A recent poll by Salesforce indicated that over 70% of customers expect a company to understand their needs and expectations. That’s not an easy task. How does a business do that?
Improve customer service. What’s the best way to do that in this digital age? First, don’t limit how a customer can contact you.
It’s best to offer phone, email, and chat options. Your customer expects to contact you however they want. Your business should be ready with robust options.
Examine and update the entire process in a digital redesign. Putting a fancy ordering app in front of a clunky backend order delivery process won’t earn you points with customers. It may result in complaints on social media.
Your technology design should begin with what your customers desire, not the latest bells and whistles an executive thinks are cool. Your sales and marketing department should have their pulse on customer needs. A customer survey is always a great way to pinpoint customer pain points.
If your company has multiple divisions, then all the divisions need the same digital update. It’s an immediate customer pain point if they find clunky technology when they contact a different division. That division immediately fails customer expectations.
Lousy customer service leaves a lasting bad taste in a customer’s mouth. Social media amplifies the bad and keeps on boosting it. According to Salesforce, most customers, 89%, never buy again from a business after a horrible customer service experience. Can your business afford that?
Author: Kris Keppeler, a writer who finds technology fascinating and loves humor. She writes for Crossing Genres on Medium.com and Does This Happen to You? on Channillo. Award-winning podcast producer who enjoys telling stories. Follow her @KrisKKAria on Twitter or on LinkedIn.
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