyond expectations, thereby increasing the business's customer loyalty index.
– Support product usage instructions, problem solving, warranty, repair, exchange… |
Some other utilities
Bellsystem24 Vietnam's comprehensive customer service solution is not only fully functional but also provides many accompanying utilities to optimize the user experience. The utilities include:
- Omni-channel: Omni-channel helps businesses interact with customers across all brand touchpoints, including: Voice channels, Email, Livechat, Social networks, SMS, Mobile apps, etc.
- RPA Applications: RPA applications are used to automate repetitive processes. For example: Authenticating customers, updating customer information in the system, creating tickets when customers interact on channels, then the system will automatically classify and assign to specialized staff for processing.
- Ticket management: Customers can easily create tickets when customers interact on channels, then the system will classify and assign them to specialized staff for processing. Ticket management helps the customer care process to be faster and more efficient.
- Realtime report: Realtime reports provide a variety of customizable in-depth reports to manage the call center more effectively. Some typical reports include: Employee performance reports, overall performance, interaction journey reports, traffic density by time frame, etc.
- Auto Call: The Auto Call feature allows users to make hundreds of calls with available content at the same time. Helps optimize the cost of implementing telesales and telemarketing campaigns while still ensuring large reach.
- Chatbot integration: Chatbot is a program combined with artificial intelligence (AI) to interact with humans. This tool replaces consultants to answer customers' questions. Chatbots often communicate with users in the form of messages (Textual) or audio (Auditory). Support integrating chatbots to read and understand human queries or speech, thereby automatically providing appropriate answers based on learning communication situations.
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