Have you ever called a customer support line and heard the computer-generated voice phrase: “I am capable of understanding complete sentences”? There’s a pretty good chance you have, and there’s also a pretty good chance that when you tried to relay the reason for your call to this artificial intelligence bot, it told you, “I’m sorry, I did not understand. Can you repeat that?”
You’ve heard it a million times: never publish the first draft of anything and get some feedback to revise it. So if you wouldn’t publish an ebook, whitepaper, blog post, or even a tweet without a second pair of eyes on it—why would you avoid getting customer feedback?
Did you know that 87% of customers today think brands need to put more of a focus on a more consistent customer experience? That’s a pretty large percentage, showcasing both a problem in today’s customer experience processes, but also a very significant opportunity for businesses who are aiming to implement more strategic growth initiatives into 2019. But in order to enhance your processes, you have to start from scratch, and that means finding out what your customers even think about your products, services, and support processes to begin with. So, in order to do this, you need to collect some customer feedback. But in today’s digital age, what is even the best way to do this anymore? Emails, texts, or is the phone still the best solution?
You’re hearing time and time again how “personalization is everything” and if you don’t get the right message in front of the exact eyes, you’re bound to waste precious energy and resources on, quite frankly, the wrong people. Maybe you’ve even tried some targeting to some of your ideal prospects you’ve been after, and it didn’t work, leaving you to wonder if targeting is all just another piece of marketing “fluff” that’s all talk and no action.
Your customer service strategy is the lighthouse for your customers, ensuring they stay on the right path and out of the rocks with your product or service. But how strong is the bulb in your lighthouse? Is it so bright that your customers hardly see the shore and keep sailing on, or is it not bright enough that some of your customers are still crashing into the rocks? One way to measure the brightness of your customer service strategy lighthouse is to calculate your company’s customer effort score.
If you’ve ever had your beach day rained out, you probably know that even with the best intentions and greatest computer models, we humans are not so great at predicting the future. So when it comes to customer support and satisfaction, it’s best to remove guesswork wherever possible; asking customers about their experiences with your organization will better inform the decisions you make in the near future. If you haven’t already, it’s time to start a customer feedback program.
It’s no secret that it costs 5 to 25x more to acquire a new customer than it does to keep a current one. It should also come as no surprise then that it’s much easier to sell to an existing customer than a new one. Marketing Metrics reports that businesses only have a 5-25% chance of selling to a new prospect, but they have a 60-70% chance of selling to a returning customer.
Website chat services have now become almost an expected part of any website you visit. You know, the little bubble that sits on the right lower corner of your browser, providing access to answers at any moment a question may arise. They’re ultra-convenient, and perhaps sometimes even a little aggressive, but they present a massive opportunity to service your prospects and current customers in a format many of today's website visitors prefer, and quite frankly, expect these days.