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How to Create Effective Customer Support Teams

How to Create Effective Customer Support Teams

Most established brands realize the importance of providing the best possible customer service, both pre- and post-purchase. Just one negative experience can impact customer loyalty, so it’s imperative that you invest a great deal in building excellent relationships and equip your support teams with the tools they need to successfully create positive experiences. This is what creates the level of customer loyalty that can drive success. 

Customer service representatives are the ones responsible for making meaningful connections, the kind that sets a brand apart and can impact conversion, especially pre-purchase support. To be successful in today’s competitive market it is essential that brands consistently provide an excellent. But, how can management, owners and directors determine how effective their customer service team really is?

Start by monitoring the adoption of technology, and pay attention to how it’s being used. Empower your customer support team with the assistance of intelligent tools, but be realistic about whether your reps will consistently utilize these in the way you expect. Driving process is difficult, and needs to come from the top down. So lead by example here, but fail fast if tools are becoming a hindrance to productivity, rather than a help. . To monitor their usage, you will need to measure each representative’s adoption rates. 
A slow or delayed response to customers can severely impact your relationship with them, and with so many options at their fingertips, customers can (and will) easily move on to other. There is no excuse for leaving your customers hanging. None. 

A survey published by The Social Habit revealed that 32% of disgruntled consumers on social media complain that they expect the company to respond to their complaint within ½ hour, while 42% say they expect a response within an hour. The survey covers inquiries through social platforms, whereas customer care professionals also handle inquiries via email, phone, mobile messaging and live chat, and guess what… customers expect a timely response on those channels too.

An indicator of how effective your customer support team is if they can respond in real-time. What’s interesting is that time-to-resolution seems to be decreasing in importance depending on how urgent the matter is. If the customer has their inquiry acknowledged and has been informed that the issue is being handled, they are willing to wait for the resolution, even if it takes hours or days. Is your team equipped to listen to customers in real-time? 

The smartest customer support teams make a point of noticing the times during which they receive the most calls and are prepared for the uptick in engagement

The smartest customer support teams make a point of noticing the times during which they receive the most calls and are prepared for the uptick in engagement,according to Buffer. Monitor your contact requests and discover your peak times, both daily, weekly and monthly, segmented by channel. Then, staff appropriately. If something occurs, such as the holidays, adjust accordingly. 

What often differentiates one brand from another is the level of meaningful engagement and how that brand understands the sentiment, and act accordingly. Customers can become frustrated when faced with several hurdles to jump before they can chat with a real person on the other end, regardless of channel. These barriers are not conducive to building a mutually satisfying relationship. Your customers want to engage authentically with experts who understand and are willing to empathize and offer support. 

Technology has given us many ways to authentically engage as humans when providing customer support, which only serves to enhance a brand’s relationship with consumers. 
Customer loyalty makes a huge difference when it comes to a brand’s reputation and profitability. Loyal customers are the ultimate in word-of-mouth advertising because they convey their experience to friends and family as well as to the world through social media by sharing your content. Often, it’s less expensive to retain existing customers, then it is trying to obtain net-new. 

Customers return for a reason, and if they’re not then your customer lifetime value decreases. If you’re in the position where your customers disappear after making just one purchase, you need to reevaluate your approach as it relates to customer experience. Aside from your product, they need a compelling reason to come back and purchase. 

For brands to succeed in today’s technologically advanced age it must become agile and make data-informed decisions that will decide which actions will keep their brand in the forefront of the consumer’s purchasing decision.

Find out how Welcome can help you gather consumer insights, across multiple channels, to make data-informed decisions

Get in touch to today to find out how we can help increase your customer lifetime value: trywelcome.com/start 

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