Don’t look now, but the pressure to provide superior customer service just got even greater. According to new research from eConsultancy, the customer experience is becoming more and more important because products and services are increasingly commoditized. Companies—especially those, like small businesses, that can’t compete on low price alone—are finding customer experience is the best way to differentiate themselves from the competition.
While the report focuses on retail businesses, I believe these three lessons apply to just about any company:
- Customers expect consistency. Today’s consumers want their experience with your business to be the same, no matter whether they’re interacting with you in person, on the phone or via email. If your website conveys a lively, fun and lighthearted brand, but your customer service reps are dour and unhelpful on the phone, you’re in big trouble. If your phone reps provide efficient and helpful customer service but your website is clunky and hard to navigate, you’re in trouble, too.
- Customers want personalization. Are you using tools such as customer relationship management (CRM) and help desk software to gather, analyze and share customer data? If your customer service reps have quick access to data on a customer’s past behavior, for example, it’s much easier for them to provide personalized service—which creates a bond with the customer and smooths ruffled feathers if there’s a problem. In the long run, a personal approach to customer service helps build lasting relationships with customers, increasing customer loyalty (not to mention your business bank account).
- Customer satisfaction is one measure of customer service—but it’s not the only one. While 63 percent of companies measure customer experience based on customer satisfaction surveys, making this the top measure used overall may be a mistake. Customers aren’t always honest or accurate in such polls. Even if they are, you’ll get a more well-rounded picture of how they really feel if you also measure 1) the size and growth of your customer loyalty programs and 2) the percentage of returning customers. (Average order size and total revenue are other measures many companies use to track customer satisfaction, but the report notes these can be misleading, as someone who buys from you today may not come back tomorrow.)
By following these tips, you can boost your service quality—and build your customer loyalty.