By customer service we mean all activities that enable us to fulfill a customer’s need/goal/intention towards the brand.
These needs may be:
obtaining information about the offer/specific product, delivery chinese overseas america phone number data terms, or returns policy,
comparison of products/services,
making a purchase,
filing a complaint,
making a reservation.
Customer service is, in other words, taking care of people who are considering, buying, or have bought your products or services in the past – helping them solve problems that may arise at any of these stages. The better the service, the better the customer experience and usually more sales.
It is worth emphasizing that comprehensive customer service will not be limited to the moment of purchase, but also activities before and after the transaction.
Why is customer service important?
For many people, the quality of service is even more important than the quality of the offer itself. This means that a lack of professionalism in this area usually translates into a loss of customers. It can also lead to a wider image crisis – unfavourable comments on the Internet that will discourage even more recipients. A dissatisfied customer usually tells many other people about their experience, while a satisfied customer does so much less often.
The quality of customer service is often crucial in highly competitive industries. If there are many companies offering similar products or services at similar prices, consumers will be more likely to choose those that provide them with the best brand experience.
Read also: What is omnichannel marketing – how can it support your sales?
What is most important in customer service?
Accessibility – the easier it is for customers to contact company representatives, the greater the chances of establishing relationships and sales. In practice, this means the need to create various communication channels – depending on the specifics of the company, it may be a sales hotline, a chat on the website, a helpdesk, or a customer service office.
Speed – especially important in online communication. If a customer waits too long for a response, they will most likely use the services of a competitor. Using modern tools such as call queuing and other automation solutions, this problem can also be eliminated on a traditional hotline.
Information – the person who talks to the customer should be well prepared – know the details of the offer and the various procedures necessary to resolve the issue the caller is reporting. If it is a complaint or a reservation, a specific solution must be proposed as quickly as possible.
Personal culture – understood as patience when working with a so-called difficult customer (e.g. when handling a complaint), but also respecting the boundaries of the interlocutor, e.g. during telephone sales (respecting refusal and avoiding intrusiveness).
Organisation of communication enabling efficient contact – efficient website, clear indication of contact methods (e.g. telephone number), or ensuring an appropriate number of consultants on the hotline.
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What is customer service? Possible contact center solutions
Contact centers can offer many different forms of customer service. They often involve telephone contact:
Sales hotline – allowing you to purchase products/services, extend your subscription, etc.
BOK – customer service office , a place where customers can find answers to all their important questions (concerning products, sales organization, warranty conditions and many others).
Telephone handling of complaints , reservations or other services specific to specific industries,
After-sales service in a broad sense .
Read also: CAC – what is it, how to calculate customer acquisition cost?
Call center tools such as helpdesk (support in organizing processes, including administrative ones) or callback – return contact after leaving a request on the website are also effective in professional customer service . As we mentioned, chat on the website is also of great importance today.
How to ensure excellent customer service?
In addition to selecting the right communication channels (adapted to the habits and expectations of recipients), it is also worth integrating these channels as part of an omnichannel strategy . The aforementioned integration involves, among other things, saving the history of contact from various sources, such as a call center hotline and a web chat.
This, in turn, allows for efficient sales processes and is extremely convenient for the customer – they do not have to explain their case all over again, even if they are talking to a given consultant for the first time (all details of the previous contact are saved in the company's IT system).
