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Tag Archive for wow customer service

Consumers Want Personalization

personalized customer experience

When a customer walks into a retail store, the salesperson has two choices: simply ring up a purchase, or truly help the customer get what he or she really needs. The latter includes learning about the customer and making customized suggestions, while the former lacks any personalization whatsoever.

 

There is typically an opportunity to upsell and when done for the right reasons, customers will be willing to spend more than they initially intended. Think about a hotel you’ve stayed at before and upon returning remembers that you liked a certain type of pillow, a specific newspaper and a corner room. This type of personalized experience is becoming more and more common, and certain types of businesses have become very skilled at delivering personalized service.

 

If your business has not yet embraced this opportunity, you are missing out. According to Segment, which helps companies manage and activate data about their customers. “Shoppers expect brands to remember who they are, whether they’re on a digital channel or in-store, says Peter Reinhardt, CEO and co-founder at Segment. “However, very few companies can actually deliver on these tailored experiences.”

 

Segment surveyed 1,000+ consumers and found the majority of them were less than impressed by the lack of personalization in their shopping experiences. On average, 7% expressed some level of frustration when their experience was impersonal. The data shows that customers are willing to spend more money, and the companies that make the effort to deliver a personalized experience win.

 

Here are some findings from the survey:

 

  • Personalization drives impulse purchases:49% of customers bought items they did not intend to buy due to a personalized recommendation from a brand

 

  • Personalization leads to increased revenue:40% of U.S. consumers say they have purchased something more expensive than they planned to because of personalized service

 

  • Personalization leads to loyalty: 44% of consumers say they will likely repeat after a personalized shopping experience

 

Consumers are becoming more and more demanding, expecting personalized experience with every transaction. 30% of respondents say they expect call center agents to be instantly familiar with their contact history. 40% of the respondents expect to be offered personalized experiences based on their interests, buying behavior, demographics and psychographics.

 

Customers who have a positive emotional experience with a brand are 15 times more likely to recommend, 8 times more likely to trust and 7 times more likely to purchase.

 

customer personalization  

 

The Cost of Disappointment

Disappointing a customer with one bad experience can cost a brand dearly. 46% of U.S. mobile customers said they are likely to switch brands after having one bad experience. 64% of UK consumers say they have avoided a brand, whether online retail, banking or hospitality, because of a bad experience in the past year.

 

Unfortunately negative customer experiences spread like wildfire on social media. Up to 40% of consumers said they will actively promote negative messaging to warn others following their own bad experience, whether that’s telling family, friends or strangers to boycott a brand.

The most staggering number – 33% said they would permanently boycott a company as a result of a negative experience. A significantly lower number of people said they would notify the “offending” company of what they considered to be egregious treatment or customer service.

 

How to Save Face

70% of consumers report that they expect an immediate response when they submit a complaint. And moreover, they don’t want to be responsible for fixing a company’s mistake.

In the U.S., online retail brands were the most likely to satisfy customer needs, with 96% percent of respondents saying that their needs were met or exceeded.

When customers believe they have put in more effort than a company to resolve an issue, they are twice as likely to tell friends, family or colleagues about the bad experience, and four times more likely to stop purchasing from the company, switch brands, or use the company less frequently.

 

The Bottom Line

Positive customer experiences with a brand will influence 77% of consumers to return. And those customers will, in turn, tell their friends and family about their personalized experiences. So learn about your consumers’ wants and needs and deliver on them. If you don’t, you run the risk of losing consumers to the companies who are doing just that.

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The Importance of Consistency in Customer Service

Pleasing Customers Increases Customer Satisfaction by 20% and Revenue by 15%

 

 

When it comes to customer service, consistency is key. One of the most important considerations for customers in choosing a particular brand is consistency in service delivery. A survey conducted by McKinsey & Company across 14 different industries concluded that pleasing customers with the expected level of quality increases customer satisfaction by 20% and it also helps the company increase revenues by more than 15%.

It is critical to understand that winning customers and building loyalty takes time, and that in order to build good customer relationships, you need to deliver consistent service if you are to retain your customer’s hard-won loyalty. This is put nicely into perspective by the fact that customers, on average, will tell less than 10 other people about good service they have received, whereas the number is closer to 20 when it comes to letting people know about a bad experience.

Why is consistency valued so highly among customers?

Maintain Quality & Reliability

Consumers expect the same kind of quality each time they make a purchase or acquire a particular service. Customers base their expectations on their previous positive experiences, so it is the company’s responsibility to deliver the same level of services or beyond to ensure customer satisfaction. Consumers must be guaranteed that the products and services being sold to them will live up to their expectation and the product description.

 

Relationship Building & Emotional Consistency

The only way to build long-term relationships with customers is to offer dependable products and service. Being treated as a valuable customer both before and after a sale is of vital importance. In fact, to ensure repeat sales and customer loyalty, it is important that interactions with customers are consistent and quality based. The greater the emotional connection between your customer and your business, the higher the customer loyalty. After all, nothing is more trustworthy than consistency.

Obviously, no enterprise is perfect, and customers understand that. However, they are more likely to forgive an occasional misstep, provided the problem is handled quickly and with care. What customers will not tolerate is any kind of rudeness, neglect or failure to deliver on promises. This is put nicely into perspective by the fact that customers, on average, will tell less than 10 other people about good service they have received, whereas the number is closer to 20 when it comes to letting people know about a bad experience.

 

Communication

No matter how many loyalty programs a company offers, it won’t be able to win loyal customers until and unless the company offers consistency in communication. Communication with the business customers’ needs to be effective, to the point, and periodic. The only way customers can be expected to invest their money, time and effort into a product or service is through free and open interactions. To be able to successfully communicate at each customer touch point, strategies need to be developed for different areas of communication. These touch points can be appropriately used to strengthen the relationship with the clients and communicate all the relevant information in a timely fashion.

Furthermore, you can conduct online surveys and invite customers to provide feedback on their experiences with your organization, in order to learn what is most important to them. Once you are aware of what the key issues are, you can fix them immediately. In addition, monitor customers on all their social streams to catch praise or dissatisfaction, both of which you can learn from.

In addition, always provide clients with a time frame for expecting your response and consider setting up automated responses to incoming client emails, to ensure nothing falls through the cracks.

 

 

Customer Journey

Businesses should also keep in mind that it is not just the product or service that needs consistency, but the overall customer journey, which includes pre-sale engagement, actual sale and after sales services. The combined total of all these interactions with the company make up the customer journey. Customers who have all the control in the competitive industry are very perceptive and they pay attention to every little detail, which means that the company can’t afford to compromise on any component of customer journey. Customers expect the same level of service quality during each stage of the customer journey. If a company consistently pays attention to detail and offers high quality services, it would result in long term relationships with customers.

We found that a company’s performance on journeys is 35% more predictive of customer satisfaction than performance on individual touchpoints. Since a customer journey often touches different parts of the organization, companies need to rewire themselves to create teams that are responsible for the end-to-end customer journey across functions.

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