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National Customer Service Week 2015: How to make every customer feel loved

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Customer service plays a significant role in determining the success of any 21st century organisation. Providing customers with an exceptional experience time and time again can ensure the company builds a long-lasting relationship.

Although it is an essential function of the modern day business, customer service is also one of the most challenging aspects of running a business. 

Rapid changes in technology and improved collaboration methods mean that customer expectations are rightly increasing – putting added pressure on companies to stay ahead of the game and implement the correct processes to ensure a seamless and reliable experience. 

Generic solutions that work for a large proportion of customers are no longer acceptable; customers want to be treated as individuals, and have their own problems and feedback listened to and dealt with in a personalised, non-robotic way.

1. Creating a database

The first step towards providing tailored customer service solutions is to understand your customer base no matter how large they are in number. This information can be gathered through interactions over time it just takes the development of a database and an understanding of the sort of data that’s useful to your business. 

Being able to recognise patterns, such as the issues that customers of a certain profile are most commonly experiencing, allows companies to prepare possible solutions and supply necessary training to staff to prepare and evolve personalised solutions at the point of inquiry.

2. The power of live chat

One challenge in collecting information and building a context is the wide variety of two-way communication channels, such as telephone, email, social media and live chat. A Zendesk Benchmark report revealed that the latter is most popular with customers and generates the highest satisfaction rates per conversation (92 per cent). 

Furthermore, live chat means that customer service employees can deal with several enquiries simultaneously without leaving their seat, saving valuable time and resolving issues much faster.

Read other ways for you to boost your customer service:

3. Loyalty to the customer

Put simply, loyalty is essential to any business. A report from Lee Resource Inc suggests that it can cost up to five times as much to win a new customer than it does to maintain an existing one, so why would organisations not want to concentrate on keeping customers happy, engaged and loyal? 

To encourage loyalty, organisations must be customer-centric, treating each customer as an individual.

John Crossan is vice president of EMEA at Zendesk.

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