When consumers encounter poor mobile phone service, most tend to shake their device in hope of regaining reception. But, when consumers receive poor customer service, shaking a live agent is simply out of the question (and physically impossible, too). With expectations high, customers look for service that solves their problem in a timely, efficient fashion. No matter the channel--email, social, phone, or Web--customer service has become the key driver behind customer satisfaction at all stages of the consumer lifecycle. Earlier this month, we took a look at how companies are beginning to fuse their live and self-service offerings in order to provide a seamless customer service experience. With consistency at the core, companies are learning to engage with customers on their terms, thereby building trust and satisfaction. Last Thursday Rick Williams, manage of customer support at Yamaha, joined us for our #1to1service tweet-up to discuss what matters most when it comes to developing a seamless service experience.
Here are some of the highlights:
@Hyken: @TheYamahaHub Self help is good. Sometime you have to train the customer how to use self-help effectively. #1to1service
@TheYamahaHub: @Hyken Yes, awareness of the tools and getting them to use them instead of always picking up the phone is an on-going process. #1to1service
Shep Hyken and Rick Williams discussed the importance of making sure customers are aware of all service options available. In many instances, customers do not realize that self-service channels exist. While companies do not want to seem like they are forcing consumers to take the self-service route, as they do not want to alter their behavior, they must be sure that customers know these options are available 24/7.
@rssimons Customers are demanding personalized information as they move from their desktop to tablet to mobile devices throughout the day #1to1service
@ValaAfshar Empowering customers is very important - timely access to the right content, with the right context is key. #1to1service
Richard Simons and Vala Afshar highlighted three important tactics for building trust and loyalty: consistency, relevancy, and personalization. As customers jump between their various electronic gadgets, they want to be sure that they receive consistent information. By making sure that all service channels offer the same answers, companies ensure reliability. These answers must be relevant to the issue at hand. Companies must also do their best to draw from previous interactions to know where the customer has been, what the customer has done, and how they can better serve that particular individual.
@miladantonio ...83% of people have not completed a purchase due to poor service. That's a lot of lost revenue #1to1service
@AP1to1: @miladantonio The messages here seems to reinforce that service must be exceptional at all stages of the customer lifecycle #1to1service
Mila D'Antonio, 1to1 Media's editor-in-chief and tweet-up moderator, noted what kind of impact poor service can have on customer purchase habits, which led me to point out something universally true among all the customer service professionals I've spoken to: Customer service must be exceptional at all stages of the consumer lifecycle. When it comes to service, companies cannot risk the repercussions of failure. Though they may falter now and then, they must be sure superior service is at the core of their organization.