Improve Your Customer Service Experience
As any successful business leader knows, it’s quality service that brings in repeat business, and word-of-mouth referrals that provide the foundation for growth. Nearly all companies say that delivering great customer service is one of their strategic priorities. In fact, a recent Forrester Research study, “Navigate the Future of Customer Service,” found that 40 percent of surveyed executives said that improving the customer experience was their top customer service goal, with a further 40 percent saying that it was their second most important goal.
There appears to be a major disconnect between words and actions, though, as most companies focus on cost-control measures and only 37 percent have a dedicated budget for customer experience initiatives, according to the study.
One of the challenges facing businesses is the proliferation of customer contact channels. It wasn’t too long ago when quality customer service involved a call center taking customer orders or handling problems. Now, customers want to connect via email, text, social media, online chats and telephone, making it far more difficult to provide a consistent customer experience. The explosion of digital and mobile communication has dramatically transformed customer expectations.
To address this transformation, there are myriad technology investments companies can make in the customer service space, but the right mix will vary dramatically. To provide customers with a more seamless experience, the Forester study suggests a step-by-step approach, executing a series of smaller projects that advance the organization’s strategic goals. But along with integrating new technology, companies also need to invest in training and development for the employees who use these varied communication tools.
Customer service representatives stand on the front line of an organization. Because their actions can make or break invaluable customer relationships, they need education, training and support. Regardless of technology, investing in people is the best way to deliver a consistently great customer experience.
