If there’s one thing that can make or break a brand, it’s the experience it offers the consumer. The way you treat those that choose to purchase from you can define your reputation, and determine whether or not they make that same choice again - it all comes down to customer service.
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It’s applicable to everyone, from eCommerce brands to bricks and mortar stores. Customers are the top priority, and keeping them happy is key to success. But it’s not as simple as it once was. With growing expectations and multiple channels for brand interaction, consumers now demand much more. Here’s how to develop a customer service strategy that delivers.

1. Encourage Customer Feedback

Consumer behaviour is constantly evolving, and the best way to ensure you’re aligned with it is to ask your customers for feedback on their experience. This will give you valuable insight into what you’re doing well, and where you might be falling short. Instead of looking at negative comments as detrimental, see them as an opportunity to understand and fix any recurring pain points your customers may have. 

Ultimately, by encouraging reviews, you give yourself the opportunity to assess your customer service from the perspective that matters most. And there’s other benefits too. Positive reviews enhance your brand reputation and give potential customers the confidence they need to convert. And for brands like ticketing service Skiddle, the boost they get from seeing positive feedback drives them to deliver even greater levels of service, in what they call a ‘cycle of goodness’. 

2. Enhance Your Customer Service Team

The key to great customer service is to have a great customer service team. Make sure it’s made up of people that are empathetic, patient, and have the right skill set to communicate effectively, no matter the circumstances. They also need to be knowledgeable on your products or services - if they can’t give the customer the information they’re after, it’s likely to lead to a negative outcome.

Customers reach out for support for further insight and details on how to get the platform working to the best of its ability for them — We offer support through a variety of channels including live chat, email and even zoom calls. Working closely with our tech team ensures if an issue pops up the'll get resolved as quick as possible.

-Alice Greet., Head of customer support,

If a member of your customer service team gets a personal mention in a review, reward them. This encourages them to keep going that extra mile to deliver an exceptional experience. It’s all about building a proactive team that’s happy to pick up the phone and find a resolution when things go wrong.

3. Communicate Relevant Information

A well informed customer is generally a happy one. They don’t necessarily mind if there’s issues or delays along the way - provided they know about them. For example, if your lead times are four to six weeks, make sure they understand this before they place their order, and keep them updated as the delivery date approaches - this not only gives them peace of mind, it also builds excitement. 

Consider using techniques like SMS marketing alongside an effective email marketing strategy to keep those on your mailing list engaged - new releases and product recommendations, promotions and sales, pertinent business updates - they all add to the customer experience. Good communication is critical to your brand’s success on so many levels, but when it comes to customer service it’s paramount. And it’s particularly important in eCommerce, where there’s a physical distance between brand and consumer.

4. Offer a Multi Channel Service

A lot of eCommerce brands restrict themselves to email for customer service, when it should be just one part of a wider strategy. Your customers are all different - some of them won’t check their email because they’re tired of spam and unwanted social notifications. Find out who they are and how they prefer to communicate, then deliver the same standards of service across every channel:

Mobile devices - consumers want to communicate with ease wherever they are, so make sure customer support is available on the go. Mobile friendly live chat is always a winner, but remember, some people still prefer a voice on the end of the line, so have a phone number clearly visible. 

Social media - be it Facebook, Twitter, or Instagram, make sure you’re on top of any comments, mentions or messages, and keep response times as low as possible. Getting customers to engage with your brand on social platforms also gives you a wider reach for timely updates, as well as encouraging user generated content that adds to the customer experience.

FAQs - an FAQs page on your website is the ideal solution for those that prefer to solve their own problems, giving them quick and easy access to commonly sought after information.

Why Should Your Brand Better Its Customer Service?

It should be par for the course, but good customer service is actually pretty hard to come by. Thankfully, it’s easy to ramp up your efforts and set yourself apart from the competition.

Brands that focus on customer service excellence boost their reputation, retain a loyal following, and lower acquisition costs through customer referrals and reviews that do all the talking for them. So keep your customers happy. Because at the end of the day, your brand is nothing without them.

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