October 2012 - c3centricity | c3centricity

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Social Customer Service: How to be Responsible, Resourceful & Ready in Real-time

A recent Infographic got me thinking about what has and hasn’t changed in customer service thanks to social media. In fact I should have said what has still not changed and MUST change in the very near future.

If you feel that you haven’t made all the necessary changes to meet the challenges of the new social customers and their dem ands, then read on for four actions you should be taking to improve your customer service.

#1. Responsibility

Marketing, Sales and Customer Service all have contact with customers and therefore also responsibility for them. Today these departments must work more closely together to provide a seamless connection with the customer. They need to build on each other’s efforts to satisfy the customer, so that each customer perceives that there is one company working to delight him and that he is really important to them.

Action: Employees from all customer-facing departments need to meet regularly, at least monthly, to exchange and share their latest experiences and learnings. What are customers talking about, complaining about or dreaming of? What new opportunities are there to get ahead of competition in better satisfying these current or latent needs? Organise regular exchanges or “lunch & learn” sessions and if you work in the USA recognise your most active employees by signing them up in the “Most Engaged Employee Contest”.

#2. Resources

Most organisations underst and the importance of their customer, and we all know they are more than ever in control thanks to social media. However, few companies are investing in developing their customer centricity and keeping their customer database current. Business needs to start walking the talk so their customers notice and feel a difference in how they are being treated, listened to and satisfied.

Action: Did you know it costs about 8 times as much to acquire a new customer as it does to retain a current one? Review how you collect and store your customer information. Have you verified their details in the last year? Most companies have upwards of 28% of their database which is out-of-date; when did you last check your own level? Is data stored by br and or business unit? Integrate the information, so the connection with your customer is seamless, more intimate, knowledgeable and fulfilling for you both.

#3. Ready

Social Media connections are growing exponentially but is your organisation staying ahead of the curve?. Recent figures from the latest Burson Marsteller Global Social Media Check-up 2012 suggest there are more than 10 million references to major global companies on social media every month and more than half of these are are on Twitter. Companies need to be following these discussions in addition to responding to customers in the usual way through call centers, email or postal mail.

Action: Review and revise your care center resources and training. Ensure you have a sufficiently growing number of trained staff to be available when the customer most needs to contact you. Provide the customer service agents with the knowledge, information and authority to respond to customers on social media as well as over traditional contact means. Remember that nothing disappears on the web, so written responses need to be accurate, precise and appropriate. If not you may fall into a PR disaster similar to the one Nestlé found itself in on its Facebook page in early 2010.

#4. Real-time

Did you know that customers expect a more rapid response to queries than they are used to getting? This is driving them to non-traditional methods of interacting with customer service agents such as chat and social media. According to the latest State of the Industry report from Acxiom and Digiday 74% of companies cannot respond to customers in real-time. How have you changed your care centres to respond to this dem and?

Action: Review your current customer service practices to ensure you are responding to your customers’ dem ands in real-time or at least offering a short-term solution. Have you made your agents available 24/7 or found a way to propose an alternative solution to customers who might contact outside normal working hours but when they are most likely to need help with your product or service? Customers expect answers within one to four hours these days.

These are the four essential steps that most organisations have still not taken to respond to the new social customer and their increased dem ands. What are you waiting for?

If you have taken other steps to optimise your organisations customer centricity to respond to the dem ands of the social customer then please share them here.

For more information on customer connection, please check out our website: https://www.c3centricity.com/home/engage/

The Minimalist Guide to Customer Satisfaction

Are you looking to provide the best Customer Satisfaction and Experience with the minimum amount of effort? If so, then read on.

During lunch with a friend this week, we were discussing how apparently impossible it seems for many retailers to satisfy their customers. We exchanged recent experiences about our own customer satisfaction, or lack thereof, his concerning the in-store purchase of a radio, mine during a sales pitch from a local telecom company.

We laughed together as we realised that neither of us had bought the product / service we had the intention of purchasing because of the “salesman’s” basic errors. When we realised this, we started to enumerate what potential customers are looking for, when making a purchase. Hopefully the list we developed will serve you in providing better service and satisfaction to your own potential clients.

#1. Underst and who your potential customer is

If you don’t know who the person with whom you are discussing is, then it is unlikely that you will be able to effectively empathize. Start by listening to them, to better underst and who they are and what they could be interested in buying from you. Only then should you propose a solution, or perhaps a choice of two. Remember too much choice is likely to result in no sale too. Read more about this in the Columbia / Stanford paper “Choice is Demotivating”

#2. Underst and what your customer wants

In my case, the online salesman started by telling me there was a great offer, which included all local calls for free. When I explained that I rarely called others, preferring to use VOIP services such as Skype or Google Talk, he then changed the offer to a higher priced one that included making calls when I was traveling. If he had simply prepared for the sales pitch, by reviewing my past behaviour, over the previous 6-12 months, he would have been better able to propose a more attractive new service to me.

As it was, his proposals meant my spending more money for less service, which of course was not of interest. In addition, after three attempts at proposing new services I, like many customers I imagine, had lost interest in listening to him. He didn’t know how to excite me and spent useless time in a conversation that had no value to either of us.

Again, listen and learn before proposing a product or service, to ensure you are making the one best possible suggestion. If you just keep throwing offers at a potential client in the hope that one will stick, even ones with potential are likely to go unheard.

#3. Underst and what your customer needs

In many cases, a potential customer wants something different from what he actually says he needs. Remember one of many famous Henri Ford quotes:

“If I’d asked customers what they wanted, they would have said a faster horse”

Underst anding the need that is behind the claimed want takes you half-way to actually satisfying the desire of the customer.

#4. Underst and what you can offer

In some cases you will be unable to give your customer either what he wants or needs. In these instances you have two options:

  1. Say that your product / service will satisfy your customer, which is dangerous as he / she will quickly realise that it doesn’t
  2. Say that your product can’t satisfy their need but tell them of any future planned improvements that may appeal in the near future if they are prepared to wait. You could also suggest one that will, which may sound counter-intuitive, but which will build trust and image of your br and / company that can positively impact future purchases.

Of course, if you go for the first option and say that your product / service delivers exactly what the customer is looking for, you may congratulate yourself on the sale. Of course, when your customer finds out that it doesn’t provide the satisfaction that was expected he won’t come back and he’ll probably tell everyone he knows, or even doesn’t know via the web, about his dissatisfaction. Is that really an option? A few years ago, some HBR research showed that almost a half of people having a negative experience told ten or more others.

#5. Underst and yourself

Part of building trust and a long-term relationship with your customers comes from underst anding yourself, the real, honest and transparent strengths and weaknesses of what you have to offer. Transparency is essential today in building customer trust and customers will eventually uncover whatever you have to hide, so it’s best not to have anything that you do not want them to discover.

These are just five simple ways to guarantee customer satisfaction, but of course there are many, many more. Why not share your own favourite below? 

For more information on how to underst and your customers better, check our website: https://www.c3centricity.com/home/underst and/

10 Things your Customers won’t tell you

Customer centricity has many organisations buzzing in anticipation today. Everyone seems to be talking about it and saying how important it is to the success of their business. 

We are all trying to satisfy our customers as best we can, but all too often we continue to take our own perspective, instead of theirs. Here are ten things your customers wished you knew about them.

#1. I’m sometimes irrational

Don’t ask me why I do what I do. Sometimes I don’t even know why I do things myself! If you really want to underst and me, don’t ask me questions, be a part of my life to underst and things from my own personal perspective.

 

#2. I like gifts

Yes I know I won’t tell you I bought something because I saw it advertised, but the promise of a gift really does help. We never get enough gifts, especially as an adult. Even if I know it is not that special, it makes ME feel special on an otherwise ordinary day, so go on, give me an unexpected treat.

 

#3. I like advertising

Yes I know I tell you it doesn’t matter, but I really do like watching some ads on television. Especially if they make me laugh or tell me something I didn’t know, or entertain me. I will watch them and even more than once, so your br and name might just be in my head when I next go shopping.

 

#4. I don’t like being taken for a fool

I know prices are going up all the time, but don’t try and fool me by putting less and less in the pack whilst maintaining the same pack size and price. One day I’ll notice and I won’t be happy – at all!

 

#5. Don’t promise what you can’t deliver

Also, don’t try to fool me by promising something on the pack you can’t or don’t deliver. OK you need to make your product or service look appealing to me, but if you over-promise and under-deliver it will only make any negative feelings I might have become even stronger. Even if I buy once, it’s doubtful that I’ll buy again if you have disappointed me.

 

#6. I’m just not that into you

With very few exceptions that I am really passionate about, most products and services I buy satisfy a need that I am looking to fulfil. There are usually choices available to me, so don’t take my loyalty for granted. Every purchase is a decision for me, so make it easy by always satisfying my continually exp anding needs. If you don’t, one of your competitors can probably do just as good a job as you do.

 

#7. Don’t confuse me with statistics

Whether it is offering different pack sizes at differing prices, or calculating fat / sugar content by weight instead of calories, I check your maths with my smart-phone today. I believe I should get larger sizes for less money per gram, and lower fat / sugar content for less calorie intake. I will check your claims, so don’t play the numbers game with me.

 

#8. Be happy when I complain

If I complain about something it means I care. You should be happy that I care enough to actually tell you when I am dissatisfied. Make it easy for me to contact you, give me a choice of mediums and make damn sure you satisfy me completely when you listen and respond. I will not only take my business elsewhere if I am unhappy with your response, but will probably tell the whole world about it on social media too.

 

#9. Respect my ignorance

I like to know what you are offering me. What ingredients you use; where they come from; are they from sustainable sources; can I trust you? Give me the information I need, when I need it. Don’t bombard me with too much, or hide less positive things from me. Discuss with me as an equal, don’t talk down to me, after all I pay your wages.

 

#10. Be thankful I’m not satisfied

I know I may sometimes be a pain, but be thankful that I buy from you, tell you what I think of it and ask for more, better, larger, smaller etc etc. My need for constant change and improvements will challenge you to greater things and if you satisfy my rational needs and emotional desires, I might just stay loyal. Oh yes, and don’t believe everything I say; as I said in the beginning I can be irrational, so underst and not what I am saying, but what I mean by what I say.

What are your customers saying to you? Are you listening? No-one knows them better than they do themselves, even if they don’t know how to express what they are feeling / thinking in many cases. They might not always know what they want, but they can always tell you what they don’t want.

What have you heard lately? Please share the surprising comments your have listened to recently.

For more information on customers, how to connect and underst and them, please check out our website: https://www.c3centricity.com/

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