
How to improve your customer service: customers, aubergines, and you
Arghâhow can I improve customer service? Ultimately, it comes down to treating people like, well, people
Customers donât have to do much to get what they wantâand they donât have to wait long to get it. Because hell hath no fury like a consumer scorned. And businesses know it.
Itâs all down to the one strike and youâre out doctrine. It draws even the most long-standing customers into the arms of the competition, and before the struck-out business can even finish stuttering âbutâŚwhatâŚaboutâŚbrandâŚloyalty?â
The antidote is as simple as it is difficultâproviding exceptional customer service.
You may not have the cash to outspend your rivals on customer service, but you can certainly attempt to outperform them on it. And thereâs a ton of ways to do this, and they extend further than the now-clichĂŠd âhave a nice dayâ ending to every interaction
What is customer service?
Customer service is how you come across as a business.
Your products may be the real Slim Shady and have virality on its own, but abstracts like your service and reputation also drive value and new customersâand are a crucial to retaining them.
The aubergine seller: a short, cautionary tale
Think of customer service in terms of a marketplace. If someone sold the best aubergines in all the lands but insulted your mother every time you tried to buy some, youâd probably think twice about coming back to this vendor. And being a good friend and all, youâd make sure to spare your friendsâ mothers the same trouble, and before you knew it, the monger in question would be out of businessâdespite their delicious product.
Dry your tears now, this story is fiction. But the lesson it teaches isnât.
To avoid the same fate, you should think about these top customer service tips.
Customer service tips to follow
How can you ensure that you retain customers and continue to grow your company?
Excel in customer service, of course.
Get on top of training
Good training is essential to great customer serviceâbut you knew that already. And good training requires:
⢠Knowledge
⢠Empathy
⢠Work Ethic
Letâs dig a bit deeper into that.
Knowledge
Your staff should be able to yap for days about what you sell.
Iâm talking product category history, what the competitionâs doing and not doing, and yesâeven some of the technical stuff. The customer probably wonât ask about these things, but a rep thatâs savvy on all fronts lets the customer know theyâre in better hands than they asked for. This gives them confidence that choosing youâinstead of Evil Corpâwas a good choice.
Now, knowledge training doesnât have to be boring.
Get going with educational quizzes that donât feel like a chore. Start sending out regular product updates. Invite the product-making wizards to talk to sales staff. And do everything else you can think of. But remember that engaged staff isnât just something you can layer on top. It begins with recruitment. Hire the right people with the right attitude, and theyâll be along for the ride.
Empathy
Next, your staff need to be empatheticâso try to hire empathetic people and lead by example as often as you can.
Simon says what Simon sees.
Be alert and responsive to the needs of your staffâbig and smallâand theyâll pay it forward to the customers. Itâs important to realize that though the customer isnât always right, theyâre always on to something.
This is why you should start accepting wrongdoings. Phrases like âI can see how annoying that mustâve beenâ, and âIâm sorry you had to deal with thatâ disarm the customer, defuse the atmosphere and demonstrate that your business is on the customersâ side.
Itâs important to always be cheerful (but not too much because that can seem like mockery in the face of customer problems), and never leave a conversation without resolving their issue to the best of your ability.
Always try to not just fix problems but exceed customersâ expectations of how this interaction could have ended.
Work Ethic
Finally, your customer service reps need to have a stellar work ethic. This can-do attitude allows them to go further for their customersâdeveloping relationships and a great reputation for both themselves as individual reps, and for your business as a whole.
So have your team do everything they can to stay on the customerâs side, and see problems all the way through to their resolution.
And make that your resolution.Always be clear and honest
So your staff are all trained up and are doing wonders on the phone, online, and in-personâthatâs brilliant.
Next, youâve got to make sure that your website and other touchpoints are clearly communicating exactly what value you can bring customers and at what price. If youâre selling something, sell it in black-and-white terms.
That means ditching the hidden charges and divorcing ambiguous and complicated language.
Your online help center and resources need to be clearly linked and beautifully organized, so people donât fall down a rabbit hole that sucks the life force out of them.
Confused customers are frustrated customers. And If you get on peopleâs nerves with unclear messaging, it might be the last you ever see of them. So try to keep it clear, simple, and useful for them at all times.
The trick is to speak like the customer doesâusing their language back to them, to make less room for misunderstandings. If it helps, remember that Romeo and Juliet both died from a simple misunderstanding.Don't forget to check in...
Monthly or weekly emails are a good way to show customers that youâre thinking about them and to remind them that you exist.
Drop a few links or images to things they might like to getâusing relevant buyer data, and not just your promo of the day.
You can follow up more personally on particular issues if necessary to ensure that everything is resolved and the customer is happy, and if they havenât visited for a while, a lighthearted âwe miss youâ style message can go down well.
Just always be sure to group people according to their personal history with you, so no one receives irrelevant content. Irrelevant content is a one-way ticket to the âunsubscribeâ button....but don't overdo it
Email, yes. Spam, no.
Your customers hate being bombarded by emails, texts or phone calls.
Donât be that person.Predict what people want
Itâs time to get the whiteboard out.
Make sure that you and your team are prepared for every kind of customer: who they are, when and why they might contact you, and what you need to do to keep them happy at whatever point in time is relevant for them. If you feel lost in how to start, brand perception surveys can gather data that helps you meet customers where they're at.
In other words, if youâre selling toys and itâs December 22nd, staff the floor with every stress-resistant trooper you got. And may the odds be ever in your favor.Go above and beyond
At every point in your customer cycleâfrom the first hello to the last goodbye at churnâyou need to try your best to make them happy. Donât just contact people when you want something.
Be proactive and think about what you can do to solve real-life problems and improve their experience with you.
Take your time on this, because itâs what will give you the customers with the highest lifetime value.
Build a loyal band of customers by sending discounts, deals, a free month, or similarâjust for the sake of it.
Exceed expectations, and woo people wherever you can, and work out when the best time to do that is. Itâs not a free tactic, but the guiding principle here is that keeping customers is cheaper than getting new customers.Nurture relationships
For the big fish clientele, you might need dedicated accounts people who can go the extra mile and nurture the heck out of these relationships.
This might involve things like lunches and tickets to events, or the odd phone call to ensure that they have what they need.
Have you seen the TV show Mad Men? Take it with a grain of salt, but you might need a Pete Campbell on your team.Happy employees = happy customers
Your employees are the face of your business, so treat them well.
Sir Richard Branson claims that if you take care of your employees, theyâll take care of your company. Treat them to a night out once in a while, have fun around the holidays and help them out personally whenever thatâs appropriate.
Offer incentives for being great. Colleagues and friends perform better than minions and workers.