Customers’ happiness is always going to be tricky to achieve and maintain. Although the global economy is growing and thriving in certain industries, Forrester, a market research firm, has discovered that companies shouldn’t rest on their laurels. In fact, according to the Forrester report for 2018 that next year will be a “year of reckoning” for many brands as they face the facts that consumers might not love them as much.
Interestingly enough, customer experience scores have stalled in recent years, without a single brand improving their trust and experience scores from 2016.
One of the main reasons for the halt in customer experience is that clients are interacting with brands more often. More interactions mean more opportunities in building brand loyalty, but it equally provides more opportunities to create unhappy customers, which is what seems to happen. Customer confidence is at a high level at the moment, which means they are more than willing to spend, but unfortunately they don’t trust the vast majority of companies. Customer experience is one of the best ways in which to boost trust. Top survey responses say treating employees well is what drives the experience and helps customers trust a brand, offering the best services and listening to customers concerns and issues.
The Forrester report also revealed that personalised companies will thrive. Instead of trying to serve everyone, brands will have to learn from successful of companies like Facebook and Starbucks and start serving a more narrow set of customers. The most successful companies realise they can deliver more value by focusing on the unique needs of specific customer segments instead of trying to provide everything to everyone. Companies that are suffering in their customer experience scores are Walmart and Amazon due to their numerous products and services.
Transparency Is Crucial
Transparency is a core competency that should no doubt come naturally. Yet so many businesses are struggling coming to terms with what it really means.
Customers and clients are smart and they know when you’re being truthful or when you’re trying to trick them. Honesty is the best policy and they’ll appreciate and admire your company even more when you admit to a mistake or avoiding the topic altogether.
It is recommended that you don’t try to cover up errors. Discuss about the matter at hand, explain how you wish to handle it and thoroughly explain what steps are being taken to prevent any future errors. To implement transparency effectively leading by example is quintessential. Your employees will admire you even more for being honest.
Consistency Brings Harmony
Consistency goes hand in hand perfectly with maintaining great service. Strong internal expectations lead to great external results.
From a business point of view, consistency should exist in every aspect of what the company does:
- Employees should provide equivalent levels of service.
- Equipped with all the tools it needs, your sales team should address questions and queries in the same way.
- The company should stay on course with the current state of products and services, rather than constantly shifting gears to try new tactics or initiatives.
Develop a powerful measurement in order to assess whether something is working. If it isn’t viable anymore, there should already exist a plan B or C.
From a leadership standpoint, consistent performance shows employees what you expect from them. For example, if you miss a meeting without a good reason, don’t be surprised if they consider doing the same when interest serves them.
Great Service Matters
According to the survey done by Concerto Marketing Group and Research Now, when customers have faith in a brand, 83% of them will recommend that specific organisation to others and 82% will continue to use that brand on a regular basis. Although there is hardly any mention about the time you went above and beyond for a client, you’ll definitely hear from the displeased ones if you failed to make a deadline or delivered a product that didn’t operate by the books.
Earning the trust of a customer with great service is an essential first step. How would you want to be treated if you were the client? The hard truth is that service should come naturally, instead of being strategically planned. The more you plan for great service, the less time you’ll actually have to deliver it.
Sure, there will be times when you’ve tried your best and can’t seem to make any headway with a particular problem. But you want to strive for responsiveness and always exceed expectations.
Sealing the Deal
Maintaining solid business relationships does not mean your customers or clients have to like you. Everyone wants to be liked but it is impossible to be liked by every person you come in contact with. However, creating customers and clients for life is more about them entrusting you to deliver on your promises. It takes a lot of effort, but in the end your hard work will pay off again and again, with repeat business, even more referrals and knowing you met and exceeded your customers’ expectations.
Organizations with great customer relationships are able to grow their businesses without tricks, fee cuts or special treatment. You have to be good at what you do, obviously, but having a truly successful business is based on one very simple concept: trust. With trust, you’ll have clients and customers for life. Without trust, you may as well pack your bags and go home. Building trust takes time and a lot of hard work. But is entirely feasible if you and your team work on three of the most important core competencies: service, consistency and transparency.
We have an impressive assessment library with hundreds of dimensions that can be leveraged in creating a custom skills-based assessment that supports your organisation’s specific competencies and unique vision. Please contact us if you need to measure the engagement level in your company.