The Customer [Question] is Always Right

The Customer [Question] is Always Right

The Customer [Question] is Always Right

The benefit of the digital age is that we can do so much communication.  However, what happens when your customers get stuck?  How quickly can you help answer a question?  And, what’s the value you can provide?

Best practices:

  • prominent toll-free number in the header and/or footer
  • easy access to send an email
  • live chat
  • robust self-service resources

Examples in the field:

Grainger.com Help Desk for detailed self-serviceApplied.com starts the form with space for the customer question - helping them address their concerns first, then collecting detailed information.Platt.com compact contact form with call out to a toll-free number and live chat.

But just because your customer starts online, doesn’t mean that the conversation should stay there. Who hasn’t been in a frustrating chain of emails where issues don’t get resolved quickly? How valuable to your customers would it be to pick up the phone and make a call, or even send a text? Understanding your customers, what their worklife looks like, and how to make it much easier will be the value-add that you, specifically, can provide.

What you can bring to stand out:

  • Knowledge of your customers and how best to reach them.
    • Are they often at their desk?
    • Are they often on the road?
    • What’s the easiest way for them to respond?
  • Don’t go cookie cutter. Pick the approach that makes the most sense for the question.
    • Is it a complex question that requires a discussion: give a call
    • Do you need to send documentation or a link: send an email
    • Need quick information (a photo, a short answer): send a text
  • Added value.
    • For key customers and key issues: loop your sales team in on customer service activity, so they can follow up to make sure questions are answered
    • Thoughtful auto-responses. Write auto-responses that give your customers: expected time to respond, ways to find more information, other ways they can reach you in case of emergency situations.

How it benefits you:

  • Save time. Reduce excessive back-and-forth on the wrong platform.
  • Provide value. Understand your clients and meet them where they are
  • Differentiation. Showing your attention to detail helps your business rise above other partners.
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