Whether B2B or B2C, your customers put their trust in you to solve a problem. When they call your customer support team, they are trusting that you will hold to that covenant and continue to solve their problems. So under promise, over deliver, be transparent and admit mistakes.
Our customers are also our best input for new product or services features. Engaging with them when developing your product roadmap to gather feature input, bounce ideas off of or to prioritise what’s next, will not only keep them feeling part of the family, it will also supply you with critical data you need to expand your business.
For example, though you could easily store the names of the customer’s kids and dog in your CRM, having an agent in an overseas call centre ask about them would be wrong unless your product or service is related to them.
If you tailor your website to a customer’s browsing habits, let them know you are doing so. A nice "Welcome back" screen or “here are some offers tailored specifically to you” are friendly ways of saying that you are tracking their behaviour.
According to Forbes, it costs five times as much to acquire a new customer as it does to keep a current one. If you put customer experience at the top of your list, create a culture of service and use your technology in clever ways, you should be able to create loyal customers that become your best sales people.
What are you doing to improve your customers’ experience within your company? Email me at glennh@sparkstone.co.uk
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