The digital transformation of enterprises has changed their relationship with their customers, and instead of the brand in purchase decisions …
This remains a way to evaluate a bid to differentiate the choices available to consumers caught in the mass of information they can find on the internet. But the chaotic set of data is structured by the price comparison, the advices, blogs and websites that perform product testing. The mark can therefore be mistreated or lose all usefulness.
The figures relate to mergers and acquisitions show that a trend is emerging, that of abandoning the brand in favor of a strong customer relationship.
In other words, buyers prefer to invest in companies with loyal customers with a strong potential for cross-selling.
The massification of digital cameras combined with Cloud computing allows direct communication without intermediary; thus reducing marketing costs, optimize the customer lifecycle and improving the buying journey, resulting from the collection of opinions. Finally, this phenomenon has also facilitated the rebranding.
The assistance service is a way to build strong relationships with your customers, control your brand and increase your revenue. According to a survey conducted by Sprinklr 86% of them are even willing to pay more for a better customer experience (CX).
Thus see 5 points that should be addressed in the establishment of your strategy to build and manage relationships with your customers.
1. Collect and use feedback from your customers
The customer experience can constantly be improved if you take into account the positive and negative opinions. The collection of such data can be via notes, emails or platforms like Zendesk, User echo that facilitate their managements.
The feedback will also be used to offer products or services that better meet their needs. Involve them in developing your solutions, fulfill a need for recognition and highlight in the community also help to strengthen your relationship with them.
2. Anticipate potential pitfalls
The main purpose of the support is to help clients when they encounter a problem with your product or educate. But this team should be the last step, the last resort to consider. So be proactive and help design a center with the necessary documentation so that they can find all the information required: whether to open an account, find other offerings, your pricing, etc. Consumers n ‘ actually have no preference between a support platform available online or representative on the phone according to the study presented by the Harvard Business Review.
During exchanges by email or telephone, representatives will also provide links to the tutorials the most consulted and relevant to your customers.
3. Be present on channels where your customers are located
Also according Sprinklr, 60% of customers contact at least occasionally brands on social networks, 11% and 5% very often often; hence the importance of having invested this channel.
Nevertheless, it is imperative to put in place a program to manage the negative opinions of consumers and avoid “bad buzz”; 55% of companies have still not developed a strategy to deal with it and 11% lost revenue due negative comments.
Finally, social networks also help to increase your ROI since customers who have established relationships with brands on these platforms spend 20-40% more.
4. Reduce the number of interlocutors
The preceding point raises another problem, that provide a consistent cross-channel user experience.
Avoid transferring consumers of a service or platform to another, as they will be more likely to lose patience and give up; and all the more so as there are points of contact.
Your goal is to limit their efforts to reach the right person, and solve the problem they encounter.
5. Improve empathy of your representatives
Empathy is a key component in the success of a support service. Understanding the client’s personality and needs can meet any underlying issues that he is not able to express; but also to adapt your message to facilitate trade. HBR shows that 24% of repeated calls by customer resulting in an emotional disconnect between it and the representative.
It should also avoid sending negative signals or issue a judgment culpability the customer of the unknowing.
Some companies establish profiles and typical scenarios that can meet their employees. They provide them with a list of questions and keywords that can recognize these profiles, also providing appropriate responses.
It is also possible to ask the support team to record the words or the reasons that have led to a client’s negative reaction to not reproduce these behaviors; or when it is not possible to respond to their request to change the regulation.
Finally, according to Edelman, 9 out of 10 respondents wish to have a sincere relationship with the company that delivers services, and two thirds one-way communication, with more commitment on his part. So there are expectations that go beyond just listening.
The IT consumerization questioned this model to shape a new way to communicate and increase the loyalty of its consumers. However, advertisements that are based on the brand attracting new consumers, increase the desirability of a product and therefore allow to continue to offer high prices.
Your goal is threefold: to build trust and a lasting relationship with your customers, answer their questions or requests; but also ensure your online reputation to sustain your brand.
The loyalty of a customer does not depend on his level of satisfaction, but your ability to solve its problems, while preventing problems from arising and to reduce to its efforts to finalize its request.