The old saying that “the customer is always right” has never held more importance. These days, providing great products and service is not enough—great experiences matter the most. In this digital age, customers may easily praise or criticize your brand on social media, enticing your competitors to step in and lure your followers away. To create the kinds of experiences that win loyalty, make your customers the top priority–and avoid these six costly mistakes.
Customer engagement begins with excellent communication. This can range from the brand vocabulary used in marketing campaigns to the tone and language of your customer service agents. Examples of poor communication might include using terminology customers cannot understand, asking customers to repeat information, and posting conflicting information across brand platforms such as the website and social media. In every facet of the customer experience, ensure that your employees are communicating clearly and consistently while always promoting the same brand values.
Making your customers work too hard
Customers want effortless experiences. This means that they should not lose time connecting to an agent, have trouble navigating your website, or wonder if their payment has been processed. Employing technologies such as prioritized callback systems and visual IVR saves customers time and makes sure that they are routed quickly to the most qualified agents. In addition, good design is essential to both your web and mobile interfaces. Customers should be able to obtain information quickly and ask for assistance without any trouble.
Ignoring feedback and reviews
While criticism may be difficult to accept, customer experiences cannot be improved without careful attention to negative feedback. Ignoring comments from surveys, social media platforms, and review websites prevents your brand from understanding where you might improve. Address customer concerns, and follow up with these customers once improvements have been made. On a positive note, happy clients are just as likely to share their enthusiasm on these platforms—so why not reach out to them and show your gratitude?
Neglecting your employees
Your employees are the pulse of your company, and they should be valued as much as your customers. In all departments, seek their feedback in order to determine how your company as a whole might function better. For example, you may learn how the sales and customer service teams could work better together by using customer data more efficiently. Provide employees with regular training and mentoring to help them develop their individual skills with confidence.
Not respecting customer privacy
Customers need to feel respected at all times, and that means valuing their privacy. Overwhelming them with marketing offers they don’t want, contacting them at random hours, and using their data without their permission will make them abandon your brand. It’s therefore essential to disclose how their personal information may be used, and they must be given the right to opt out of anything that makes them uneasy.
Assuming all customers have the same preferences
Every customer has a different definition for great service, making personalization a critical part of your company’s strategy. For example, Accenture states that 51% of U.S. consumers are loyal to brands that interact with them on their preferred channels. Contacting customers on random channels, sending marketing offers that don’t match their interests, and speaking to everyone in the same tone just won’t win their loyalty. Personalize every interaction to ensure that each individual receives the experience he is looking for.
Your brand may feel it is impossible to please all customers. While it may be difficult to create wonderful experiences all the time, knowing where to begin and which mistakes to avoid can set your company on the path toward long-term success. To deliver the very best in customer service, learn about Vocalcom, a global leader in cloud-based contact center software solutions and premium omnichannel customer interaction platform for great customer experiences.
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