Share via email

Neldi Rautenbach Neldi Rautenbach

Treat them mean to keep them keen?

Shocking customer service

Neldi Rautenbach Neldi Rautenbach Thursday 7th April 2016
Remember the old adage: ‘Treat them mean, keep them keen'? It’s actually shocking to think that this is what many businesses do. After they have sold their product or service, their interest fade.

Imagine attending a party, where your host was anything, but hospitable – rude, reluctantly offering you a drink, doing everything in their power to make you feel unwelcome – making it quite clear, that they really couldn’t wait for you to leave. And then two weeks later, they send you an invitation to come and join in the festivities again, oh, and if you could kindly bring a present in the form of feedback, that would be great.

Sadly, this is an experience still shared by many customers. Some businesses make their customers feel like they are nuisances to be endured, not like respected, invited, guests. For these businesses, customer service are dirty words. To them it's all about sales, not after sales service.

You need to say the right things at the right time ...

Customer experience and service should begin the moment a customer thinks about doing business with you. Understanding how to create loyal customers so you can retain them, should be one of the most important things for any business. Retaining customers equals low-hanging fruit, but the majority of businesses still focus on customer acquisition, rather than retention, although it can cost 7 times more acquire new customers.

In the customer journey map there are many touch points, and the digital world can now offer virtual experiences of what customers can expect. Having a strong, multi-channel online customer service strategy, can help businesses retain customers and grow profits.

Age isn’t just a number

Many businesses don’t invest in ‘younger models’, as they mainly have two concerns:
  • “Legacy - will a new system work with our old one, won’t things get lost?”
  • “We’ve done it this way for so long, we really don’t have time to train people.”
And this is where businesses miss the ‘magic’ behind having a strong multi-channel customer service strategy. Sometimes starting over - with technology that is fully integrated and in line with business goals - makes more sense than bolting another technology to a legacy product, that hasn’t adapted as customer behaviour changed.

This isn’t speed dating

Cloud-based, automatically updated technology that can adapt to incorporating new and emerging channels has been the key for many leading organisations to not only enhance their online customer service offering, but more importantly, to resolve the majority of customer enquiries quickly and efficiently.

Others have already invested in new popular channels such as live chat, but with a siloed approach don’t understand why it hasn’t had the required impact. Investing in just one channel, or not doing it correctly, will have the whistle blow and customers move on to competitors in no time. When it comes to technology, most businesses want to adapt by incorporating cloud-based web self-service technologies in order to improve operational efficiencies in today’s challenging marketplace. However, with so many channels and technologies to choose from, and shadowed costs, many are fearful of changing their online customer service delivery.

Keen about improving your online customer service strategy?

Why not download our free Best Practice Guide to Multi-channel Customer Service Our guide will help you to:
  • Understand the challenges delivering effective online service creates
  • Get an overview of the tools available to meet those challenges
  • Discover the must-haves you need for effective implementation