How do you create a great customer experience?
I’ve worked in customer service for over 12 years and I’ve learned that creating a remarkable customer experience involves 3 key stages: the initial interaction with sales, the dedicated efforts of the customer service team, and the effective handling of customer complaints. In other words, a superior customer experience is the result of the sales team’s ability to sell it, the customer service team’s commitment to provide it, and the leadership team’s dedication to enforcing it.
Customer experience starts with sales. Having the sales team set clear and realistic expectations concerning the products or the services that will be provided is of the utmost importance. I need to underline this fact because typically the sales team has a concerning habit of overselling, which unfortunately leads to post-sales teams consistently underdelivering.
I advocate for honesty and transparency when engaging with clients, particularly by providing clear insights into the capabilities of your products or services. Failing to do so would ultimately lead you down a path of failure. After all, what purpose does it serve to relentlessly chase customers if you are unable to retain them? Here’s a powerful idea to discourage your sales team from overselling: implement a commission structure that takes into account both closed sales and customer lifetime value.
An exceptional customer experience is linked to the quality of the interaction between clients and the customer service team. Even if your product is exceptional, poor customer service will inevitably result in the loss of clients over time. So what is exceptional customer service? I like to break it down into 4 elements: (1) easy and fast access to the customer service team, (2) customer service rep competence, (3) human touch and (4) customized experience.
Clients want to have the ability to easily and efficiently reach your customer service team. The last thing anyone wants is to waste valuable time searching for your customer service number, only to endure 30 minutes waiting in a queue. Therefore, streamlining the accessibility to your customer service team is crucial to providing a great customer experience. Here are a few tips to help you with increasing accessibility: make your contact information visible and easy to find on your website, implement an IVR system to effectively filter incoming calls, adequately staff your team to provide prompt assistance.
How many times have you had to deal with a customer service rep who didn’t know what they were doing? That was frustrating, wasn’t it?! So make sure that you build a customer service team that you yourself would find delightful to interact with as a client. Keep in mind that the rep’s competence is built through proper training and constant support and feedback from their supervisor. A competent customer service rep knows the products and services inside out and masterfully uses the tools and the technology put at their disposal. Furthermore, they have the ability to formulate clear and specific answers to the customer’s questions.
Empathy, a sense of urgency and proactivity are essential elements that can effectively enhance the interaction with your customers. Infusing a human touch into the interaction demonstrates a genuine appreciation for their value as a client and your willingness to invest in the relationship. Therefore, train your customer service team to treat all of your customers humanely.
Nobody likes to be treated like a number. Furthermore, over 40% of customers leave a business due to the lack of a customized experience. Hence, it is imperative to train your customer service team to craft a tailored experience for each customer. Leveraging a CRM system can assist your customer service reps in swiftly reviewing prior purchases or concerns, enabling them to adapt their approach to suit the individual customer.
Effectively managing incidents through the client lifecycle can significantly impact whether a customer chooses to stay with your business or leave. The ability to listen and address customer concerns is highly valued by clients. To foster this, consider implementing a customer satisfaction survey that allows customers to openly share their experiences. As the business leader, it is your responsibility to analyze this feedback and create strategies for enhancing their experience. And remember that acknowledging a customer’s concerns is the first step toward rectifying any issue. So make a habit out of reaching out to dissatisfied customers, listen carefully, take notes and demonstrate genuine care for their feedback.
In conclusion, shifting your focus from solely closing deals to building robust, long-lasting relationships with your customers is a strategic approach that can yield remarkable results. Remember that by fostering a culture of care and genuine concern for your customers, your business has the potential to thrive and flourish.