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Do You Know What People Call a Good Customer Service? – Guess What, It’s Not What You Think

Updated on January 29, 2016

In theory, businesses can deliver stellar customer service by:

  • Empathizing with customers
  • Suggesting them right solution
  • And, showing them the care

Seems pretty straightforward, right?

Certainly, you can enrich the customer experience by mastering these skills. In fact, you can further enhance the experience by fine tuning your support staff’s approach and choice of words.

But in reality, what most of us assume doesn’t always work in customer service. Here are some interesting revelations that will acquaint businesses on how people truly feel about their customer service.

(i) Greater Customer Service is Not Just About Speed

General belief is the more quickly a customer gains help, the more happy they will be with a brand. And, by and large that’s true. But contrary to the belief, often there are some elements which get overlooked when delivering customer support with speed. These elements are way more important than speed.

According to William J. McEwen, author of Married to the Brand, proffering services in a competent and friendly manner is more important than speed.

A Gallup survey backs this statement as it found that gaining friendly and thorough service is more crucial for customers rather than speed. The study also revealed that people who received speedy service from the bank are six times more probable to be highly engaged. Whereas customers who ranked the bank high on “people” factors such as readiness to aid clients and bankers’ courtesy, were nine times more probable to be fully engaged.

Thus, companies should focus more on providing competent and friendly service rather concentrating on speed.

(ii) Delighting Customers Doesn’t Mean Go an Extra Mile Every So Often

Undoubtedly customer loyalty is driven by delight. And there is no better way to delight your customers than going an extra mile to serve them. It’s a great practice and can momentously contribute towards improving your revenue streams.

But delighting your consumers doesn’t mean at all that one should go an extra mile every so often. There are other ways to develop loyalty among customers. One way to do that is by reducing their effort.

The Customer Contact Council surveyed over 75,000 customers to enquire about their phone, email and chat experiences with CSRs. The survey divulged that the single most crucial factor to boost customer loyalty is, decreasing the amount of work consumers have to do to get their issues resolved.

So how can you reduce customer effort?

Well, if it’s the instant support they require, then integrate live chat software on your web store. It will save them both time and money. Most of all, they won’t have to bear the pain of hold time and end their internet session. In case, they have to fill in a form or make some updates, then fill the form or make the updates for them and curb their pain.

By taking the load off their shoulders, you can delight customers because your unusual approach will pleasantly surprise them.

(iii) Do Revealing Good or Bad News First Makes a Difference?

Barely any customer service representative asks you whether they should reveal the good news first or the bad news. Though it’s an old truism, but it really makes a difference. As a matter of fact, the order of the news can change a customer’s actions or state of mind.

UC-Riverside researchers tested the order of delivering good and bad news to customers and gauged their behavior and responses, which were pretty amazing. According to the research, the people who got the bad news first were highly likely to feel better, whereas the people who received the bad news last were more keen to take action on the news.

So how you can use this finding to your advantage?

If you really want your customer to act on the news, then deliver good news first, but if you just want them to be happy, it’s better to start with the good news.


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