Digitisation has certainly changed the way we communicate with our customers. It has become far more personalised, forcing companies to pay more attention to the complete end-to-end experience that customers have with your brand: the experience that sets you apart from your competition.
A better customer experience ultimately means more money: a business cannot exist without its customers. And as much as there are various factors that come into play when creating this, before your client servicing team can do this, and do it well, they need to be satisfied themselves.
“If you take care of your employees, they will take care of your business,” said Richard Branson. This quote from Branson is a clear indication of the importance of employee experience. Once you have your employee experience under the belt, then you can focus on building a winning client servicing team.
Here are a few tips to creating a better customer experience:
Listen properly and be responsive
Along with Google’s micro-moments, knowing more about your customers is the perfect way to deliver exactly what, when and where they want it. In order to offer expertise, you need to be invested in your brand and with your customers. Always make sure you are communicating effectively with your clients and try to keep them in the loop of things when assisting them with a task.
As much as businesses get the backlash for taking too long with tasks, and more, customers can also drop the ball and be just as frustrating. But that is where the professionalism comes in. It can be easy to get aggravated, but at the end of the day, customer is KING. You need to be able to accommodate their needs. Every customer or client is a potential brand ambassador. Make every interaction worth it.
Build relationships on a foundation of trust and loyalty
An integral part of CRM is customer experience. If a client or customer has a positive experience with a brand, then they are more likely to become a loyal customer. But, as much as building relationships with customers is important, build solid employee relationships first; meaning that relationships created thereafter will be more influential. If you want to keep those ‘raving fan’ customers, you need to notice the people responsible for interacting with them. Client service is an important cultural value.
Make sure that you communicate your company’s values and culture when creating relationships.
Quality over growth
Before you think about growing your employee force (which in turn gets your more customers), make sure that your staff is happy. They are the ones who are selling your brand and dealing with customers on a daily basis. Make sure that your team is engaged, motivated and informed. This will empower them to make decisions that best fit customer needs, and it will give them the authority to speak up when their customer experience is no longer a priority due to quick growth.
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