Powerful customer service and marketing tips for business

Powerful lesson for businesses on utilising their customer service infrastructure to deliver massive value.

I recently changed my utility supplier to one that I had not used before. The decision to do so was driven by a combination of potential savings in utility bills and a responsive customer service.

My experience left me wondering whether my new supplier had indeed understood the value of their brand promise in delivering a personalised service to new and existing customers that went beyond the ‘price point’ and whether customer feedback was indeed a genuine driver of service improvement.

 As my experience is far from unusual I have set out below some key bullet points (tips) which businesses, irrespective of their product or service offering will find helpful in delivering a ‘customer first’ service with a strong commitment to embedding a culture of learning and continuous improvement. 

• Ensure customer facing staff understand what underpins the company’s brand/ brand promise. Check staff compliance. Remember ‘practice what you preach’.

• Avoid using scripted answers. They are a clear giveaway that the customer is   unlikely to receive a personalised and engaging service.  Instead listen carefully to what the customer is telling you and what action(s) they are seeking. Engage with the customer.

•  Most organisations record customer service calls for training, development and compliance reasons. Let this not become a passive activity but one that is used proactively to inform and shape service development.

• Use the company website to inform customers of any service improvements. This is a powerful marketing tool and should not be underestimated.

• Customer loyalty can quickly dissipate even when the price point is attractive in businesses which believe customer service as an add-on.

• Do not send standard responses to complaints – make the effort to personalise them. Make sure the customer understands what action you intend to take to improve or rectify matters as well as informing of the nature of the issue/problem.  

For example if it was taking much longer than usual to answer customer calls then record an appropriate message to advise callers. Likewise if there is a functionality issue with the website, let customers know. 

I hope you find these tips useful. If there other tips you would like to share on improving business performance and /or adding value to customers please take a moment to add them to the comments box below.

Author:  Vijay Asi