Looking to find that edge in the market to make you rise above the competition? All businesses, whether large or small, must be able to set themselves apart by doing one thing well – offering stellar customer service. According to Qualtrics, data collection software, “Consumers who report a good customer service experience are 38% more likely to recommend that company than consumers who received bad customer service.”
In order to reach that level, it must start with effective customer relations and customer service. While both are similar, strong customer relations is the foundation of customer service. Customer relations is how a company engages with and relates to its customers, old and new. Then, in return, how the customers interact with the company. Customer service is the actual support and assistance the company provides to existing customers.
While you can certainly have the aspect of customer service nailed down, being able to gain new customers and keep your current customers is where it is vital to build strong customer relations. According to an article on Indeed.com, customer relations is a way of being proactive as you focus on the customer’s experience and interaction with the company. Customer service is reactive as you assist customers after interacting with your products.
It is not the job of the customer service department to maintain customer relations. Customer service representatives serve the customers and assist with needs but building customer relations must be a company-wide priority. Consider how each employee can make the customer experience a better one.
Let’s take a look at ways to improve your customer relations in order to gain and retain customers long term:
- Customers Come First
Company-wide, identify how each department prioritizes the customer. Starting with viewing and interacting with the company online or through social media, what is the initial interaction with the company like, and who is in charge of making sure that it is a positive experience? Discuss with your team what possible needs and questions a new customer may have, and designate team members to tackle how to best meet those needs either by interacting on the phone or, preferably, in person. Practice active listening to ensure customers feel seen and heard. This creates trust and confidence that there will be a solution.
- Customer Onboarding
New employee onboarding allows for new hires to understand the mission of the company and helps get them acclimated to the processes where they will be working. The same is true for new customer onboarding. Consider how-to guides, video tutorials, blog posts, or a frequently asked questions page on the website to allow the customer to have access to up-to-date information about the company, processes and/or equipment.
- Accessible Customer Support
Is your customer support team trained to adequately handle questions and needs of the customers? When a customer reaches out to the company, he wants to feel seen and heard, knowing he is the top priority. If company-wide customer relations is a priority, the customer service team should know who to reach out to have more intricate questions answered. Provide a variety of ways for the customer to reach out besides the phone. Email and social media can be more convenient to customers busy running their own businesses. Live chat options through the website are another option for an immediate response. Make sure someone is available to respond rapidly through any of these channels.
- Effective Follow-up
Who is responsible for following up with customers to make sure they are satisfied with the service and solution provided by your company? When a customer is asked about their experience, they feel valued and are more likely to return. Their feedback can be utilized for continued growth in the company and help determine where you may be excelling or falling short with regard to customer relations.
- Customer Appreciation
Showing your customers appreciation can start daily with a simple thank you, handwritten card or note on company letterhead, or phone call. Consider making an annual customer appreciation day to celebrate customers old and new and promote company gratitude. Reveal up-and-coming products or promotions to help customers feel included in company events. Highlight customers on social media to thank them for their contribution to the company and give their company some traction as well.
Customer service goes beyond answering a phone and processing an order. Initiating care for the customer at first contact goes a long way in retaining and maintaining the relationship. How well you care for your customers will encourage them to tell others about the care they receive from your company, placing you above your competitors.
