Most technology is non-differentiable. Which means we can’t leave to finding the differences with features alone.
So where does this leave us?
Branding. Your brand is simply how customers talk about you. Sure, things like colors and messaging matter, but if you fail to align your organization’s story with your actions, even the best logo won’t save you.
Your interactions with customers will directly reflect on what they say about you, and in turn, reflect their perception of your brand. Delivering happy customer service is easy in concept, but difficult in practice.
Let’s look at some ways we can accomplish some good customer service.
Make your digital customer experience different:
For those who have grown-up in an app-filled world, they expect technology to just simply work. To avoid becoming obsolete, leverage some of today’s ecosystem of websites, mobile apps and social communities with real-insight, and fit all of these components into the daily lives of your highly-connected customers. Because your customers expect to interact with you via many different digital touch points, their successes are shaped and determined by how well you’re able to map and understand the evolution of customer behavior (Customer transformation from users to creators, higher and speedier demands from every type of experience, data-driven personalization of interactions, for example).
Why does it matter?
Customer service in a technology developed world plays a key in how customers will think about you. Customer service is your primary communication channel with customers. Use it to craft the best perception of your company and your brand. Doing this builds sustainable, profitable relationships with your customers.
A loyal customer base, where individuals have attached and associated themselves to your brand, becomes a massive asset. The easiest way to measure the return on that investment is through word-of-mouth, where your customers wax lyrical about their experiences with your brand and your company.
Give them a voice
Your customers expect to be heard. The companies who pay attention and give voice to their companies are the most successful ones. You don’t need to become Yelp or Amazon, full of consumer products with their review displayed, but you do need to enforce transparency of some kind.
Collect the feedback you need to make your product(s) even better! Sometimes it might be uncomfortable, but it’s the best way to know what your customers are thinking and what needs improvement.
Help your customers help themselves
According to a recent Forrester survey, web-self-service is the most common mode customers use for support, exceeding the phone for the first time. What does this mean? Your customers will continue to demand seamless interactions with web and mobile self-serve channels, with access to the right content. A no fuss, self-empowered channel to solve a problem is still regarded as the most friendly and efficient way to accomplish this. Though if that isn’t the best resolution, still have another way for customers to get in touch with you such as phone and email.
Build a feeling of home
Build a home by building loyalty. Give customers the recognition they deserve, address their concerns, wowing them with speed and efficiency, practice patience and empathy, and welcoming them into your services. Whether it’s interacting with them via social channels, marketing campaigns, etc., stay in touch with them as you would do friends. Any style of putting humanity back into your service will allow you to play the better, perfect host.
