How to maximize the benefits of customer service

by Roberta Salzano on 11/14/19

The order is delivered, the service has been provided... mission accomplished? You wish! The customer relationship has just started. One of the major benefits of customer service is creating customer loyalty. Once the transaction is done, any company must work to reach the best customer satisfaction level through its customer service.

With nearly 63% of consumers demanding quality customer assistance, it is clear that customer services require all the necessary care to become a key factor in customer satisfaction and loyalty. Besides, it is a marketing showcase for your brand, not only to your customers and prospects but also to your competitors. In this sense, innovation and the integration of new technologies can provide a competitive advantage.

Whether it is a return, repair, or technical problem, or a request for information on current offers, prices, or the guarantee of a product, customer service management becomes a priority. Well managed and integrated into your customer care policy, this will have a positive impact on your revenue too. So how can you do better? Discover the keys to the efficiency of your customer care service and find out our tips to make the most of this pillar of customer relations.

What is customer service?

Customer service refers to the range of provisions given to customers before, during, and after the sale, depending on the company's activities and core business:

  • follow-up after the purchase of a product,
  • maintenance,
  • troubleshooting,
  • return or exchange, etc.

Customer service may also include other services, such as delivery, setup of goods or equipment, physical or online assistance to the customer, training, advice, and, more generally, all interactions between the company and customers.

Benefits of customer service

Increased turnover

Customers who are satisfied with customer service tend to be ready to pay more. If you deliver a quality service you will get loyal customers. They are also more likely to try other products or services that you provide.

Customer loyalty

Happy customers become your promoter and would tell friends and family about your company. This will increase the customer lifecycle, increase your profit and decrease customer attrition.

Better public image

A strong brand image is what you need to attract new customers and satisfy existing ones. This will also make your business more competitive on the market and give your company protection in the event of customer service slip-ups.

Employee Morale and Motivation

There is a connection between customer and employee satisfaction. Improving customer service is creating a positive work environment. The less stress there is in the office, the higher is the employee's motivation to work better and develop your business.

Enhancement of brand image

The quality of the goods or services provided is fundamental for your brand image. But so is the possibility of having your problems solved by well-organized assistance:

97% of consumers consider the quality of customer service as an important criterion in choosing a brand.

feedback customer service

Customer service is the entry point to establish quality communication with your customers, but at the same time, it is also the last contact you may have with them: if it satisfies them, it can represent a real added value for your company. Heeded customers, with their needs taken into consideration and treated effectively, will be more able to recommend you and leave a positive review on your site.

On the other hand, any dissatisfaction can damage the brand's reputation, and in the long run, harm sales. Customer service management is therefore crucial. On a well-constructed customer journey, it will then be able to extend beyond simple customer follow-up and build a solid relationship with your customers.

Taking care of your brand image, you stand out from the competition.

A customer loyalty tool

Qualitative customer service can be crucial in the customer's buying decision process, especially for high-value goods. Customers invest in a product, but they also buy the service which goes with it, as a customer experience strategy, which will ultimately result in their loyalty.

It is an open secret that retaining your customers will cost you less than acquiring new ones. The quality of what you sell is essential but is no longer enough. To ensure effective customer lifetime value, your clients must experience great customer service. 

An example of efficient customer service thanks to Omni-digital channels

Even if the telephone is still one of the customers’ favorite channels, diversifying and digitizing contact points may be a winning strategy. To harmonize and ease customer experience, a brand should look for a digital omnichannel to meet the customer’s needs wherever he is: social networks, chats, websites, etc.

Orange has clearly understood that digital platforms can be a source of value: in the increasingly competitive telecommunications sector, the operator made the quality of its customer service one of its top priorities and optimized its management thanks to new technologies. The core of its strategy? To stand out thanks to a careful customer relationship service.

To respond as well as possible to customer expectations, the provider works with RingCentral Engage Digital, a multi-channel interaction management platform, to control the many digital communication channels it has with customers.

It helps manage all communications through a centralized interface, becoming finally more productive and responsive. This tool, which also includes reporting and activities monitoring, makes it possible to optimize the customer experience through customer retention.

6 Tips to profit by making more efficient customer service

Turn your customer service into a profit center

To optimize costs related to this kind of operation, the issue of customer service performance must be integrated into the company's development. Through the implementation of a strategic project at this level of the organization, your team will bring you benefits such as:

  • clearly defined financial objectives
  • a range of services that goes beyond the "problem-solving" aspect to proactively increase turnover (training, remote assistance, etc.)
  • management tools and monitoring indicators
  • the implementation of a realistic approach to track customer satisfaction levels

Automate recurring responses

To facilitate the work of your customer service teams, why not automatically send part of the answers sent? Some questions are often the same - or at least similar - and bring little added value. If it is not necessary to process them through a call center, answers can be automated to free up time for your teams for higher value-added issues and reduce waiting times for your customers.

Moreover, people are becoming more connected every day and tend to want to solve their problems independently and immediately. Nowadays they are looking for answers on their own, at any time, and from any platform. How? Through digital channels.

Thus, dynamic FAQ or chatbot tools can be used to provide as much information as possible to your customers. Solutions such as BOTNATION.AI can support the management of your customer service, by directly addressing simple and recurring issues, and by finding the right contact person in the event of more complex requests.

chatbot customer service

Depending on the subject difficulty, we can see an escalation process from chatbot to customer service

By instantly responding to customers, 24/7, you offer a strong customer service that also lightens the workload for customer service teams by filtering requests. With shortened response time, your customers are reassured, their confidence in your brand increases and your image is enhanced.

Develop your employees’ skills 

We advise you to plan training, such as:

  • business knowledge: to provide quality information and accurate answers. Technicians and consultants must be familiar with their field of activity and their brand to provide customers with quality support;
  • listening skills: to identify the costumers' request, to ensure a good understanding of the problem, and to guide them towards the best solution. Empathy and patience are qualities that consumers expect from a customer adviser;
  • calm and people-orientation: to be kind in all circumstances, be it via calls, emails, or chats. Patience and respect are essential, especially in managing complaints and potentially aggressive behaviors (dissatisfaction, impatience, customer frustration). Customer advisers must be able to adapt themselves to the situation to gain the customer’s trust;
  • communication: to be able to express yourself pleasantly and reassuringly, with clear speech. Let us not forget that the ability to communicate well transmits confidence and remains one of the keys to the quality of customer service.

Personalized Customer Service

A tool such Kizeo Forms can be the missing piece you need to deliver excellent customer service. Let’s picture you sold a fridge to a restaurant, quite an important thing right? Well, something goes wrong and your client calls your customer service panicking because his kitchen is flooded. At this point, you need to create a ticket, send a technical team on-field, and solve the problem. Kizeo Forms acts as a pain reliever that will boost the communication between your team on the field and your customer service. Thanks to the mobile app your team will be able to take note of all the elements of the issues and to transmit them. No need to get back to the office, no need for paper, no time wasted in re-writing reports.

In the same way, the customer service itself will collect information about your consumers. To better exploit all these data, you should encourage the sharing of feedback between teams. Collecting all the teams’ different points of view, you will be able to better understand your customer from a 360° perspective. Analyzing exchanges between departments, you will have an instrument of continuous improvement.

Promote internal communication

Fostering the internal communication you will experience another relevant benefit: taking into account everyone's constraints, employees see their work considered and acknowledged. This will enhance employees’ engagement and motivation. Highly involved employees often have a positive impact on customer satisfaction, and ultimately on business performance.

Customer Experience Management

It is fundamental to measure the impact of your customer service actions. If efforts and policies are made to improve customer relations in companies, it is necessary to develop management tools and implement performance indicators (or KPIs) to measure the effectiveness and profitability of these service activities.

What should be evaluated? This depends on your company. Define goals and choose the best indicators to observe them. Here are some examples of metrics:

  • productivity and responsiveness of customer adviser,
  • quality of the answers provided (by saving replies and in-app documents)
  • level of customer satisfaction (through CSAT Score).

Such a customer success automation tool as FROGED can help you with all the above-mentioned points. This platform for subscription-based businesses helps you to customize all the interactions with your clients using live-chat, personalized emails, and automated messages. FROGED will also measure your customers' behavior for you and compare useful data to improve your company’s customer service.

If you analyze the interactions on the different communication channels, you have better instruments to identify the strengths and weaknesses of your customer service. This gives you room for improvement.

Article modified on 27/11/2020