Customer service is a direct reflection on your business and your brand. Consequently how you manage your customer care is important. Poor customer care could result in the loss of customers and ultimately damage your reputation. Great customer service can create loyalty, bring in new customers and give you the edge over your competitors.
We now live in a society where social media and customer review sites are part-and-parcel of the business world and although they are both excellent vehicles for positive customer feedback, it also means that negative consumer experiences are out there for everyone to see – sometimes before you’ve even had the chance to deal with them directly yourself.
58% of consumers are more likely to tell others about their customer service experiences than they were 5 years ago
Ensuring that your small online business or start-up is offering all it can in terms of excellent customer care is essential for the long-term success of your business.
Impact of poor customer service
- 82% of consumers have stopped doing business with a company due to poor customer service
- 44% of customers switch to a competitor following inadequate customer care
- 55% of customers intending to make a purchase have walked away due to poor customer service
Impact of great customer service
- 50% of customers will use a business more frequently after a positive customer experience
- 40% of customers will begin purchasing from a competitor because td the reputation for great customer services
- 86% are willing to pay up to 25% more for a better customer experience.
7 customer service tips to help your business stand apart
As a small online business or ecommerce start-up, you are unlikely to have an all-singing, all -dancing customer service call centre to hand. Chances are it is going to be you fielding the majority of calls and emails. We’ve outlined some simple tips that are easy to implement, cost-effective and could make a big difference in terms of customer satisfaction.
1. Offer that little bit extra
Going that extra mile for a customer won’t cost you much but can pay dividends in terms of customer loyalty and repeat business. A little extra effort on your part – for example getting something in the post to a customer on the same day or going a bit above and beyond the call of duty to deal with a query or issue – will be noticed and appreciated by your customers. In the days of automated customer services, long waiting times and being passed around from pilar to post, you have the great advantage of still being able to personally deal with many of your customers directly – it’s your chance to establish a solid relationship.
2. Walk in your customers shoes
If you don’t understand your customers and recognise their needs, how can you be certain you are offering them a positive customer experience? Get to know you customers (and as we mention before you are in the great position of being able to have direct contact with your customers so use those moments to find out a bit more about what they like and don’t like about your business), think about their customer journey from start to finish and see what you can implement to improve their experience. Having a good understanding of your customers will enable you to deliver the service they want.
3. Be flexible.
There are times when a little bit of flexibility will reap rewards for your business in the long-term. Of course you will need to make a judgement call on each individual situation after all you are in business to make a profit, but a little bit of give now and then, particularly when you know you are dealing with a loyal customer, can be a great way to give a customer the feeling off special treatment. For example perhaps honouring a promotion or sales voucher when the deadline has passed or accepting a return even if it doesn’t quite meet your criteria. Remember it is far more cost-effective to keep an existing customer than to acquire a new one. So where you can offer customers some flexibility – you’ll find it will be appreciated.
4. Save precious time – pre-empt simple queries
Of course, dealing with customer queries yourself is great for getting to know your customers and for relationship building, but the reality for a small business owner is lack of time means that having to deal with all customer queries is a potential headache. It is essential that you set up a way to deal with the most frequently asked questions and queries – ones that are simple and straightforward to deal with . This will include simple things like your return policy, shipping times, opening hours, product descriptions, set up instructions and so on.
Think about the calls you take and emails your receive. What are your most frequently asked questions and which ones don’t require a telephone or email response. Set up FAQ page and put all those kind of queries on to there. Make sure your FAQ page is clearly marked on the website and direct people there in your initial order confirmation emails and paperwork. It will save you time, enabling you to concentrate on the customer queries that require a little more personal attention.
5. Start with ‘sorry’
Even if you seriously question whether you should be saying ‘sorry’ always start your response to any customer complaint by saying that you are sorry that your customer has experienced a problem. This is simple good manners and not an admission that the fault is yours. It takes the wind out of a customer dissatisfaction and shows that you are genuinely concerned that your customer is unhappy enough to take the time to make a complaint. Acknowledge if you have made a mistake and don’t try to pass the buck. Your customer isn’t interested in whose fault it is – they just want their complaint listened to and dealt with quickly and efficiently. Remaining polite, well-mannered and professional at all times is essential no matter how frustrating the phone call or email .
6. Have clear guidelines in place
There may be times where other member of your team will need to step in and deal with complaints on your behalf. If this is the case with your small business, then it is imperative that you have clear guidelines in place. Not only on a practical level so that the issue can get resolved in your absence but also in your company’s overall approach to customer service. For example all members of the team should be clear on the kind of service they are expected to offer customers all such as being friendly, polite, approachable, professional and communicating clearly and effectively.
7. Respond to negative comments
Social media and customer reviews sites mean that even with the best effort in the world you will be faced with a disgruntled customer who will post a negative review. How you handle negative feedback is important. The difference between dealing with an unhappy customer via email or on the phone is that any negative comments posted on social media or customer review sites are there for everybody to see. It is really important to respond quickly and efficiently to comments. Apologise upfront for any inconvenience caused – showing you take the complaint seriously, be honest and remain professional and polite at all times – no matter how unfair you deem the complaint to be. To ensure the comment doesn’t escalate if it is appropriate take the comment offline to deal with – as in the IKEA example below:
Don’t underestimate the importance of great customer service . It doesn’t cost the world and even implementing some simple practices can make a real difference to how you are viewed by customers and potential customers. A little bit of extra effort can pay dividends in the long-term.
We’d love to hear your thoughts on what great customer service means so please do leave a comment.