Customer service plays a hugely important role in shaping brand identity. Poor customer engagement can cast a shadow over even the most promising brand, giving it a bitter taste and eroding trust. Poor communication can turn potential advocates into frustrated critics, leading to damaged reputations.
Conversely, exceptional customer service is a powerful driver of positive brand perceptions. When customers feel valued, heard, and supported, they will not only become repeat customers but also become advocates. Their positive experiences are driven by word of mouth and online hype, increasing your brand credibility and trust.
It’s not just about solving problems; it’s about creating positive memorable moments that connect. Being able to provide a quick resolution of issues demonstrates the brand’s commitment to customer satisfaction, and businesses that take the lead by seeing problem solving as the best opportunity to promote integrity and build a strong reputation.
Basically, customer service is more than just a department; it is the bridge that connects a brand’s promise with its delivery. By consistently providing outstanding service, brands can turn challenges into successes and customers into vocal advocates, thereby strengthening their position in in a competitive market.
Tech-enabled customer service
The adoption of technology has been a game changer for providing superior customer service. Things like automated chatbots provide instant support, resolving frequently asked questions around the clock. A CRM system helps businesses access customer history, allowing them to make personalised contacts and resolve issues quickly. Social media monitoring tools keep brands active and proactive in addressing concerns.
Additionally, data analytics reveals patterns, enabling manufacturing companies to anticipate customer needs and optimize their supply chains. AI-powered insights enable agents to access real-time information, increasing their ability to provide informed solutions. Do-it-yourself approaches, such as knowledge bases and video tutorials, empowers customers to troubleshoot independently. The retail and leisure industries even utilise VR and AR for their customers to explore destinations or products virtually!
Ultimately, technology bridges the gap between brands and customers, enabling better, easier, and more personalised communication. It’s not just about embracing innovation; It's about simple experiences that increase customer satisfaction and strengthen brand loyalty, and customer service is no exception – having omnichannel accessible routes for customers to engage with you only enhances their experience and solidifies the credibility of your brand at the same time.
Human customer service
There is always going to be a need for a human customer service. Why? Well, some people will always prefer to speak to a person than hop on a live chat with a robot. In those instances where customer service is human-centric, the way in which customers receive great service is often attributed to a healthy dose of empathy, good listening and a well explained resolution that is executed in a timely manner. Put simply, that sounds really easy doesn’t it? However, being able to listen to a not-so-happy customer, keep a calm head, be empathetic, find a solution, and strive to make sure the call is ended on a positive note is difficult and not everyone is up to the task.
Some might say that personality plays a part - not everyone is socially resilient when it comes to hearing and resolving complaints every day of the working week. Personally, when people ask me what the make-up of great customer service is, I say, for a person to provide amazing customer service, you’re making sure the customer feels heard, understood, empathised with and most importantly, that they trust you care. If a customer cares enough to part with money and puts trust in your brand to deliver a product or service, and they feel that this hasn’t happened as promised, then you need to have the best customer service agent there to help. You wouldn’t send a soldier in to deal with an injured civilian, you would send a nurse. Fighting fire with fire is nearly always the wrong approach. The phrase ‘handling with care’ speaks volumes when it comes to human customer service.
“The customer is always right” right?
There is always going to be the odd one or two Karen’s that just love to complain about anything and everything, even when there isn’t anything to complain about. I actually prefer the phrase “The customer always matters”, because this is true for every customer – yep, even the Karen’s of the world. If you make sure every customer knows that they matter, then resolving an issue becomes far easier to navigate.