Basically, you've probably heard many times about the principles or best practices of good customer service: fast, helpful, efficient service that meets or exceeds customer expectations and turns them into a promoter/advertiser of your business. But just as important as knowing what to do to achieve excellence in customer service... It's important to know the opposite – bad customer service – what NOT to do! Avoid practices that harm your brand and only hinder your progress. Stay informed.
READ ALSO: "The 10 Lessons from Harvard on Customer Service"
Business Services
Whether in person or virtual, Customer service is seen as a major differentiator for companies., especially in highly competitive markets and segments, with similar products and services and approximate prices – Purchase motivation becomes highly influenced by the quality of service.And so to speak, some businesses prosper and stand out in the face of the ruin of others.
According to research by Forum Corporation, 70% of those surveyed have already left a mark due to poor service.For comparison, the percentage of respondents who abandoned a brand because they found a better price on the market is only 30%. In other words, Customer service is a much more sensitive factor for consumers than price..
The customer service landscape becomes even more complex in the digital environment. Today, for example, 78% of Brazilians claim to communicate (or have communicated) with brands via WhatsApp. (Mobile Time/Opinion Box). The proliferation of previously unconventional customer service channels (such as social media) has raised customer expectations and added even more pressure on companies' customer service.
Poor customer service: what NOT to do?
Below we list four pitfalls of customer service These are the pitfalls your business needs to avoid if it wants a superior and satisfying customer experience. Read on:
1 – Slow service
Hours on the phone listening to repetitive music and waiting to be answered! That's the An experience you should absolutely NEVER offer your customers.With the world becoming increasingly fast-paced and dynamic, and with people becoming busier and having less free time, No one has the patience (or resilience) to wait anymore. both.
The slowness, especially in the Call Center sector, is a historical problem: the number of customers increases, processes and services become more and more complex, and in turn, customer service agents need to manage thousands of different demands in record time! The numbers don't add up!
THE A solution for fast and efficient service. It involves several factors: technology, training, investmentsWorking with different communication channels in a unified way and integrating chatbots to resolve simpler requests usually avoids delays in service.
READ ALSO: "Reduce Complaints with Automated Customer Service"
2 – Lack of knowledge
Just like the delay in responding, Poor service also fails to satisfy the customer.Not being effectively heard, having your request ignored, your problem left unresolved, or being transferred from department to department is all frustrating! This reveals the lack of preparation and knowledge of your team regarding the business.!
What to do? Training and skills development are essential. Everyone needs to be aware of the products, strategies, and customer profiles. More than that, it's important to maintain standardized and well-documented processes and procedures, and to keep open lines of communication and information exchange within the companies.
3 – Poorly personalized service
We live in the age of personalization! Your customer doesn't want to be treated like "just another customer". On the contrary, he expects to be recognized by name and by the time he buys his product; he expects a special and differentiated condition tailored to his needs or problems.
The more personalized the experience, the better! The customer needs to feel that they are being served in a personal and differentiated way (in a positive way, of course).
To this end, It's important to have a good CRM. (Customer Relationship Management), from a skilled team and artificial intelligence platforms Well managed and administered – just because we use chatbots doesn't mean customer service has to be mechanical and generic!
4 – Customer service through limited channels
A company or brand needs to be where its customers are! In other words, having a presence across different service channels is essential today! Years ago, in-person and telephone service were dominant. While they remain relevant today, they have also... The digital world has opened new windows for communication. We need to use them to our advantage!
Ignoring a negative review on Facebook or a business request on Instagram, for example, can mean losing a customer or an opportunity, respectively. It's important to show that you're available. and alert the main media outlets of your business.
Unify the different channels into a single platform. A customer service system tends to help your team operate the different communication channels, reducing confusion and the chances of "missing" an important contact!
READ ALSO: Customer Service Platforms: How to choose the best one?
Warning about poor customer service.
As we said before, receiving poor customer service has a greater impact on the decision to abandon a product, service, or brand than any other factor. This is also what research from [source missing] indicates. Small Business, Big Business Magazine, which revealed that 61% of consumers place more importance on good service than necessarily on the price or quality of what they are consuming..
Fighting the pitfalls of poor customer service is an ongoing process.which, in theory, involves constant investment, training, and monitoring of actions. Training teams and investing in software are interesting solutions.For example, a unified digital communication platform, such as Matrix OMINI or the smart telephone exchange, Matrix TALK, are seen in the market as important tools for excellence in customer service.
Want to learn more about Matrix platforms in Brazil? Talk to a consultant: 0800 604 555
