Jeroen Zuijderwijk
Read all my blogsFocus on customer retention
One of the main reasons for customer attrition is dissatisfaction with a company not showing they understand their customer. Research has shown that customer service directly impacts customer satisfaction and with that attrition rates (1, 2, 3). Having your customer service personalized and targeted on each individual customer is therefore vital. An added advantage to increasing the customer happiness, is
that they are likely to promote your company to other potential customers. Increasing the focus on personalized customer service is therefore an investment that pays off.
But how do you improve your customer service? First of all, customer service is not the one way communication channel it once was for many companies. Customers expect their answers just a few mouse clicks away and will need an easy way to interact with your company if their query isn’t properly answered by the information on your website. In that case your customer expects a personalized and timely response to the interaction they initiated. Customers also expect companies to initiate a personalized and targeted message in case of recalls, warnings or other valid reasons why a customer should be informed. If companies want their customers to be happy they need to provide excellent service to your customers on an ongoing basis. Imminent and enthusiastic response are a start, having a special offer or discount with the hope of up-selling the customer is even better. Every interaction with your customer is a chance to get to know them better and to anticipate on their needs.
Example:
Let’s take a look at an example. Your company offers internet access to consumers. First of all, a customer has to be aware of your service in the region. A potentialĀ customer wants to verify the advertised uptime and connection speed in his region. For this he could contact your customer service, where he expects to get that information. When the potential customer contacts your customer service, you want them to be able to answer this question. Your customer service representative answers the question for the prospect. With the information provided, the prospect immediately wants to sign up. The customer service rep fills out the information provided by the customer. Once the basic sign up information is entered, he is allowed to offer the customer a half year subscription of a streaming service, or free installation support by an on site technician, if the customer selects a faster connection. The customer wants the equipment installed, upgrades his speed and selects the technician for installation. The customer service rep fills that out and as well. The confirmation is sent to the e-mail address specified by the customer. The customer service rep then schedules an appointment with a technician to install the equipment on a date and time best suited for the customer, taking into account the availability of technician. On the selected date and time, the technician shows up at the house of the customer and installs the equipment as agreed. Upon completion of the installation, the customer signs of on the work done.
A couple of months later, the customer calls customer service again, as his internet connection stopped working due to a defect in the modem. He already checked the on-line knowledge article for the potential problems, and confirmed from there that the modem is not functioning correctly. The customer service rep confirms this and immediately schedules a service technician to exchange and install the modem for the customer and pro-actively offers them one month subscription free of charge to settle this misfortune. The customer, who initially wasn’t happy with the not working connection, is now satisfied that issue will be solved and has been offered a compensation. His customer journey touchpoint ends positively and next time he talks about internet access providers he is sure to put in a good word for your company.