Dana Averbouch. Lisa Clark. Jeremy Payne. Nigel Dunn. Nicola Brookes. Paul Dunne. Frank Sherlock. Colin Hay. Related Reports. White Paper: Video in the Contact Centre. Get the latest exciting call centre reports, specialist whitepapers and interesting case-studies. Choose the content that you want to receive. Weekly Newsletter. Editors Pick. An Action Plan for Customer Empathy.
Upcoming Webinars. Thu 18 Nov Thu 27 Jan Latest Resources. Upcoming Events. OpenText World Be Digital. That customer will bring in additional customers. Third, it will decrease refunds and returns. Poor customer service experiences often precede cancellations and returns. If you can deliver high-level customer service, you can head many of those off. Step one to creating a more memorable customer service experience is to prioritize it in your business. Make it a core part of your organizational culture.
Step two is to empower your people to deliver great service. Often it is the people on the front lines who will have the best sense of what customers are looking for. Give them a say in all customer service-related decisions. Step three is to measure results. Develop a simple customer service dashboard with key metrics you can share and set goals around.
These might be rates of resolution, average time to resolution, surveys delivered to customers after contact, etc. Bottom Line: No one ever created a memorable customer service experience by accident.
After all, there are probably several other businesses that do what you do. Do you show the customers who choose to patronize you that you value and appreciate their business? Feeling appreciated is an experience that is universally meaningful. You could invite special customers to a sale a day earlier than the general public or you could have an invitation-only event one evening and give "VIPs" an additional X percent discount.
You could gift-wrap their packages or periodically give them that thing they often buy for free. If you're product is a service, offer a free check-up. Always be sure to let them know that you are extending this extra to them because they are a valued customer and you want to show them that you appreciate them. And one of the easiest and most overlooked ways to show them appreciation is to send a handwritten note on lovely stationary.
Delight Put a smile on their face and in their heart. You can do something special for their child, their parent, their pet. Make them laugh, thank them in a showy way for a major purchase, have a contest or a drawing for something fun that they could share with family and friends. Serve warm, freshly baked cookies in your office, give their child a bunch of balloons, offer a nice snack mid-afternoon.
More About Marketing. Growth Strategies. Justine Beauregard Nov 11, Prepare to Succeed. Saikiran Chandha Nov 11, Ytzia Belausteguigoitia Nov 11, So all three need to be carefully managed.
The world expert on this subject is Daniel Kahneman. He explains how certain elements in any experience can easily overshadow all the others and so become the only thing that is remembered. This leads to these memorable elements becoming the ones that have the greatest often only influence over any future behaviour.
For example, a really bad checkout experience at a hotel can ruin what has been a generally good overall visit experience and so make the guest decide never to return.
Alternatively a really attentive and helpful server can make what was expected to be an average in-store shopping experience seem great and so stimulate a return visit. A false, ill-informed or inaccurate expectation, if unrealised, can create disappointment or irritation and so ruin what may be a good or even great experience. Customers rarely view their suppliers as individual departments; they generally consider them to be one whole unit. So the good work in one part of an organisation can easily be negated by no so good work in another and a failure to live up to promises or expectations from anywhere in an organisation is generally seen as a failure of the whole organisation.
So what is promised in sales and marketing must be delivered by manufacturing, operations and services and followed through into aftersales support.
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