Customer satisfaction is one of the most important factors for any business to consider. In fact, the biggest brand distinguisher come 2020 will be customer care, topping price and quality of product. Providing a top notch customer experience should be a top strategic objective for your company.
But, taking care of customers is easier said than done. With ever-changing market trends and customer expectations, it can be challenging to know how to best provide a premium customer experience. As a starting point, find and address customer pain points. To make the process a little easier, we’ve come up with 4 ways to address some of the most common customer pain points.
- Be Convenient
We live in a world of convenience. Customers want to be able to do things on their phones in a matter of seconds. Instant access and answers are crucial. No matter your industry or niche, you’ll need to ensure that working with your business is convenient. Let’s run the scenario of a pharmacy. Traditionally customers must visit a physical pharmacy to pick up their prescriptions. For some this is acceptable, but for others the drive and wait in line are highly inconvenient, and maybe even a little annoying.
To remedy this situation, the pharmacy could offer online prescription delivery services. This would allow customers to fill their prescriptions online and have them delivered to their front door. Companies like Medly Pharmacy have already mastered the art of online pharmacy services and have reaped the benefits of providing a service that requires very little effort to complete an important life task.
However, you don’t have to turn your business into a completely online-based company. Instead, doing something as simple as offering an online store or supporting e-payments like Apple Pay or PayPal will make customers much more excited about doing business with your company.
2. Too Much Automation
Sometimes too much of a good thing can turn bad. While automation likely eases the amount of effort your staff puts into answering customer emails or phone calls, not too many people are keen of human-to-machine interaction. The fact is that you cannot rely on a switch board or an AI answering service to get the job done right.
The overuse of automation can leave customers in a loop. The inability to explain their problem or concern to an actual human can be quite frustrating, especially when the machine doesn’t quite the issue.
When using automation be sure to:
- Always have an option to speak to a live representative
- Use it sparingly (ie. after business hours)
- Ask for customer feedback
Automation, when used properly, can boost customer experience and overall satisfaction. Take the time to find the right balance that best fits the needs of your consumers.
3. Make Communication a Priority
Have you ever called a company with a question, only to be left on hold and without an answer? If so, you know all too well the frustration that occurs when a company is lacking in communication and engagement. One of the biggest customer pain points is a company’s lack of availability. To put it bluntly, customers (and leads!) want to hear from you. If they have a question about your product or want to share a review, you should have many communication paths available for customers to interact with your company.
Instead of forcing your customers to wait on hold on the phone, offer other lines of communication. Instant/direct messaging and live chat are effective ways to talk with customers. Some brands even respond to tweets and posts to ensure their customer base knows they’re listening.
By focusing on communication, you’re able to put a human side to your company. Instead of being just another money-hungry brand, open communication allows you to create relationships and trust with the people who are inevitably keeping your business up and running.
4. Show You Care
Effective communication, relationship-building, and care all go hand-in-hand. When a customer leaves a negative review of your product or when a customer calls in with a complaint, instead of writing them off, take the time to respond. Let customers know that you hear their concerns and appreciate them for expressing their true feelings about your company and your product.
But responding is only half of the equation. The next step in the process is to make changes to your company. This may involve making changes to your product, adding more customer service representatives, or switching up your website to make it more accessible and user-friendly.
As you make changes within your company, advertise them. Let customers know that you’ve heard their concerns and are making the appropriate changes to address them.
The success of your business relies on its ability to satisfy customers. By addressing common pain points ahead of time, you can minimize customer dissatisfaction in hopes of landing new customers and keeping them coming back for years to come.