Keeping customers happy matters. But, all too often, the more a business grows, the more difficult it is to create a consistent customer experience. And, while resources are frequently invested into chasing after the next sale, taking care of customers is often relegated down the list of priorities. A nice to do, but not something that will keep the sales coming in and the business growing.
But, in an increasingly customer-centric world, buyer demands are evolving – both in B2B and B2B transactions. So, service-led companies not currently investing in customers will suffer as a result. Particularly as (depending on which report you believe) acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one.
The good news is that creating a service led culture doesn’t have to be expensive or difficult. But to get it right, you have to put the customer experience at the heart of everything you do.
But how do you go about building a service led culture across your organisation?
Understand your customers
It sounds simple but the more you know about the people you serve, the easier it is to give them what they want.
Big data is the information an organisation has access to which could be used for discovery and analysis. And today, big data is big news. By harnessing this, you’ll be able to uncover things about your customers and improve performance at all levels. So, service-led businesses that are not yet using software to provide them with the most up to date and precise data, from multiple sources are likely to fall behind.
Breakdown departmental barriers
The modern customer makes contact with your brand via a variety of different touch points. And from start to finish this experience must be consistent and agreeable. Customer service can no longer start and end at your contact centre.
But, operational and data silos are a problem for many service-led firms, and a lack of sharing is often at the expense of the customer who has to wait longer than necessary for updates. As such, investing in software that helps to improve communications and visibility between different departments is crucial.
Keep the lines of communication open
Once the sale is over, don’t stop the conversation. Ensure you engage in proactive follow-up activity to ensure customers are happy with the service received. It also pays to continue to connect with customers on a more personal level; for example, sending a quick email or text to wish them a happy birthday. This helps you to build an emotional relationship with buyers which decreases the chance of them going elsewhere when they need something. If this seems like too much hassle, affordable Service Manager software is available which can automate this communication for you. Which takes us to…
Automation is your friend
Rather than replacing humans, the latest tech is all about machine-to-machine interaction which facilitates greater automation. And, with less mundane and repetitive tasks, your staff have more time to focus on customer care. Automation can also make post-sale communication and support much easier. For example, software can be used to track and predict when a product might require replacement, so you can contact your customers just before they need to make a repeat purchase.
Synchronisation is key
Cloud-based Service Manager software can help you to simplify, standardise, and streamline your business process. For example, engineers can fill in automated forms using any mobile device and this information is then automatically synced with your back office systems, in real-time. But it’s not just your operations that that become more productive with such an approach. In addition, you’ll also deliver better customer service all round as jobs are responded to more swiftly, problems are identified sooner, and communication between support staff and engineers is enhanced.
If you’d like to find out how the latest Service Manger technology can help you to build or enhance a service-led culture in your business – for one affordable monthly fee – speak to a member of our team on 01942 261 671 or email firstname.lastname@example.org to find out more.