Customer Care the New Differentiator
Customer Care Strategy
Delivering exceptional customer care, support and service should no longer be considered as a corporate obligation, but as a strategic marketing and enterprise wide initiative. As technology improves, many business software and applications have become commodities. Case in point, contact center call recording. It has been around for over 20 years and was a huge benefit to financial enterprises and retail companies. Many businesses were founded providing this front office application. Fast forward to 2016, and call recording has evolved into sophisticated workforce optimization (WFO) solutions that include call recording, quality assurance/monitoring software and even automated speech analytics.
The point here is that if you are trying to stand out in a crowded arena you must offer something that differentiates you from the noise. One thing that has become very clear to many companies is the need to deliver immediate, and great customer care. Social media, and other multi-channel customer touch points, have elevated the customer’s reach beyond a telephone call. Companies must be prepared to handle inquires quickly and efficiently with a consistent message and process.
Companies that develop a cohesive customer support strategy will be able to differentiate themselves in many ways. Not only by delivering great customer care to existing customers, but also leveraging their customers to attract new prospects. It promotes credibility and enables the marketing of their customer care successes with customer case studies and testimonials. Happy customers remain loyal customers, and it is well worth the investment to keep customer care and service a high corporate priority.
As enterprise software products have become commodities, new advanced solutions can often be complex business applications to solve today’s needs. Therefore, customer care takes on a different strategy that begins even before a purchase is made. Vendors must do a good job of understanding a clients problems, root causes and other issues. What exactly are they trying to solve and with what result? A tailored solution often works best, and in order to purchase a new solution, different procurement options must be available that match both their business and financial requirements. Delivering a complex solution requires the vendor to assist new clients every step of the sales process – from analysis of their needs to recognition of their return on investment (ROI).
A few steps that need to be considered for a successful customer care launch include a CRM package to monitor all customer issues. Tracking software can be setup with alerts for time sensitive matters, and pre- and post-sales information. This includes sales and implementation data, technical support, and other customer service data such as technical advisors, software updates, and even system audits.
Voice of the Customer
Truly managing to successful customer care also involves utilizing customer service tools, multi-channel analytics and customer surveys to capture, analyze and take actions in order to respond to customer needs. This is key to improving customer sentiment and customer satisfaction. Establishing excellence in providing customer communication and service programs that drive to quick resolution and closure creates customer loyalty not just customer satisfaction. Customer care is not an option it is an expectation.
Remember, every employee, from the front office (contact center) to the back office (fulfillment), both share in the responsibility of providing great customer service. A well thought out strategy will enable repeat business through up-sales of products and services benefiting the enterprise with revenue growth and sustainability.
“Four reasons to invest in B2B customer service tech”