Written by Vivek Jaiswal | Co-founder, Customer Guru
We have heard this Mark Twain adage numerous times in our lives and I am certain that we have pondered over it. It has, since childhood, taught us in a subtle way, the lesson of doing the right thing. But have you ever thought that this saying is extremely relevant in the field of customer experience?
It is not what you say, but what you do that matters to the customer. He listens to your offerings and he signs up, but that does not end the matter. If you cannot provide everything that you have promised, you cannot retain the customer. He needs to experience it to believe it!
Here is a four step process on how you can get better when a customer comes up with a grievance:
Customer service people are eager to solve customer issues and that’s actually a good thing, what’s bad is jumping to action without understanding the customer’s concern. As much as customers appreciate the support, it is also frustrating for them to realise that their problem has not even been understood. It is also wasted effort on the employees part. Such situations can be best avoided if employees are coached to listen attentively to customer issues and understand the issue at hand before acting on it.
No one likes waiting for anything. When a customer issue is going to take time to resolve, it’s important that the customer is kept informed about it. It is a good practice to keep your customers ‘in the loop’ regarding any concern they might have raised even in their regular feedback.
Most important: sort out the issues. Any explanation on why something has not been done will not pacify the customer. Remember, actions speak louder than words.
Following up is magical. Don’t forget the customer once its concern is resolved, it’s the most opportune time to cement your relationship with the customer! Follow up, thank the customer for raising the concern and being patient while your resolved the issue, and use this time to enhance the customer’s experience by promising that you’ll be around if they would need anything at all. Make every customer interaction personal and you’ll cherish customer loyalty for life.
In the end, taking action on customer feedback and keeping the engagement up is the actual work. Do that and your customers will stay with you forever.
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