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You’ve taken a prospect all the way through the sales funnel. You caught their eye, piqued their interest, addressed their concerns, and nudged them elegantly to the point of conversion. That means you’re done, doesn’t it? You have their money, and barring the unlikely event that they request a refund later, you’re going to keep it. Surely you should wave them goodbye.
After all, continuing to deal with them seems pointless: rather like charging a certain amount for a job, completing it, then sticking around to help out further for free. This mindset isn’t exactly uncommon. The sale is perceived as the end of the process. Make the sale as big as possible, forget the buyer, and move on to the next prospect.
In reality, this has never been a good idea. Even a hypothetical business that had an endless influx of new prospects would benefit from providing great after-sales support, because happy customers would recommend it and make those prospects more likely to convert — and given how competitive the online business world is today, the supply of prospects is far from endless.
Great customer service will keep people coming back to buy more, encourage them to generate referrals, and significantly improve your corporate reputation. But how can you achieve it? Here are five customer service tips that can help you throughout the rest of 2020:
Analyze and action customer feedback
Knowing what your customers are saying about you is extremely important, because it should guide the development of your business. If you want to consistently provide a great customer experience, you need to keep your company moving: standards change on a regular basis. To do this, you must track everything from your internal review system to social media mentions.
The bigger your company gets, the more data that will yield, so you might be unsure about how to use it. That’s where BirdEye comes in, using NLP to infer the significance of comments and giving you clear indications of where your business is succeeding and where it’s failing. You can then take action based on those indications, and make it clear why you’re taking action. That will show your customers that you care about what they think of you.
Provide a useful curation service
If someone buys from you, that means they trust you to provide decent products at acceptable price points — and that gives you an opportunity to build on that trust by providing broader guidance through curation. The curation process is about saving your customers time by recommending specific things. More often than not it’s going to involve recommending products — the dropshipping model is exclusively based on curation, after all — but you can also suggest other retailers (not competitors), pieces of content, or even real-world projects.
This kind of curation shows two things: firstly, that you bring some valuable expertise to the table and thus deserve to be supported, and secondly, that you care about more than selling products. Knowing that you’re invested in their overall happiness will lead your customers to view you more positively and pay more attention to your product marketing (knowing that you wouldn’t just recommend something bad for the sake of profit).
Maintain an insightful industry blog
In addition to curation, another way to show your expertise is to write a lot of content on industry topics that may be of interest to your customers. You could talk about the progress of your company (behind-the-scenes content can be incredibly effective), detailing new features coming to your site and new products you’ll soon be offering. You could explain to people what a new product trend is all about.
The tone you use is up to you. Some companies like to be very informal and welcoming to encourage their customers to view them as friends, while others prefer to be strictly professional and focus on showing their elite-level understanding. Think carefully about what might work best for your particular customer base.
Implement a 24/7 support chatbot
Chatbot technology has come a long way over the years, and it’s now possible (and practical) to use a chatbot that can capably address basic queries and escalate trickier issues by passing them to human support assistants. There are several huge benefits to this, but what matters here is how it benefits your customers.
Knowing that there’s a chatbot there to answer questions and provide suggestions will make people more likely to visit your website during odd hours. It will also give them confidence about receiving consistent support for basic tasks. Take something like checking the status of an order, for instance. It’s so simple that waiting around for a human assistant to be available is often frustrating — and a chatbot can yield that update near-instantaneously.
Offer a straightforward loyalty scheme
Many companies (particularly those in the retail world) now offer loyalty schemes designed to keep people buying from them in perpetuity, but a lot of them function in frustrating ways. For instance, they’ll have rewards that can only be redeemed after many orders, leading buyers to see little benefit to using them. If you have to place ten orders (spending a lot of money) to get one “free” hat, what’s the point?
To impress your audience, then, you can offer a loyalty scheme that’s straightforward and easy to use. You can have a system for collecting points and allow those points to be redeemed for discounts at any time, for instance — or even give a permanent discount to anyone who spends a certain amount of money through your business.
The better you make your customer service, the more customer loyalty you’ll win — and since customer loyalty is one of the biggest drivers of business success, this isn’t a matter you can afford to overlook. Try these ideas to improve your customer experience and see how they work out.