What is the most important thing you can do to improve relationships with your customers? The answer is as obvious as it is overlooked. No matter how great your product is or how talented your staff is, one of the things that customers are most likely to remember is the direct interaction they have with your company.
Bottom line, your customer service team is often the face of your company, and customers’ experiences will be defined by the skill and quality of the support they receive.
A strong company will already have great customer relationships. But a smart company will always be asking “What is good customer service?” Good customer service centers around carefully listening and attending to your customers’ needs and desires. If you are not constantly on the lookout for opportunities to improve your customer service, then your relationships will stagnate.
Strengthen your customer service skills:
First, it’s important to make sure that your customer service team has the right skills for your managing customers’ needs. But what skills should you be looking for in a customer service rep?
- Empathy, patience and consistency. Some customers will be annoyed; others will be full of questions. And others will just be chatty. You must know how to handle all of them and provide the same level of service every time.
- Every customer is different, and some may even seem to change week-to-week. You should be able to handle surprises, sense the customer’s mood and adapt accordingly. This also includes a willingness to learn– providing good customer service is a continuous learning process.
- Clear communication. Ensure you convey to customers exactly what you mean. You don’t want your customer to think he’s getting 50% off when he’s actually getting 50% more product. Use authentically positive language, stay cheerful no matter what and never end a conversation without confirming the customer is satisfied.
- Work ethic. Customers appreciate a rep who will see their problem through to its resolution. At the same time, you must have good time management skills and not spend too much time handling one customer while others are waiting. Stay focused on your goals to achieve the right balance.
- Ultimately your customers rely on you for their knowledge of your product. Stay informed enough to respond to most inquiries and know where to turn if the questions become too detailed or technical for you to answer. But don’t be afraid to say “I don’t know” either. Customers will appreciate the honesty and your efforts to find the right answer.
- Thick skin. The customer’s always right… right? The ability to swallow one’s pride and accept blame or negative feedback is crucial. Whether your team works directly with customers or looking for feedback on social media, they’ve got to keep the customer’s happiness in mind.
Look at every touch point
A bad customer experience at any point in the customer life-cycle can ruin your relationship. In addition to making sure the right skills are demonstrated, you need to be sure they’re being demonstrated consistently. Pay the most attention to key touch points, but make sure you have a full view of the customer experience, or you risk lapses in service that can really hurt business.
Improve your customer interactions
If your staff has the necessary skill set, that’s a good start. But they still need to relate to your customers. Here are some tips for making sure customer service is both thorough and well received:
- Ask reps to try to identify a common ground–like shared interests–with the people they help. Having this point of understanding makes conflict easier to overcome by humanizing the relationship, and it endears customers to your rep (and ultimately your company).
- Practice active listening so your customers feel heard. Clarify and rephrase what the customers say to ensure you understand them. Empathize with and reflect their feelings by saying things like, “That must have upset you” or “I can see why you feel slighted.”
- Admit your mistakes, even if you discover them before your customers do. This builds trust and restores confidence. It also allows you to control the situation, re-focus the customer’s attention and resolve the issue.
- Follow-up after a problem is solved. Make sure the issue stays fixed and that your customers were satisfied with the service. Sending an email, or even a feedback survey is an excellent way to let the customer know you’re still on their side.
Give your customers a way to provide feedback
No matter how proactive you are, you’ll never be able to get in front of every customer issue. To make sure you learn about the good, the bad, and the ugly experience your customers have, create an easily accessible way for customers to give feedback.
Whether it’s a phone survey at the end of a service call, an email survey sent directly from your CRM tool, or a form on the “Contact Us” page of your website, creating a means for customers to give feedback makes it easier for you to learn what needs improvement. It also helps keep unhappy customers from voicing their displeasure on highly visible places like your social media pages.
Whatever steps you choose to take, remember feedback’s importance to customer satisfaction. Unsure what your strengths and weaknesses are? Don’t know why the numbers are dipping? Make an effort to get closer both to your customers and your reps.
Not only will you discover touch points and skills that need improvement, but your customers will see that are dedicated to providing top-notch, proactive customer service.