Customer service can be the difference between a customer coming back and a bad review that takes your company down a notch. To survive in a highly competitive world, you need to take your service to a higher level. Here are 3 uncommon ways you can do just that:
Act According to a Customer’s Value
Not all customers are equal. From a purely monetary standpoint, some of your consumers are worth more than others. This is due to the fact that while all of them essentially cost the same to acquire, not all of them will return that value to you. Returning customers essentially represent long-term value. They keep paying out, while not costing you more money or time.
That also means that the importance you give to a customer must reflect their loyalty to your company. The longer they’ve been with you, the more important it is to listen to them and to answer to their concerns as quickly as possible. That doesn’t mean that you should completely ignore the concerns of a brand new customer. It just means that the weight of someone’s complaints should be based on their pre-existing value to you.
This seems cold, but it’s often the best way to work with customer complaints. Your resources are not infinite. If you have to choose between two divergent solution paths, go with the one that solves the more loyal customer’s problem.
Take Care of All Customers, Even the Wrong Ones
Not all customers’ complaints are right, or even appropriate. Some of them will take to your offices in a fury, shouting at a top of their lungs, due to a problem that wasn’t the company’s fault. Many companies will often simply tell them why they are wrong, and tell them to leave. While this is technically the correct thing to do if the business isn’t at fault, it’s also often a missed opportunity to regain a customer’s favor.
While you should make it absolutely clear that your company is not at fault, you should also still take the opportunity to make things better for the aggrieved customer. Even a discount for future business can help soothe their anger and leave them with a good experience.
Go Straight to the Problem
Many customer service teams are often trained to obfuscate complaints. By pointing the customer in another direction, they hope to either dissuade the customer from further inquiry through frustration, pure misdirection, or fatigue. While some may view this practice as unethical, it is nevertheless a common – and sadly effective – strategy.
If you want your business to do better than the rest, you will need to avoid this strategy. Instead, make your customer service team cuts to the quick. Whenever they receive a customer complaint, they must immediately go straight to the heart of the problem. Doing this ensures that the customer feels heard and that if the issue has a solution, that the company will find it as quickly as possible.
It might seem like a lot of work, but an efficient customer service system will save you a lot of money and heartache in the future. The happier your customers are, the better off your company will be.