When it comes to creating a great experience for our customers, we need to ask the question, “What do our customers want?” Delivering service based on their expectations is key to our success. Fortunately, there are companies out there crunching the numbers for us and providing valuable insights.
What statistics are available on customer service? How might they influence your actions?
There’s no disputing that customer expectations have been changing … it is essential that we adapt. One place to start, says customer service guru, Denise Williams, is by asking yourself the following questions:
#1. Have your front-line staff received customer service training? Can your staff confidently answer any questions your customers have about your products and services?
Fact: 78% of surveyed customers say that competent customer service staff are most responsible for a happy customer experience (Genesys Global Survey).
#2. Is your business using channels of communication that respond to your customers’ personal preferences?
Fact: eConsultancy reported that customers prefer to receive customer support over the following channels:
- Phone 61%
- Email 60%
- Live Chat 57%
- Online knowledge base 51%
- “click to call” support automation 34%
#3. Do you follow up with your customers?
Fact: RjMetrics reported that repeat customers spend 300% more and consistently purchase more over time than new customers. In addition, repeat customers will refer 50% more people to your business than one-time buyers with 80% of your future profits coming from 20% of current customers.
#4. Do you actively listen to your customers and respond quickly?
Fact: 40% of customers will abandon an online transaction if their questions or concerns are not addressed quickly (Forrester) and 74% of customers are likely to switch brands if they find the purchasing process too difficult (HelpScout).