A guest article by Carlos Aragon, Director of Solutions Marketing, Kandy.
Congratulations, your business is up and running! You’ve got a store, products, and a marketing plan. You’ve even closed some sales and you have a happy customer. Or maybe you don’t? Sometimes things can happen along the ordering / provisioning/ delivery flow and the unhappy customer is yours to deal with. What’s your plan?
We’ve all been recipients of both good and bad customer service and American Express helped quantify the risks of bad customer experiences in their 2014 Global Customer Service Barometer:
But all is not lost – most customers will tolerate a bad experience if a satisfactory solution is provided in a timely manner. Only 37% will switch companies after an initial poor customer service and 58% will tolerate 2 or even 3 instances of poor customer service. So what are the best tools to use?
The American Express study highlights that while consumers generally prefer online tools for simple inquiries, many are looking for voice interaction when it comes to more complex situations. So in addition to building a website that has as much information as possible for customers to solve their own problems, providing a customer service voice contact on your online store is an intelligent business choice. There are a number of ways you can do that, each with its own set of pros and cons which you can see in the table below.
Ultimately of course the decision is up to you. Any successful business is the result of multiple factors and often a bit of luck. Still, customer service is a key factor in your ongoing operation.
A few additional tips on delivering an excellent customer service: