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4 overlooked details when delivering exceptional customer care


Using a consumer's name during a care engagement demonstrates personalization.

Using a consumer’s name during a care engagement demonstrates personalization.

The devil is in the details. When a company is completely committed to delivering the best consumer service it can, it needs to keep an eye on the nuts and bolts of its customer care center.

This is especially true when a company reevaluates its customer service department. Dramatic market trends and new technology may call for big changes, but it’s the little things that may make or break initial engagements or ongoing business partnerships. Here are four small adjustments companies can make to ensure they leave no stone unturned:

1. Personalization can be subtle
Companies invest in customer relationship management software solutions to track interactions with individual consumers. The records created by a dependable information system ensure consumer engagements meet particular preferences and keep details relevant to each case. Care agents should employ small verbal cues so customers know the company recognizes them as individuals.

“Personalization helps people deal with an onslaught of information.”

A recent HubSpot marketing blog post collected the results of a number of physiological studies that found personalization can be triggered by a few words. For one thing, people often become more engaged when they hear their own name. Personalization helps people deal with an onslaught of information. If care agents uses phrases like “do for you” or “the details that pertain to your case,” they show they’re helping consumer cut through the noise to find solutions.

2. Take display into account
Once customer care center data collection and marketing teams decide what information should be made public for consumers, they need to ensure consumers can see it clearly. If not, care agents may realize activities like co-browsing will become frustrating as customers say they can’t find what the representative tells them to look for.

A business can start with font size. Forbes suggested most businesses should err on the side of making text too big since such a large percentage of the population has vision problems. These are the factors businesses should take into account when designing online displays and print materials.

3. Promote successful addresses
One piece of information most consumers look for on business websites is contact addresses, according to Search Engine Land. Companies would be smart to ensure their social media networks, phone numbers and emails are clearly displayed on customer-facing materials.

If a business has an innovative contact channel, it may want to promote this address over other ones. The key is not to exclude other contact information, but to make sure the new channel is convenient and integrated with popular platforms. For example, The Provide Support Blog advised companies to include a live chat support link in their email signature to promote rapid communication.

4. Ask your staff for their thoughts
A customer relationship management data system not only records details so managers can analyze consumer behavior, but they can be tools for evaluating employee performance. The My Customer blog suggested businesses with call recordings or engagement transcripts should let employees look over the records of their own interactions and suggest personal goals for improvement.

Employees are often overlooked as a source for data on customer service. The agents who work with consumers every day may have a better chance of bringing trends or outliers to a brand’s attention than supervisors. Even when a company has the best technology, a personal opinion can still be the best source of insight.


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