Every business needs to understand the importance of offering consistent service. This will make customers feel that a business is reliable and a long term relationship can be built. A study by McKinsey & Company has found that a consistent customer experience across the entire customer journey will increase customer satisfaction, build trust and boost loyalty. Companies who have failed to deliver consistent service have always driven away their customers.
Let’s have a look at some ways to maintain consistency in customer service.
Know Your Customers
The first and foremost need of every business is to identify who their customers are in order to cater to them. This can only be done if a business can differentiate customers on the basis of their preferences. To meet their expectations, research everything you possibly can about them. Talk to them and get their feedback every time they come in contact with you. Another important thing to remember here is that every customer has a different reason to buy from you. Some might be making a buying decision based on price, someone else might like the service that you offer or the way your product makes them feel. Once you distinguish your target audience and their expectations, your business can continue to provide a consistent experience accordingly.
Standardize Your Processes
To provide customers with excellent service every time they visit you, it is important to set specific standards and then continue to maintain them. A document should be created of the various steps and stages involved in service delivery and this should be shared with all staff members who are involved in the process. This will serve as a guide for your team at every step. Written procedures and strategies assist in reducing uncertainty and helps ensure compliance in service delivery. Also, documenting the standard procedure will help in offering a more consistent experience. While your business continues to maintain a certain service standard, make sure to go out of the way and surprise customers every once in a while.
Focus on Employee Training
Training employees who are frontline and interacting directly with customers or who are involved in the service delivery process in one way or the other is vital. Spending your time and money on them is essential for the growth of your business. With proper training, they will be better equipped on how to handle customer inquiries. It will help yield a more consistent performance. With effective training, the chances of delivering a holistic customer experience at every level increases. Providing employees with training manuals or handbooks will enable them to do their job more effectively when it comes to customer support.
Unified Customer Experience across All Channels
With the evolution in technology, customers can now connect with businesses through multiple channels. A customer can be shopping online, by telephone or in a brick and mortar store. This can be challenging if your team takes a different approach on every channel. Customers get frustrated when they get a different response or treatment on different channels of the same company. Customers are also annoyed when they have to repeat themselves to representatives on different channels on the same issue. It is therefore essential to ensure a customer query/concern is immediately registered and is handled efficiently across any channel of his/her preference. A strategy needs to be developed and offered across all channels to ensure seamless experience.