Good customer service is important for every business because it has a direct impact on overall profitability. Customers are loyal towards brands that deliver quality products or services and where they have built a trusted relationship.
Research from the Harvard Business Review suggests that customers who had the best past experiences spent 140% more than those who had a bad experience. It is important to know and understand the critical mistakes that reduce the chances of repeat purchases and referrals.
Customer Service Mistakes
Customers forced to use one channel of communication
Limiting customers to one channel of communication can be highly inconvenient and frustrating for most people. Providing only a contact form limits your customer’s ability to reach your team when they need help.
Creating multiple channels of communication helps you to meet the needs of all your customers. Customers should have the option to use the phone, e-mail or chat options. Moreover, your website must include answers to the most common questions and offer quick solutions to your customers.
Poor and delayed responses to queries
Customers expect prompt responses to their queries. Social media has given customers 24-hour access to their favourite brands. The American Express Global Customer Service Barometer shows that 42% of people will tell their friends about a good customer service experience via social media, while 53% will express their dissatisfaction about a bad one.
Prompt and accurate responses to customer queries can be guaranteed through efficient social media management and moderation. A team should be dedicated to online customer support, to address concerns promptly and escalate all complaints to the relevant department.
Dissatisfied and unmotivated team
Poor HR policies have a negative impact on overall customer service. Unhappy employees, high staff turnover, frequent absenteeism, underpaid staff, excessive workloads and poor working conditions play a major role in the service that your team offers to your customers.
Organisations must create a happy working environment to boost staff morale for better performance. Hiring the right team and offering adequate training is essential. An open door policy also allows your employees to bring up suggestions and concerns that will help your organisation become more efficient.
Demanding and complex processes
People do not like to waste time during their shopping experience or when expecting service delivery. Complicated and lengthy processes tend to divert customers towards brands that deliver services in a much simpler way.
To overcome this obstacle your organisation’s processes must be as simplified as possible. For example, when customers visit your website, the landing page experience should be effortless with clear call-to-actions (CTAs). Your employees must also have a clear understanding of your company’s procedures, in order to effectively relay messages to your customers.
Delegate Customer Service Functions to Skilled Staff
Outsourcing customer service functions to virtual assistants ensures that your organisation has a team dedicated to fulfilling your customer’s needs.
Today, more consumers begin a customer service interaction online, as opposed to on the phone or in–person. Therefore, opting for a virtual customer service team allows your organisation to focus on its core functions, while the extension of your team focuses on delivering excellent customer service.