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What makes a good customer experience?

Knowledgeable staff

Customers expect staff to know about what they are selling. A happy customer is one whose query is dealt with quickly and expertly – not someone treated like pass-the-parcel.

According to Greg Gianforte, co-author of Attack of the Customers1, every business should establish its own “knowledge foundation”. The idea is to include information about your products, services and business – as well as information about your customers. Both employees and customers have access to this information to improve customer service and for self-help.

Treat customers as kings and queens

Remember when the customer was king? It’s still possible to feel like royalty in Japan, where department store staff line up and bow to customers at opening time. That might not be the norm in Australia, but making your customers feel appreciated can be as simple as treating them with respect and dealing with their issues in a timely manner.

Ease of contact

In this infinitely connected world, you need to be available to your customers when and where they are. That means developing your mobile channels, social media, online help and support services – as well as email and phone contacts. Most importantly, make sure you have processes in place to respond to customers quickly.

According to Jay Baer, founder of Convince and Convert, customers expect companies to respond to them on social media within 60 minutes. That includes after business hours and on weekends. Consider whether you can properly resource the communication channel prior to establishing it.

Provide information

Alternatively, find ways you can provide the information customers are looking for 24/7 by creating an online resource. Today’s customers make up their mind about a purchase before ever speaking to a sales representative. By assisting them with the information they need, you’ll not only improve their buying experience, you can turn a casual contact into a sale.

Apology noted

The magical five-letter word “sorry” means a lot to an upset customer. Don’t only say sorry, make sure you deal with the complaint promptly and offer the customer some form of recompense, such as a discount voucher.

Listen and respond

Listen attentively to clients and learn as much as possible from their feedback, whether it be in person or online. Make sure any negative issues are addressed and the client is informed of the response. Show your appreciation for their business through special “VIP” offers or a simple handwritten thank-you note.

Great customer service is about going beyond the norm to offer the information, support and advice that people are looking for. In this hyper-competitive marketplace, great customer service can be the difference between a casual contact and a customer for life.

Sources

1Gianforte G, 2013, “Eight steps to great customers experience”, Forbes, http://www.forbes.com/sites/oracle/2013/05/16/eight-steps-to-great-customer-experience-part-1/

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