How to analyze your company’s customer service, gain insights, and develop strategies to earn positive reviews and ensure customer satisfaction! We explain all this and more in a clear and straightforward way in this article. Read it now!
In highly competitive markets, customer service is a major competitive advantage and has a direct impact on customer satisfaction.
That is why it can determine the success or failure of a business.
There is no shortage of data to back this up. According to a global study conducted by Microsoft in 2018, 95% of shoppers prioritize customer service when choosing a company.
With that in mind, we’ve compiled data on buyer behavior, insights into customer service in Brazil, and tips on industry best practices.
This way, you can develop your Customer Experience (CX) strategy more consistently.
So, are you ready to take a fresh look at customer service right now?
Here's what you'll learn along the way:
1. How customer service should deliver value to the customer
2. What does the data say about companies’ customer service?
3. Two insights for improving customer service
4. Three tips for improving customer service
5. Why start monitoring customer service quality now?
6. Conclusion
1. How customer service should deliver value to the customer
To get right to the point, customer service basically has two goals.
The first step is to build a relationship with the customer. In other words, make them feel comfortable interacting with the company whenever they want or feel it’s necessary.
So, whenever a customer’s question goes unanswered, or they are unable to interact with the company, their expectations are not met. And the result is a customer who is less satisfied than they could be.
Therefore, making it easier for customers to interact with the company is essential. And this must be achieved by providing appropriate channels and ensuring a personalized customer service experience.
Second, customer service should resolve customers’ issues. Mistakes happen, and that’s okay. However, to keep customers satisfied, you need to address them quickly and sensitively.
Did you know that if you resolve your customers’ requests within 5 minutes, they’ll spend more on future purchases? That’s what this Harvard Business Review article says.
That said, let’s take a look at how customers perceive customer service at companies in Brazil.
2. What do the data say about customer service at companies?
According to a survey conducted by Reclame AQUI in March of this year, while companies’ behavior has improved in the eyes of customers, there is still room for improvement in their customer relations.
41% of them expect a positive experience from the point of sale through to after-sales service. In addition, 1 in 4 customers would like to see more transparency in communication with companies.
By looking at the segment that grew the most in 2020, we can better understand this situation.
E-commerce grew by 75% last year, driving increased use of digital sales and customer service channels.
However, at Procon-SP alone, the number of complaints nearly quadrupled during that period, reaching 300,000 in 2020.
In other words, consumers today have much greater convenience when it comes to shopping without leaving home. Yet they still encounter significant problems in their dealings with companies.
What are the most common mistakes in customer service?
According to the INSV (National Retail Safety Index), which analyzes 50,000 spontaneous online comments each month, the main issues include:
- errors in product shipping;
- expiration of the delivery deadline;
- difficulty picking up the item in-store;
- and other conflicts between online and in-person service.
In general, they indicate that the lack of integration between purchasing and communication channels is a major concern for customers.
In February, for example, the INSV identified more than 2,500 negative posts on social media, containing customer complaints about companies. And 76% of the complaints cited customer service.
In the face of so much criticism, what can be done to improve the situation?
Let’s take a look at some insights for developing effective strategies to improve customer service!
3. Two insights for improving customer service
For companies that want to grow, it is essential to understand that consumers have changed significantly. And this new consumer profile presents many challenges for brands.
During the pandemic, many customers shopped online for the first time and liked it. That’s why, now, in addition to quality service, they want more convenience.
For example, customers want to interact with brands across different channels and be able to make purchases wherever, whenever, and however they choose.
And they also want to be treated with empathy, transparency, and efficiency if they have a question or a problem.
Challenges in providing good customer service
A recent survey by Opinion Box, conducted among companies in various industries and consumers in Brazil, revealed that, from the customers’ perspective, the main challenges for companies looking to improve their customer service were:
- prompt service (49%);
- after-sales service (45%);
- 24-hour service ( 40%).
However, only 27%, 23%, and 25% of companies, respectively, view these issues as a challenge.
Strategies for Improving Customer Service
Another insight comes from strategies that focus on customer service and enhance the experience:
- Sales via WhatsApp (32%)
- Buy online and pick up in store (29%)
- Social media sales (26%)
- Exceptional customer service (17%)
- New sales channels (16%)
- Telephone sales (13%)
In the eyes of customers, these are the most highly valued.
However, only 10% of the companies surveyed offer delivery. Only 8% offer the option to order online and pick up in-store. And only 22% have implemented sales via WhatsApp.
This means that companies are not focusing their efforts effectively. It also suggests that customer pain points need to be placed at the center of decision-making. Only then will it be possible to deliver a good experience.
4. Three tips for improving customer service
a. Collect customer feedback
Identifying the weaknesses in your customer service is the first step toward improving it. To do this, it’s essential to consistently gather customer feedback.
Did you know that while 80% of companies rate their customer service as efficient or very efficient, only 51% of customers agree with that assessment?
That’s why it’s essential to regularly survey your customers to identify their main pain points and needs, and assess how your company can address them.
To gather information quickly, you can conduct satisfaction surveys after each interaction.
But if you’re looking for a comprehensive, detailed, and strategic overview of your customer service, consider hiring mystery shoppers.
Important: Analyze the feedback and set priorities to resolve issues in a systematic and productive manner.
Next, share the findings with the sales and customer service teams.
And finally, once you’ve completed the improvements suggested by your customers, share the results with them, thank them, and acknowledge their input, so they can see how important they are to the company’s growth.
b. Cultivate empathy and be transparent
Teach your team to always put themselves in the customer’s shoes. To understand their concerns, practice active listening. This helps customers be less reactive and more understanding of any limitations.
To resolve issues, relax any rigid processes that aren’t strictly necessary. And if you can’t resolve them immediately, be transparent and provide an estimated timeline for a permanent solution.
Apply the S.C.O.T. communication method.
The acronym S.C.O.T. ( ) stands for Safety, Clarity, Objectivity, and Transparency. To provide quality service, these are essential qualities that customer service representatives must demonstrate when communicating with customers.
Instilling confidence is essential to putting the customer at ease. They need to feel that your company is doing its best to address their needs. If you can’t explain something to the customer right away, ask for a moment to find the correct answer.
Be clear and concise when communicating with the customer. Always make sure they understand what you are saying, and use clear, easy-to-understand language. Always strive to answer the customer’s questions directly and concisely.
Finally, never make promises you can’t keep, as this leads to customer frustration. On the contrary, being transparent is a way to build trust with the customer you’re serving.
c. Respond to customers promptly
Without a doubt, responsiveness is one of the best strategies for providing excellent customer service, since customers always want their issues resolved as quickly as possible.
Leaving a customer waiting due to a lack of organization, knowledge, or “bad attitude” can cause irreparable damage to a company’s reputation.
According to SuperOffice, more than $62 billion is lost each year due to poor customer service.
On the other hand, when the problem is resolved quickly and transparently, the company reaps a number of benefits, such as recognition for quality, improved customer satisfaction scores, and, as a result, increased customer loyalty.
So, stay one step ahead of potential issues and avoid complaints. Whenever your company identifies in advance a delay in product delivery or an operational issue that could affect the customer’s experience, notify them ahead of time and give them a chance to prepare for the inconvenience.
He will certainly have a much more positive view of your company, since a gesture like that shows respect. And everyone likes to be respected. That’s why your company will certainly be recognized and valued by the customer.
Were these tips helpful to you?
We hope so. And before we wrap up this article, here’s a look at what companies are already doing to evaluate their customer service. Take a look.
5. Why should you start monitoring service quality now?
More and more companies are focusing on improving customer service. Most of them (57%) already survey or evaluate the quality of their customer service, and 26% plan to start doing so this year.
This data shows that the vast majority of the companies surveyed (83%) are truly committed to quickly identifying the issues that undermine the customer experience.
And that’s a very positive thing. After all, customer service isn’t the only factor that influences the customer experience, but it does carry a lot of weight.
For 68% of companies, customer service is currently the factor that attracts the most customers. And for 62% of customers, it is the third most influential factor in their decision to buy from a brand again.
In other words, customer service is essential to business success.
Conclusion
In this article, you’ve seen that quality customer service aims to maintain the relationship with the customer. This means valuing customers and finding efficient ways to solve their problems.
Another key point was to understand the main challenges companies face in improving the quality of their customer service. This makes it possible to precisely define strategies that will have a positive impact on the shopping experience.
In addition, you can use these tips to guide your customer service team’s day-to-day work and to structure training sessions.
The ongoing development of your team is what will enable your company to stand out and grow in your market.
In short, it became clear that, in order to grow, it is essential to have a deep understanding of the customer and to establish service processes that quickly resolve their problems—always with empathy and respect. After all, we’re talking about a person, not just a customer.
