67% of customers are now ‘serial switchers’ due to poor customer service

  • Parth Patel
Improving customer service is a must to grow your business
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Working to create a credible and reliable brand image depends on much more than your actual offering. Research shows that poor customer service costs businesses around $75 million in losses.  However, on the flip side, around 86% were willing to continue business if there were an emotional connection with a customer service agent.

The fact remains indisputable - Customer loyalty is directly proportional to overall customer experience. Several components go into the crafting of a customer journey. It starts with the product and its uses that appeal to the customer. The next step is the price point and further on come the packaging and marketing. Appealing to an individual or a group of people with a common purpose is the ideal way to build an interest in a product.

The journey just begins here. Next follows the uphill task of sustaining this interest. The success of any business rests in its ability to not only maintain this brand loyalty but to these loyal customers bringing in more people to join their tribe so to speak.

All of us have certain brands that are our ‘go-to’ resources. We rely on them for their quality, comfort level in using the product and its results, price among other points. However, 90% of customers remain loyal to a brand due to their customer service experience.

In today’s anonymous world of online shopping, human interaction can be eliminated- if one prefers it that way. The surge in this trend can be attributed to several factors:

-No waiting lines

-Ease of browsing and selection of items

-Discounts and deals

-Comfort of shopping in your own space and pace

-Attractive social media messaging – videos, customer reviews and other engaging posts that further drive the usability of the product.

-Easy returns process in case of brands that offer a clearly defined returns policy

Ease of browsing and shopping and a lack of long lines along with a hassle- free returns policy are the key drivers in online shopping.

  • Danny Yehya
  • Salesforce Certified Architect
  • Six Consulting, Inc.
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Easing the online shopping process

Customers value brands that go the extra mile to appreciate them and ensure that the smooth buying journey is translated in a smooth return, warranty or even a resale experience. Nothing will lose your brand its hard-earned customers faster than a poor customer service interaction.

Amazon, for example, has successfully streamlined this difficult process and turned into an interesting case study that we can learn from. With the recent tie-up with Kohls, they have further simplified the read more

Customers value brands that go the extra mile to appreciate them and ensure that the smooth buying journey is translated in a smooth return, warranty or even a resale experience. Nothing will lose your brand its hard-earned customers faster than a poor customer service interaction.

Amazon, for example, has successfully streamlined this difficult process and turned into an interesting case study that we can learn from. With the recent tie-up with Kohls, they have further simplified the returns process into a simple click- drive-drop activity. Customers can schedule a return on their app/device by identifying the reason for their return. A return delivery slip is digitally generated. And a timeline is defined by when the customer must start the return process by dropping the item and the drop- off location. Here, the process is further simplified with a larger range of drop – off locations that include postal offices as well as Kohls stores around their preferred area.

The advantages to the customer are multi-fold: 

- frees up the customer’s time with a shorter process

-reduces anxiety of having to explain the reasons for their return

-flexible return timings that they can work around their current busy schedule

-immediate tracking of return with step by step updates

Sounds like a lot of work you might say. However, help is at hand. Today’s agile CRM systems can deal with this process quite efficiently. With a CRM system, it’s possible to:

- Set up a customized case to handle returns where you can set up fields such as return request submitted, reason for return etc.

-Define a path that can be tracked throughout the case life cycle

-Keep customers updated on return status as well as offer re-ordering and up-sell offers.

-Track the cause of returns to improve quality and internal processes

In short, earning and retaining the holy grail of customer loyalty is no longer impossible. Instead, this long and elaborate process can be broken down into a series of steps to make it easier to achieve. With the right processes, a well-defined strategy and execution plan, it is achievable and worth fighting for.