30 Oct How a good customer service team can improve brand’s productivity
Customer service teams act as the eyes, ears and muscles of brands as they are usually the only direct mode of interaction customers have with a business. As soon as we land on a website or see a commercial, we see brands boasting about their unmatched commitment to delivering the best products/ services to their customers.
This customer-centricity is what brands use as their USP to develop trust and win over prospective customers. However, these claims of unprecedented devotion towards customers’ needs sets the bar tremendously high and brands must then match their claims by providing scrupulous customer service if they wish to convert first-time customers into loyal lifetime users.
A report by RightNow Technologies found that around 86% of American adults were willing to spend more on brands that offered a better customer experience. Moreover, 73% claimed that a friendly customer service staff is what made them fall in love with brands. Additionally, according to research; 76% of consumers believe that customer care is the one true indicator and test of how much they are valued by a brand.
We see that brands today are focusing their efforts on customer service so much that these days we see brands developing their entire business around delivering a superior customer experience.
Here, we have jotted down the ways in which a good customer service team can improve your brand’s productivity.
1. Add a Face to the Brand:
Members of an efficient customer service team act as the representatives of the brand, and to customers personify what the brand is all about. For instance, if your bank claims to be the guardian of your financial interests, it’s customer service representatives should win your trust by guiding you towards the best solutions.
A diligent customer service team is what turns first-time buyers into lifetime customers because once customers come in contact with a customer care representative that they trust; they tend to consult them on all matters related to the product or a service.
We see customer service teams as being the essential cogs who win customer’s trust at a very personal level, and provide product sugestions that serve the customer’s as well as the company’s interests.
2. Power Houses of Consumer Information and Insight:
Customer service teams communicate with customers on a daily basis and are the best source of information and customer perspective on product performance, acceptability in the market, areas of improvement as well as insights for product/ service innovation. This information can be profitably utilized by the Research and Development and Marketing teams as they refine and enhance product/ service features to offer what customers truly want.
Automation of processes such as e-commerce, billing, tracking and invoicing are enhancing efficacy of customer care teams worldwide by allowing them to gather intricate real-time information about consumer preferences, buying patterns, etc. To add to this; tracking and invoicing softwares such as minterapp increase company productivity even further by enabling error-free financial transactions and generating useful and actionable intelligence, such as estimates, to facilitate prospective customers.
Moreover, these days customized app providers allow for the development and usage of apps that facilitate consumers by providing information about customer buying patterns.
3. Custodians of Customer Satisfaction and Retention:
Even though customer service is an organization-wide process that every employee must contribute to; customer service teams are the people who ensure customer satisfaction. And it’s like they say; ‘a happy customer is a loyal customer’.
Moreover, acquiring a new customer takes up financial resources and is a cumbersome task; productive customer service teams allow for the optimal utilization of these invested resources by endeavoring to increase customer retention. Research indicates that brands are 14 times more likely to make a sale to an existing customer rather than a prospective one.
In addition to this, consumers spend tremendous amounts of money on products and services and expect brands to care for and cater to their concerns, should they have any. This places a huge responsibility on customer service teams as they are required to complement their brand’s high quality products or services with state-of-the-art customer care.
Efficient customer care teams also serve to empower customers by making them know that their opinions and concerns matter. It is this sense of empowerment that increases the depth of a customer’s association with a brand.
4. Convert Complaints Into Opportunities:
Products have limitations, they may at times have glitches or may not work perfectly under all circumstances. This may cause customers to have concerns every now and then and if these concerns are left unattended, they can forever discourage aggrieved consumers from purchasing your brand’s products.
Here, the duty lies on customer service teams to facilitate any customer that is facing difficulties with products and do so in a manner that turns what starts as a negative incident into a win-win for both the customer as well as the company.
Free replacements for faulty products, step by step usage instructions, etc. show customers that the brand of their choice is taking ownership of its errors, cares about their problems, and is willing to do it’s best to remedy them. These measures satisfy aggrieved customers and increase their level of loyalty towards the brand.
Customer service teams take ownership of good as well as bad experiences that consumers have with a brand’s product(s). They internalize their brand’s values to project them in front of customers and house in-depth product as well as industry knowledge, enabling them to act as the go-to people for the customers.
The secret to thoroughly utilizing customer service teams is to equip them with the latest technology such as tracking and invoicing applications to improve their reach to customers and their understanding of customer’s needs. Customer care is significant because it not only helps to retain existing customers but also encourages people associated with them to adopt your brand.