A recent Microsoft study* shows that customers have ever-increasing expectations of customer service. 95% of respondents said that customer service influences their choice of and loyalty to a brand. And 61% indicated that poor customer service is an important reason to switch brands. This proves how important it is to provide excellent customer service. After all, it costs less to sell more to an existing customer than it does to attract new customers.
And no, we’re not talking about completely skipping telephone as a customer service channel. That would be one of the worst things a brand can do. Many studies show that telephone customer service is still a highly valued customer service channel. But that doesn’t mean calling should always be necessary. Many customers prefer to try and solve issues on their own first via an online self-service channel. But the more difficult or particular their questions are, the less FAQ’s or self-service suffice.
Customer service influences brand loyalty
Provide information to customers
Most customers love it if you provide them proactive customer service notifications. For example, when they place an online order, customers appreciate updates of every step you take to deliver that order. Especially if there are factors that might cause a delay. Such as peak times at the chosen carrier, a recent move to a new warehouse, or new logistics software. Unexpected delays are very likely to lead to spikes in incoming calls. But if customers are notified, there is less reason to call because they are already informed. And you may be able to keep the spikes manageable.
Phone is preferred to digital channels
As mentioned before, customers often try to find the answer to their questions on their own first. They expect a brand or organization to offer an online self-service support channel, but often have trouble finding enough information through self-service to find a response. When that happens, many customers (39% in the Microsoft study) turn to the phone or another voice channel instead of using digital channels to contact a brand or organization. And they expect to get an answer and not end up in a complicated IVR or be transferred back and forth among departments.
Do not keep them in the dark
The more information you provide, the less necessary it is to call you. And that information should be available across all channels, such as website, newsletter, and social channels. And even better if that information is provided pro-actively. For example, think of every question a customer can have along the customer journey and provide answers on your website. Customers don’t want to spend a lot of time to find an answer to their question. And well-informed customers have less need to call you.
If they do call in the masses
Nevertheless, there can be times when many customers call at once and the volume is too high for your agents to handle. If you can’t answer immediately, you need a back-up plan to keep your customers satisfied. At Sound of Data, we are highly experienced in dealing with massive call flows. You can rely on us to have your back when overload strikes. Our peak time solutions provide friendly, automated ways to deal with the situation. By managing customer expectations and showing them, you care about their call, you preserve the quality of your customer relationships. And isn’t that what it’s all about?
* The Microsoft 2018 State of Global Customer Service survey polled 5,000 individuals across Brazil, Germany, Japan, the United Kingdom, and the United States.
