The new marketing is all about the customer experience. As he launched a recent webinar based on his new book, Ignore Your Customers (and They’ll Go Away): The Simple Playbook for Delivering the Ultimate Customer Service Experience, Micah Solomon, best-selling author, customer service industry consultant, and Forbes contributor, asked.
His thesis was that in the “old days” of marketing, marketers would market to consumers using the 4 Ps—Product, Price, Place, and Promotion. And it was essentially all the information a customer needed to make a purchase.
That is no longer the case. Customers no longer trust what your firm claims about itself. Your marketing message must be consistent with what your real-life peers or the individuals they listen to online have experienced. Customer support refers to the set of services you provide to assist your customers in getting the most out of your product and resolving issues read more about it here.
Customers nowadays make purchasing decisions based on a variety of factors.
- How you treat them, their friends, other people in their lives, or others in their business (in the case of B2B).
- The quality of the consumer experience you’ve created.
- What their online connections and people they listen to recommend.
In B2B, the importance of customer service is amplified. In business-to-business transactions,
- Individual sales are frequently larger.
- Almost always, the per-relationship value is higher.
- The industry category is frequently a close-knit group of businesses.
Customer service has a multiplier effect in B2B. Unresponsive wholesale suppliers, service providers, or vendors can cause significant damage. If a subcontractor fails to support its customer, the entire chain, including (but not limited to) the end user, can be ruined.
- Today’s customers are the enemies of stupid. As a result, don’t make people call you for nonsenseTM.
- Replace your static FAQs with a searchable, AI-powered alternative.
- Create a robust MyAccount that they may access at any time.
- Fill up the blanks in Google with your information.
- All transactional details should be streamlined.
- Make every effort to provide a smooth, no-wait, no-paperwork customer experience.
- Get to know your customers and meet them where they are (be channel-agnostic).
- Allow all support agents to see all of their information so they don’t have to repeat themselves.
- Build a purpose-driven culture. Remember, we’re in the business of function. We do it for a reason.
Make sure your company’s leadership sets the tone. In other words, don’t chastise an employee for not meeting a KPI because they were more concerned with the needs of the customer.
- Aim to create moments of “everyday wow.” That means, bringing more value to every conversation.Even today, when most customer interactions take place digitally or over the phone rather than in person in a retail setting, you can be cheerful (you can hear a smile), empathetic, and provide service that goes beyond answering a question and getting the person off the line so you can move on to the next.
4. Customers are the centre of the universe in which they live. Make them feel like they’re the centre of your universe.
5. Help even when you can’t help. Particularly at times like this. Or in ways you didn’t anticipate.