Listening to customers is vital and something that has stayed with me since my very first job. I was always taught that when someone receives good service, they might tell a handful of people if they’re reminded to. If they receive bad service, they’ll tell everyone!
Gone are the days where a customer has to trawl through the Yellow Pages to find a company they are looking for. The power of the internet has enabled us to search for this with a click of a button. Therefore, customer service is more vital now than it ever has been.
So, how do customers choose how to spend their money these days?
For many, it just comes down to money. If they can see that you are the cheapest option, odds are they will choose you. However, cheap does not always equal good. Many customers will have a bad experience and as a result – service is their number one priority for loyalty.
The new world of customer review sites gives customers a whole channel to vent their thoughts, whether they are good or bad. Google, Trustpilot and Shopzilla all point customers in the direction of companies with great customer loyalty. As a result, if you provide the best service, you will have a better chance of a customer wanting to recommend that service. On the contrary, disappointing customers with bad service or not delivering on promises will almost guarantee an unfavorable review. This new kind of viral word of mouth can be a disaster.
For us, it’s disappointing to see companies responding to customer complaints with anything but an apology. When things go wrong, think about how upset the customer would be – ask yourself what can you do to rectify the situation to avoid it happening again. If the problem is quickly resolved they are much more likely to give you another chance.
Regular customer feedback helps us strive for excellent customer service every time – it’s not just for the customers benefit. We learn from our customers all the time – if negative feedback is consistently directed at one area, this indicates that it should be an area of focus, try not to make the same mistake twice.
When looking for a good restaurant for instance – I always use Trip Advisor as my go-to for customer testimonials. It’s a good way of seeing what problems other customers had, whether it’s something that’s important to me and therefore, if I want to go.
At Office Kitten, we take the time to read every single customer review, and respond to all queries, even if it’s to thank the customer for their feedback.
The money some companies spend on Google Adwords, we spend on customer service training and generous policies which allow your customer service team to be flexible. There’s no point arguing over minor queries when you’re only going to have to deliver them anyway once they leave a bad review.
We encourage all our staff to put themselves in the shoes of our customers. Would they do business with us again if they received the same service. If the answer is no, we need to find a way to improve and resolve the situation.
All in all, feedback is essential to giving good customer service. Whether it is positive or negative, there are always ways you can use this to your advantage and learn from your mistakes. We learn more from negative feedback as it always gives us new areas of focus.
However, regular positive feedback is what differentiates us from other brands, especially now it is available in the public arena.
Nichola Ansbro is the Contact Centre Manager at officekitten.co.uk, an online retailer for office supplies and office stationary that is known for its quality, value and great service.