Customer retention is less expensive than customer acquisition and is, in principle, a far less complex task. Once you have wooed a consumer to your business and turned them into a customer, statistics show that they typically buy again from you. A customer who is loyal is deemed to be 10 times more valuable than their first purchase.
Unfortunately, however, many businesses overlook the importance of customer retention. Customer communication errors are a leading cause of losing customers to rival companies, with many businesses failing to realize the importance of quality customer service.
In this blog post, we will look at seven common customer communication errors and how to avoid them.
1. Undertrained Customer Agents
Quality customer service stems from quality customer agents who have been properly trained. Efficient customer service, whether in person, online, or over the phone, requires speed and detailed knowledge of a customer’s query. If the customer agent is left scratching their head at a query, the customer is very likely to be left frustrated and dissatisfied.
To set your business’s customer agents up for success, you must first ensure that they are thoroughly trained. Before ‘going live’, your agents should have an in-depth knowledge of your business and its products and services. Ongoing training should also be part of the job, given how businesses can evolve quickly and offer new products or services.
2. Limited Availability To Customers
Customer service is all about being there for customers, especially when they need you. If you sell products or services in different time zones, this should be taken into account with your customer agents. Your customer support should be available to all customers during regular working hours, regardless of the time zone.
Oftentimes, it is simply a case of needing to hire sufficient customer agents. Customers simply hate being on hold for long periods of time. Ensure that your customer service team is sufficiently well-staffed so that your customers do not have to wait long periods of time for a response.
3. Not Listening to Customers
One of the most important skills that you customer agents should have is the ability to listen. Responding to a customer’s query with irrelevant information demonstrated a lack of respect towards the customer. A customer agent should be attentive and take notes during their conversation with the customer.
Customer satisfaction surveys can help to gauge how accurate your agents’ assistance was. A customer who feels listened to is far more likely to return to your business than someone who felt brushed aside.
4. Not Being Proactive in Responding
Listening is crucial, but it doesn’t stop there. Once the customer has provided the information about their issue, they will expect a proactive solution. It’s a big no-no if a customer has to repeatedly call your business to try and find a solution to their issue.
A quality customer engagement should end in a speedy resolution of the customer’s issue, one that leaves them satisfied. A customer will appreciate it if the customer agent goes the extra mile to resolve any issue. Passing the buck and advising a customer to check out a FAQ page, for example, is less likely to result in a positive engagement.
5. Not Delivering On What You Promise
This common error ties in with #4, where customers do not feel like their issue or query has been fully appreciated. Regardless of the service or product in question, customers are looking for a quick and proper solution. If that has been promised but not realized, the customer is going to feel neglected by the business.
Such a disappointment could be fatal for the relationship with the customer and business. Many customers, who feel undervalued, will simply look elsewhere and choose one of your rival businesses instead.
6. Taking Too Long to Provide Solutions
Customers are impatient, that’s just a fact. Of course, they have a right to be. It’s their hard-earned money that they are spending, so when an issue needs resolving, time is always of the essence.
Showing a genuine interest in quickly resolving a customer’s issue and successfully following through on your promise is key. Having a customer wait for a period of time on hold or even for days for a solution will not create a good impression.
The impression will instead be of a business that is chaotic, one that the customer may think twice about using again in the future.
7. Providing Only One Means of Communication
It’s 2021, your customers will expect your business to be reachable through a range of channels. Many customers have preferences about how to contact a business; some prefer face-to-face, others go for over the phone, and many prefer online customer communication.
Offering different ways for your customers to contact you is crucial in this day and age. Omni-channel support signifies a business that cares about its customers and is always ready to help.
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Avoid These Common Customer Communication Errors
Proving swift answers to questions from customers is key to customer retention. Making your business available to customers helps them to feel valued and appreciated. The above seven communication errors and solutions should be front and center of your mind when evaluating your current customer service approach.
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