“Customers won’t care about any particular technology unless it solves a particular problem in a superior way. And if you can’t monopolize a unique solution for a small market, you will be stuck with vicious competition.” – Peter Thiel
Ramping up customer service consistently is not only necessary for a company’s success but it is also the duty of companies to ensure that customers receive top service. The kind of service a company offers will determine whether it gains customers is able to retain them, and ensure their loyalty and profitability. Customers, as we know, have a lot more options today than they ever did, and hence do not waste time with companies that offer below average service – even if their products be the best. Customer service today is the way to gain a clear and sustainable competitive advantage, especially as competition gets tougher, and more aggressive. In trying to upgrade customer service, a company must remain aware of the various new technologies that can help it to understand customers better, anticipate their needs, and help to customize business operations to suit customers. Technology can prove to be a major asset in improving the overall efficiency of the company while keeping costs down, which in turn would help in ramping up customer service to a degree that customers would love to remain with the company.
There is no dearth of new technology and technological trends today. Customers are taking full advantage of all the online information, portals, and platforms now accessible to them. They are becoming increasingly aware and prone to compare companies and products, assess prices, and read existing user reviews before making any buying decision in favour of a company. If customers are becoming increasingly tech-savvy, it makes sense for companies to keep pace and deliver in the way that would keep customers happy and satisfied, engaging them for the long-term. The fact is that technology has an indispensable role to play within the realm of customer service – which today is a highly critical asset for any company, through which it can generate customer satisfaction and loyalty, making customers buy more, and recommending the company to others. Over time, the result is sustained profits – this alone is enough reason for any company to do whatever it can to make customer service the top priority, and put in measures for ramping up customer service within the organization.
While smart companies have seen the utility of having a robust and structured customer service program in place, other still seem unwilling / unable to understand the potential of service excellence. A top class service team, with proficient and knowledgeable representatives, and updated technology are essential factors towards ramping up customer service, and keeping it in line with what customers expect. The goal of any company today would be to attract and retain its customers – and in retaining them loyalty and profitability are almost a guarantee. The fact is that customers know that companies have access to technologies that can ramp up service levels, and if a company were not providing the service they expect, it would be obvious to customers that service is not something that the company gave due importance. Customers do not even engage with such companies, let alone become loyal. Research corroborates these statements – at least 78% customers said that they would leave a company if they received poor service.
Ramping up customer service is not possible overnight, and neither can it be the responsibility of only one department. In order to keep service top class, businesses need to stay current and relevant, offering services, and products that customers would consider valuable and for which they would want to stay with the company. Implementing and using new technology is a great way to step up the service levels within a company. True, investing in technology is an expensive proposition however, using it would bring benefits that would far outweigh the investments. Through smart and judicious use of technology, a company can not only become more efficient and keep costs down, but most importantly would be able to connect with and serve customers in the way they would deem appropriate.
Today there are is an unprecedented number of channels that a company can use to connect with its customers, and hence there is no excuse for businesses to fail at communication. The best part about having access to so many channels is that a company would seem flexible and adaptable, enabling customers to use their preferred channel to communicate with it. The more aligned a company seems with its customers, the higher its chances of them staying with it, and continue giving it business. Studies and research show that customers are increasingly using the newer and various forms technology to communicate – live chat for example, is now one of the top ‘places’ to directly ‘speak’ to companies and get instant answers, rather than waiting for the company to revert.
Efforts of ramping up customer service would be incomplete without service representatives who actually care and can empathize with customers. One of the top reasons, according to research, for customers to become frustrated with a company and its customer service is because of apathetic, slovenly, and uncaring service representatives. However, often the fault lies with the company and not with the service representatives, since they would probably be following company policy and protocol of maintaining a distant and not appearing friendly with customers. However, with technology companies can revamp their policies to allow for more kindly human interactions, showing genuine care for customers, and ensuring that customers feel truly welcome irrespective of the channel of communication they may use to connect with the company. The more humane a company can appear, the higher its chances of appreciation by customers.
As mentioned, customers know that companies do have access to technology that would enable wondrous service. They want companies to be flexible and available to them when and how they want and expect. Gone are the days when fixed working hours was acceptable to customers – they must keep pace with customer demands and offer (even if partly) services beyond the ‘typical’ working hours. Round the clock live chats and or social media activity are some of the things that technology makes possible, and companies that utilize these services are more likely to stand apart and differentiate themselves from their competitors. In addition, companies must put up easily accessible answers to FAQs, forms, discussion forums online, troubleshooting guides and steps, and other such services, which customers can access and use on their own. Providing systematic self-help makes customers become self-reliant – something that is possible only the use of technology. Giving customers the options to contact a company when and how they want gives them a feeling of power and importance, which finds favour with customers.
There is no doubt that customer demands from companies and businesses have increased significantly. Companies must change and transform their business practices such that they succeed in ramping up customer service, which in turn would get them the level of success they desire and deserve. Customers expect more from companies all the time – companies have no choice but to step up in order to meet those expectations. The good news is that technology is proving to be an able partner to help brands and companies achieve their financial goals – both in the short and long-terms.
