Why Customer Service Matters
Customer service matters for the same reason business etiquette does: you don’t want to upset those whom you deal with. Just one bad experience can taint a customer’s entire relationship with an organization. For example, if an online retailer doesn’t answer your repeated emails concerning a misplaced order, you’ll likely seek out a different business to buy from in the future. This example can be compounded if an organization’s entire staff has poor customer service. Imaging a restaurant full of visible unhappy waiters. Probably not somewhere you’d enjoy eating, right?
When thinking about customer service, it’s usually helpful to examine the perspective of the customer. The customer’s experience should be delightful in the best scenario and painless in the worst. While you can’t always guarantee a great experience - especially when the customer arrives to an interaction angry - you should always strive to leave the customer feeling satisfied in the end. This sentiment should be internalized by your organization and be visible in the culture. Customers want to deal with businesses that care about their happiness, and there are figures to prove it.
The level of service provided to customer influences their relationships with companies, according to a study by Salesforce. Not surprisingly, low-quality or mediocre customer service puts an organization at a severe disadvantage with customers. Below are some of the most significant findings from research..
Customers Want More
Customers are constantly seeking new ways to be engaged by the companies that they do business with. Tailored experiences are not expected, to the point where 64 percent of customers say they want personalized offers from businesses. What’s more, 75 percent say they expect a “consistent” experience when dealing with a company.
Plenty of Options
If customers aren’t satisfied with your organization’s service quality, they’ll happily take their business elsewhere. Over half of customers say they’ll probably change brands if a business doesn’t personalize their experience. And, with a virtually infinite number of online retailers, 70 percent of customers say they can easily make their purchases online with a more favorable company. In fact, if you aren’t servicing customers online, you’re already behind - the majority of customers (77 percent) report avoiding physical stores altogether.
Customers expect to speak with a knowledgeable representative whenever they have an issue. This means customers expect service at any time, day or night, according to 75 percent of customers. Moreover, 68 percent of customers expect to speak with an employee representative who understands and cares about their needs. Additionally, an immediate turnoff for customers is having more knowledge than the employee with whom they are interacting.