If your customers have a bad experience with your brand, they will call customer service. And if your customer service can’t help, say goodbye to having repeat customers.
Here’s an example:
Let’s say you applied for a specific service.
There is a waiting period for you to get it approved and processed.
They come back to you via your preferred method of communication, email, to let you know that there are some missing documents or information to process your application.
You proactively update all the information and send it back.
Then you wait.
You start wondering, Did they see my update? What happens now?
You exercise your patience.
Until one day, you have had it.
And so you recheck your email to see any sign to communicate back with them.
The email they sent you is a “No-Reply” email so when you try to reply and ask about the progress, the email delivery fails.
You notice that there is a note that tells you, “If you require assistance, please contact X.”
Then you find no mention to X’s email or any contact information.
You get frustrated.
Then, you pick up the phone and call customer service.
Did you want to call customer service?
It’s just that the bad customer experience that led you to that.
How to make sure your customers have a good experience?
Follow a few simple steps:
- Map your customer journey.
- Walk in your customers’ shoes by conducting mystery shopping.
- Ask them about their experience.
- See what others are doing.
- Brainstorm how to improve the experience.
- Start getting down to business and see how you can improve your systems, your process, your customer channels to make it happen.
What are you doing today to improve your customers’ experience?