In a world where most of us are glued to our smartphones, negative customer experience can be quickly shared online, so it’s important that you consider and design your customer service experience so your customers know you care.
What is Customer Service Experience and Why is it Important?
The customer service experience is the sum of all the interactions a customer has with a company, both in direct communication and through other customer experiences (for example, your checkout process on your website).
Customer experience is incredibly important as it affects the customer’s loyalty to your brand, and how they talk about you to other people both on and offline.
Retaining customers is the only real way to grow your business and if you don’t put effort into retaining them they’ll likely just feel used
What’s the Difference Between Good and Great Customer Service?
The difference between good and great customers service is often just taking a few extra steps to make your customer feel valued.
And if they are experiencing a problem and are speaking directly with your team then they should feel heard and like the person on the other end of the communication wants to get the situation resolved (and not just so the customer will go away).
If you want to offer great customer service you need to have a strategy and systems in place for your team to follow so every customer gets the same level of care.
Every step of the customer experience with you, from discovery to after purchase care, should be done with thought.
Providing the best customer service experience possible doesn’t have to mean your customers need to speak to a human during the experience – think about Amazon.
They are the powerhouse they are today because they provide an amazing customer experience – a shopping search engine where they can buy anything they need at a low price and check it all out at the touch of a button.
Often for e-commerce businesses, a lot of providing a great customer experience is simply making a purchase as easy as possible.
A Great Customer Service Experience (An Example)
Here’s an example of a small business giving the best customer experience:
I bought my car used from a dealership, and after seeing the advert online I called to check it was still available – it was, so the next day I went to have a look at it.
The moment I arrived I looked at the car and then went inside to talk to the salesman, who in this case, was the owner.
He immediately got up, got the car out of the bay, handed me the keys and let me have my time with the car. He didn’t hover or try and tell me what to do, he just let me take the car out.
When I got back I said I liked it, I asked if there was any movement on the price and we quickly made a deal. I put down my deposit and the next day I returned to pay in full and collect it.
Doing the paperwork at his desk was stress-free and we were in an open space with big windows, his wife working at another desk and their cocker spaniel weaving around my feet.
When everything was signed and paid for we shook hands and I took my car away with a year’s warranty included.
Why was this a great experience?
Because buying a car is stressful and if a salesman had hovered or asked me a bunch of questions while I was trying to figure out if I wanted to spend thousands with them, it would have turned me off. At no point did I feel pressured or like I was a nuisance.
As a young woman, he never patronized me or used pet names, or doubted I knew what I was talking about.
In fact, while I waited for the paperwork to be drawn up a customer came in who wanted her car worked on in the shop out back who was being deliberately difficult and he and his wife dealt with her with aplomb.
How You Can Ensure a Great Customer Service Process
So how can you ensure you provide your customers with the best customer service experience? You need to make it as easy as possible for customers to get in touch with you and give you feedback.
Live chat and communication services are a great way to let your customers interact with you without forcing them to pick up the phone (which many people avoid) or sending off a message into the ether with only a hope that you’ll get a reply.
There are a ton of live chat services and chatbots you can now install on your site, but our Intercom Messenger integration takes the survey-taking process further, so that you can get immediate feedback from your customers.
Another great way to ensure you’re providing the best customer experience in all of the places your customers have contact with you is through customer feedback management software.
This software collects all the feedback you receive online and presents it to you on one platform, meaning you can track your feedback and see what common problems your customers have that you can address.
Any company should understand the importance of customer service, but if you really want to ensure you are providing the best experiences possible, you should be tracking service satisfaction metrics like Net Promoter Score (the willingness of your clients to recommend a product or service) and Customer Satisfaction Score (whether or not a product or service met the customer’s expectations.
Tracking your data is vital, and if you want to find out more about how you can track your customer service data you can read 5 Crucial Customer Satisfaction Metrics.
Ready to learn more about how you can create a great customer service experience strategy?
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