Customer experiences: Consistency should be the watchword

Image for Customer Experiences Poast - workers-807577_1280The author of this article points out that less than 10 percent of customers who had been trying to resolve a customer service issue experienced a “seamless” process along the way .  This is bad news for those businesses where there are multiple systems in place and multiple ways a customer can be in touch.  Customers want all those options, but they also want and need to be served efficiently.  This means that every department and communications channel has to be aware of what every other one is doing. In short sales, marketing, service, and operations departments all need to be talking to each other and continuously looking at the systems they have in place for serving customers.

According to a 2015 study by IB and eConsultancy, 69 percent of brands think they’re providing superior customer experience, but only 31 percent of customers agree.

A multi-channel system has the potential for excellent customer retention, according to one study.  But, it must be consistent.  It must be obvious to the customer and it must be in keeping with your brand. Building a system that makes sense from the outside, not just within your company, is necessary.  After you’ve implemented -channel processes, you’ll want to try to measure customer retention and, ultimately, the revenue you’ve gained by retaining that customer over time. 

If you’re a small business, consistency for the customer is usually a given. It’s when a business grows that it’s in danger of losing touch with what a customer needs.  Make sure you’ve got at least one employee dedicated to the task of ensuring the customer experience remains the same even as company growth happens. It takes concentrated effort, but it’s well worth it.

Creating the best, most efficient customer service system will help your company avoid lost business and negative word-of-mouth in the long run.

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