Posts tagged customer service
You’ve asked customers for feedback in surveys. You’ve read all of the online reviews. You’ve listened to what people have told your customer service reps on the phone. So what do you do with all of this customer feedback? Here are a few ways you can turn feedback—positive or negative—into something productive.
Improve Your Staff With Customer Feedback
People love to receive good service. If you want to raise approval ratings for your brand, this is the fastest way to do it. It’s also what people are most likely to complain about. So listen to those customer-service call recordings, and pay attention to online reviews and survey responses to see what your team can do. Then provide better training for new employees, and try to train and salvage the employees you have, rather than getting rid of anyone who has ever made a mistake.
Make a Better First Impression
Learning from the mistakes of the past (as well as the things you did right) can help you to make a better first impression on future new customers. The better that first experience is with your brand, the more likely you are to get repeat business.
Learn Your Customers’ Lingo
If you speak like a consumer, you’ll get a better response. You may say that your new kitchen knife can cut through a shoe, but the customer may not care. If you read a ton of positive reviews that say the knife cuts through vegetables like they were butter, guess what your new slogan should be.
Research Your Own Market
This is a unique opportunity to direct feedback to the kind of information that you need to know. Do you have two or three products that are best sellers? Ask specific questions about what appeals to consumers in regard to those products. Then you know how to make the whole product line more appealing. And once you’ve made the changes, you know how to market the new and improved items.
Some customer feedback is requested, and other feedback is given whether you want it or not. Use both kinds to be a better brand
Social media is changing the landscape when it comes to providing customer service. Back in the day, a disgruntled customer would call, a rep would pick up the phone, and even if the issue couldn’t be resolved, it wasn’t a huge deal. You lose one customer, and maybe they tell a few friends and family. Now, one resentful customer can change the entire public’s perception of your brand—thanks to social media.
A consumer who once could only influence the opinion of a few close friends can now have his say in front of 10,000 “friends” on Facebook, Twitter, or some other social site—and for some reason, people believe this complete stranger. People trust online product reviews just as much as the advice of a parent or best friend when it comes to making a purchase.
Social Media: Judged by Your Response
Another big factor in social media is that a consumer can complain directly on your brand’s social media account page. Now, all of your other customers will be judging you based on how you handle the complaint.
- Will you commit the unforgivable sin of erasing the negative comment and force internet conspiracy nuts to upload all of the screenshots that were inevitably taken as proof?
- Will you respond in kind and alienate consumers who don’t realize that this one dissatisfied customer is unreasonable?
- Will you give in and cave to the demands of every unhappy consumer who accosts you on the internet?
There seem to be so many bad options and so few good ones. We suggest taking the high road. Encourage the consumer to direct message you his or her account number/invoice number/etc. and let them know you will “look into it immediately.” This tells your online followers 3 things:
- We won’t air our dirty laundry in public.
- We will handle customer service issues immediately.
- We won’t be rattled and automatically give out free stuff to people who complain in public, so why not just call the customer service line instead of trying to cause trouble.
It’s a simple way to appease consumers and avoid saying something in public that will get passed around faster than the flu. Having the right person at the helm of your social accounts is key in these situations.