Providing excellent customer service should be a focus of every company. Most businesses recognize the need for customer care, but many are reluctant to allocate necessary resources. When done properly, a CS department doesn’t have to distract emphasis from sales and marketing. In fact, improved relations with existing customers can become valuable sales and marketing tools, especially online.
Convert Unhappy Clients into Loyal Repeat Buyers
Turning dissatisfied customers into repeat buyers CAN be done, and good handling by representatives is how that happens. According to a Right Now/Harris Interactive Consumer Report, (pdf) 85% of customers who were contacted by company reps after posting a negative review ended up either deleting the negative review, posting a positive review, or even becoming a loyal purchaser!
Encourage Global Sales
When a company sells online, it’s important to understand differences between local and world markets. Polls show that the importance and expectations of service varies by country. In some countries, support availability and performance is a major influence in the buying decision. An American Express survey indicates that consumers in India are willing to pay 22% more for superior customer service.
Additionally, there are cultural shopping differences around the world. For example, Asian markets are typically more flexible, and shoppers in that region are more likely to negotiate posted prices. A prepared customer service representative can discuss options and turn these contacts into sales.
Improve Online Reputations
Excellent CS directly impacts a company’s online reputation. Ratings and reviews on multiple sites are influenced by how well a merchant takes care of its buyers. Businesses can prevent AND REMEDY negative feedback from customers.
A 2011 Social Shopping Study (pdf) found that 59% of polled online shoppers said that reviews from other consumers impacted their buying decisions. A Nielsen survey showed that the majority of online buyers polled relied on consumer ratings and reviews for product information more than they did the actual company’s website.
Rescue Aborted Sales
When CSRs reach out to past and potential buyers who have abandoned shopping carts, studies show that some of those sales can be completed. A SeeWhy online shopping study showed that 26% of remarketed cart abandoners came back to complete the sale. Assigning that remarketing responsibility to customer relationship experts can result in better communication with non-returners for an opportunity to help the complete the sale or understand why the sale was abandoned.
Ensure More Successful Social Media Campaigns
Whether or not a company is using social media, it should recognize that its customers are using it. Shoppers use social media as a public platform to share their buying experiences. Good public relations means being able to find and resolve individual social media complaints. Not only will this promote repeat business from existing customers, but it’s an opportunity to impress potential future buyers with timely and effective resolutions.
An effective CS strategy is more than taking calls or emails from inconvenienced people. It can be an effective extension of sales and public relations for any company. Whether it’s a small business or a giant corporation, increased revenue and positive exposure can be accomplished by providing excellent customer service.