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At the end of 2015, a Comcast customer, who felt he too often received internet speeds below the 150mbps he was paying for, set up a bot to draw attention to these lapses.
Why did the customer have to develop such a machine? The answer is simple: he was tired of complaining over and over.
Welcome to customer service.
Believe it or not, customers always control conversations, and their conversations have the power to make or break your business.
No matter how many new customers, social media followers, and email subscribers you have, your business isn’t sustainable if you don’t cater to your existing community.
By “cater,” I mean you handle every single inquiry, complaint, comment, and direct message you receive. And handle very well.
Excellent support is defined by having a friendly representative (67%), quick resolution (61%), favorable outcome (57%), is convenient (47%), and is personalized (16%).
96% of U.S. consumers say having good customer service is important to them, with 82% reporting it is extremely or really important.
Nearly half (47%) of people expect fast, convenient support, while only 23% expect customer service to be personalized.
Over 65% of people surveyed report they have higher expectations for customer service today than they did 3–5 years ago.
Approximately 44% of people said waiting for a response is a major source of frustration.
Over 65% of people surveyed report they have higher expectations for customer service today than they did 3–5 years ago.
60% of customers report that not getting their issue resolved during the first contact is a primary reason that customer service is failing.
78% of U.S. consumers have stopped doing business with at least one company or scrapped a planned purchase based on poor customer service and 31% reported doing this multiple times.
77% of U.S. consumers believe that good customer service is fundamental to earning loyalty and business.
27% of customers expect customer service to be proactive today.
1. Customer Retention Is Cheaper Than Customer Acquisition
Getting a new customer costs 5X times than retaining an existing one. You may have heard this so many times.
Many businesses still seem not to get it completely.
Evidence? Just visit the Instagram profile of a random brand, tap a post, go through the comment section, and you’ll see what I’m saying.
There is only one-way conversation: the brand shares a post. That’s it. They don’t bother interacting with any followers, not to mention handling questions and order complaints.
2. Customer Service Is Your Branding
Your customer service team is the face of your company. The way they act, the words they use, and the service quality they deliver, customers observe all of these.
Your support agents’ behaviors determine the “quality” of your brand. If your support team is incredible, your brand is incredible — and vice versa.
Another thing is today’s customers are more informed than ever. Marketers can’t solely rely on promotions, advertising, and marketing tricks to lure customers into buying. These activities are just a starting point when it comes to gaining their trust.
3. Happy Customers Lead to More Happy Customers4. Happy Customers Lead to Sales
Sandy Rogers is Enterprise Rent-A-Car’s former senior vice president for corporate strategy. When working at Enterprise, he joined the project of improving service to drive customer loyalty.
5. Excellent Customer Service Is a Competitive Advantage
Regardless of industry, customers now expect superior service. The opportunity to turn customer service into a competitive advantage is for every brand.
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