Knowledge of customer needs and the ability to listen and act upon these are the main tasks for companies that aim to provide a unique customer experience. It is no longer news that organizations which take the time to study customer behavior are achieving success on an international level. How do you build effective channels of communication with the consumer while also getting ahead of your competitors and become a dominant force on the market? Read on for more details.
4Service carried out a large-scale comprehensive study and determined which types of customer service were considered intrusive and through which channels of communication customers were willing to communicate. Some 2,200 people aged between 18 and 56 from different economic backgrounds participated in the survey. The survey showed that a third of respondents responded positively to e-mail mailing lists. Some 21% believe that SMS alerts are much more informative than a call from a company.
However, promotions and on-site offers were positively received by only 3% of respondents. Have most of the standard methods of communication with customers stopped working? Let’s discuss.
It is easier to understand which channels of communication with the client work today if you know the target audience. The fact is that, generally, all customers can be divided into 2 groups:
They rarely give feedback even if they are not happy with the service. The main tool to communicate bad feedback about service or a place is to share this information among friends and acquaintances on social networks or forums.
Effective channels of communication for real feedback/opinions include:
E-mail remains the best channel of communication with customers. It is an effective way to start a conversation with customers and customers have the right to respond to the letter when it is convenient for them. A company has the opportunity to formulate a proposal in detail and to request feedback (or a response to the letter) after an adequate time has passed. According to the results of the study, 80% of customers consider messengers to be a modern tool for communication with a company. Almost all respondents identified WhatsApp and Telegram as the most convenient messaging platform for communication.
The primary task for a developing company is to anticipate the desires of customers before the need arises and feedback appears. To do this, you need to know what your target market needs.
The examples of competent service in the offline sphere are as follows:
Most customers aged over 30 are not ready to wait for their orders and try to contact the company through all possible channels of communication if there are changes in delivery times/delays. If these cases arise, it is likely that the customer will not offer the company any repeat custom.
Unobtrusive customer service means the customer obtaining just enough information about a company to meet their needs without getting spammed with unwanted offers/services. However, this is a fine line, to meet targets with advertising campaigns without overwhelming the customer.
Research on intrusive communication channels showed that the situation can differ significantly depending on the market segment. For example, almost all messages received from banks are perceived positively and as important, and the percentage of customers reading their messages is higher than communication from other companies. Build Customer Journey Map to find out all points of interaction with the client, conduct research and surveys in an unobtrusive form on social networks or on company websites. This will allow you to find an effective channel of communication for the sphere of your business.
— says Alena Kokina recommends.
Provide an opportunity for the client to promptly leave feedback and share their opinions. The main factor is omnichannel marketing, the client chooses the communication channel that is most convenient for them (whether this is a hotline, QR code, messenger). This helps companies to understand the need of the client in real-time and to identify detractors, those who did not get what they wanted in the location, to settle misunderstandings and leave good impressions about the service.
It is important to group customers and update the history of their interaction with the company on a regular basis. Be on the same wavelength with customers, call them for feedback, while looking for new ways to communicate with them. Promoters do not always collect accurate customer information. Work with your audience directly after purchase and establish communication in social networks.
Always respond to customer feedback and complaints, whether positive or negative. React to the situation instantly; do not leave a dissatisfied customer alone with their problem. Your task is to solve their problems and provide support.
Analyze what your customer sees the first acquaintance with the brand to the moment of making a purchase and post-purchase. A good example of customer-oriented service is the knowledge of the history behind the relationship, the formation of a personal approach, the provision of exchange with excess and when a customer has received more than expected.
Think over the details. A good example of customer service is a small gift for the delay of the goods, free fruits and sweets at the cash desks and receptions, so that the client does not feel negative while waiting in line.
For 74% of consumers, quality service is associated with discounts, profitable promotions and loyalty programs, as well as a guarantee of quality customer service.
Today, a sign of a high level of service in any field is:
To maintain a high level of customer service, it is important to pay attention to each customer. Competent companies establish comfortable communication channels, primarily for the customer rather than itself.
The future belongs to companies that foresee customer needs and wishes and implement modern communication tools:
The application of all marketing tools helps a business to grow and develop. The study showed that it is more efficient for businesses to use digital tools to automate the process of communication, implement changes faster and online. 80% of modern marketing tools instruments are already digitalized.
The main task of business owners and managers is to collect relevant feedback from their customers and employees. This information allows you to track the current state of affairs of the company and build a successful strategy.
Many specialists in the market are trying to set up new communication channels, often through a CRM system. There is no perfect solution because each customer sees the interaction with the company in its own way.
An option that takes into account all the nuances of existing tools is an optimized platform for evaluating the spectra client experience from 4Service Group.
Launching the Spectra system, like any other comprehensive data collection platform, requires some return from the company. They should be interested in solving the customer’s problems and also be ready to receive and transmit feedback, otherwise the information will not be processed and the customer will not get the desired result from the use of the new communication channel.
— says Alena Kokina, project Manager SPECTRA, Product Manager 4Service Group.
The Spectra system does not impose any restrictions on business. It is relevant for several areas, from a small hairdresser who wants to hear the needs of her customers, to a large network business and the Top 10 banks in the country that do not have the resources to manually process customer requests from all existing communication channels.
Service and well-built channels of communication with consumers are your advantages on the market. Brand capital is formed by people who trust the company and are ready to make purchases again and again.
Study your customers, build relationships with them and always be on the side of the service.
4Service Group specialists are ready to provide free advice on research and implementation of the Spectra platform.