The essential foundation of good customer service is a thorough understanding of who your customers are, and what it is they want from you. What's the most effective way of achieving this, and seeing concrete results?
Collecting relevant, accurate information about your existing customers is the first step. Looking at the goods and services they are purchasing from you, in what quantities, and the revenue this generates. Going deeper, you can look at who they are regarding personal interests, lifestyle and income. This approach also applies to potential customers, what new markets are you looking to enter?
Everyone will have their own idea of what constitutes acceptable customer service. This is also affected by the type of industry you are operating in, and the price levels you’ve set. Consider what you’re willing to spend on market research in terms of return on investment.
A customer’s expectations will depend heavily on the level of service they’re paying for. Providing different packages from a basic to premium is a good way to manage this. It gives the option of moving up to a higher level if required and encourages new customers who are happy with a “no-frills” service at a lower cost.
The different tiers of service can be decided on by factors such as customer care, available hours, personalisation, as well as add-ons and extras. Be careful that these additional features and bonuses are relevant to your industry and are something your customers are actually interested in.
Sometimes expectations won’t be met, and its important to see where you’ve gone wrong as an organisation before rectifying the problem. Repeating past mistakes could lead to lost business and damage to reputation. Train staff to head off these problems before they arise and emphasise the importance of quality customer service.
Having a dedicated, online customer service portal helps with these efforts, by taking the pressure off of employees expected to respond to calls and emails, often distracting them from other urgent tasks.
SwiftCase is a cloud-based business process management platform that can help you identify and fulfill customer requirements and expectations in an efficient and cost-effective manner.
Get in touch with us today, for a free, no-obligation demonstration.