This relationship will be tested by the entire process of the buyer seller relationship. Here are 8 essential questions to be considered when designing a great customer service experience for your customers.
What are the images and promises of the marketing campaign?
People begin to form opinions of your company and products from the messages they receive before they even purchase your product. Often, they receive these images before they have even thought of buying. Will your images match the experience?
How easy is it to order/purchase the product?
Once someone has decided to purchase your products or services, how easy do you make it for them to do so? Is there someone to answer the phones or will they get a voice mail message? Can they order online easily? This is how many companies lose sales. Potential customers - who want to act now - will simply get frustrated and go on to the next company that will answer their concerns.
Do you follow up on leads? Are email/website inquiries answered quickly. Do you return phone calls promptly?
When a buyer does reach you, are your systems in place to make the purchasing process as simple as possible? Buyers want to feel that they've made the right decision in choosing your product. By creating an easy process for ordering, you help them feel confident in their decision.
How well does the product live up to the expectations of the marketing?
Your customer now has your product in his possession or has used your service. Will it live up to any hype used in the marketing campaign? Or will there be a letdown when the actual product does not match the expectations? Marketing is a powerful force. It will create expectations that must be fulfilled by the product or service. When it doesn't, it can create customer satisfaction problems. Make sure your product matches expectations.
How well will the product live up to the expectations of the customer?In addition to the marketing message, a customer usually forms his own expectations based on past experiences with similar products or services, observations and conversations with others. Will this add to the experience or create a letdown? Products and services must match expectations or exceed them. Anything less will create a potential customer service problem.
When something goes wrong, how is it fixed?
Do you acknowledge that problems can happen? Have you decided how to satisfy customers? Have you looked at the financial ramifications of your solutions? Better yet, look at the product itself. If you find many customers with similar problems, perhaps it is most appropriate to address weaknesses in the product/service itself.
What are the procedures?
Even with the best of products and services, problems can occur. It's best to address these issues beforehand. Decide what processes will be used to satisfy your customers. Think about solutions - its cost, discounts, etc. If you are going to replace a product or re-do a service, how quickly can you get it to done? Servicing existing customers is as important (and more so) as servicing and providing for new customers. Customers will tell more people when they've had a bad experience then when they've had a good experience. Solving customer problems not only affects that specific customer but many other people as well.
Can your organization be easily reached or is the process frustrating to most?
Everyone has frustrating stories to tell about voice prompts that go nowhere. They don't cover your problem and they continually loop back into the system without a way to speak to a live operator. Make it easy for people to speak with someone. Test your systems thoroughly. Automation is a great help and a cost saver for organizations but it must be used judiciously.
Can the customer service rep actually help?
Customer services reps must be empowered to solve problems. They must be able to do more than empathize and smile. Nothing is more frustrating than a nice customer service rep that is unable to resolve your problem. Give your staff the appropriate information and training. Let them have responsibility and accountability for their actions. Employees tend to rise to the level that is expected of them.
Finally...
Good customer service requires an ongoing examination of methods. The questions discussed above will start the thought process necessary to truly deliver world class service.
When a buyer does reach you, are your systems in place to make the purchasing process as simple as possible? Buyers want to feel that they've made the right decision in choosing your product. By creating an easy process for ordering, you help them feel confident in their decision.
How well does the product live up to the expectations of the marketing?
Your customer now has your product in his possession or has used your service. Will it live up to any hype used in the marketing campaign? Or will there be a letdown when the actual product does not match the expectations? Marketing is a powerful force. It will create expectations that must be fulfilled by the product or service. When it doesn't, it can create customer satisfaction problems. Make sure your product matches expectations.
How well will the product live up to the expectations of the customer?In addition to the marketing message, a customer usually forms his own expectations based on past experiences with similar products or services, observations and conversations with others. Will this add to the experience or create a letdown? Products and services must match expectations or exceed them. Anything less will create a potential customer service problem.
When something goes wrong, how is it fixed?
Do you acknowledge that problems can happen? Have you decided how to satisfy customers? Have you looked at the financial ramifications of your solutions? Better yet, look at the product itself. If you find many customers with similar problems, perhaps it is most appropriate to address weaknesses in the product/service itself.
What are the procedures?
Even with the best of products and services, problems can occur. It's best to address these issues beforehand. Decide what processes will be used to satisfy your customers. Think about solutions - its cost, discounts, etc. If you are going to replace a product or re-do a service, how quickly can you get it to done? Servicing existing customers is as important (and more so) as servicing and providing for new customers. Customers will tell more people when they've had a bad experience then when they've had a good experience. Solving customer problems not only affects that specific customer but many other people as well.
Can your organization be easily reached or is the process frustrating to most?
Everyone has frustrating stories to tell about voice prompts that go nowhere. They don't cover your problem and they continually loop back into the system without a way to speak to a live operator. Make it easy for people to speak with someone. Test your systems thoroughly. Automation is a great help and a cost saver for organizations but it must be used judiciously.
Can the customer service rep actually help?
Customer services reps must be empowered to solve problems. They must be able to do more than empathize and smile. Nothing is more frustrating than a nice customer service rep that is unable to resolve your problem. Give your staff the appropriate information and training. Let them have responsibility and accountability for their actions. Employees tend to rise to the level that is expected of them.
Finally...
Good customer service requires an ongoing examination of methods. The questions discussed above will start the thought process necessary to truly deliver world class service.
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