Speaking to a customer care representative does not equal superior customer experience (CX). It’s much more than that. Recent research has found that 86 percent of consumers prefer humans to chatbots and that 30 percent would use a chatbot if it made addressing their concerns easier. Ultimately, your contact center is part of creating customer delight. So, what do your customers want?
Make it easy for your customers to find your contact information. Display a number, email address, contact form, and social media buttons on your contact us page so that customers have multiple options. Ensure your contact center provides consistent service across all channels to create a seamless CX.
- Live Chat
Live chat support is becoming standard for many ecommerce companies. But why use it? It’s ideal for handling minor, immediate concerns such as one-off questions that are probably already answered on your site. Live chat can also be handy during the shopping experience to provide recommendations and upsells. As artificial intelligence improves, minor issues can be handled with automated chat freeing up your live agents to focus their attention on more difficult issues.
Having a knowledge base/FAQ section on your site will go a long way to show transparency in your business practices and build trust with customers. It doesn’t matter how quick your response time is or how many agents you have – customers should not have to contact customer care to find out whether you accept credit cards or ship internationally. Regularly review your FAQ page and make revisions as needed.
Something has gone wrong, and a customer is dissatisfied, so they’ve called or emailed in the first place. Acknowledge their anger/disappointment, thank them for sharing their feedback, and most importantly – apologize! Even when it’s not your company’s fault. Having a script is often the practice, but it also pays to have contact center agents who can keep the conversation less businesslike and tap into their emotional skills. This helps build trust and rapport and works with both angry and passive customers.
- Taking Ownership
How often have you called an 800 number, only to be placed on hold and ping-ponged from one agent to the next, each one claiming that the next transfer will take you to the correct department? Infuriating, right? This will anger your customers and damage the reputation of your operations because it gives the impression that nobody wants to help (or knows what they’re talking about). Prevent passing the buck by empowering agents to solve simple problems without escalation. Whether offering a standard ‘angry customer discount’ or placing a re-order to them at no charge, you can use plenty of on-the-fly options.
Think these are great tips? Next week, we’ll bring you five more things that customers want from your contact center.