All businesses need to attract new customers and retain existing ones. However, the steps for acquiring a potential customer are different, depending on the type of product on offer. The touch points with the customer can vary greatly, with some businesses being far more innovative and others still attached to traditional systems.
One thing is certain: in recent years, customers have changed and the way they interact with companies has also changed. Communication is increasingly played out in real time, so companies that want to guarantee an effective service, both before, during and after sales, need to ensure immediate and decisive interaction.
Some companies have not yet made the leap towards assistance in real time, but continue to offer the classic customer service over the phone, via a website with a chat, or by using a dedicated form.
Those who have switched to social care are already one step ahead. Receiving assistance immediately, without having to wait for hours on the phone, or for an e-mail response, is a strategy that has never before been so essential, in terms of finding new customers and retaining those who have already purchased in the past.
But, be careful. If you are thinking of social care as only a service to be used by businesses that sell products and services online, you are wrong. Social customer care is important, even in the case of those companies with physical stores. Are you wondering why?
Have you ever gone to a shop and asked a salesperson for information about a product displayed in the window. If the store has many customers, a single salesperson may not be able to respond to all such requests. On the contrary, it is likely that the salesperson could even demonstrate a hostile and grumpy attitude.
Not receiving an answer or receiving a bothersome response will lead to 80% of customers leaving, especially if it was only the window that attracted them into the shop in the first place, and not a real need to buy.
Do you want customers to come back to your store? Pamper them and they won’t want to leave
The customer who sees an image of your product on one of your social profiles and asks for information, thanks to excellent management of social customer care, and therefore to an immediate response, will be more inclined to complete the purchase. In addition, the experience will likely be a positive one.
This new concept of customer service is combined with the initiation of a dialogue with customers who visit the store and who, through the various social channels, can ask for information, report inefficiencies or simply request advice from a “virtual assistant”.
Nurturing a dialogue with your customers means changing the training logic of your internal staff, who will no longer simply have to answer the phone or an e-mail, but will have to interact increasingly through social channels. This includes managing private messages and providing timely answers about the product or service that may be asked via comments on Facebook posts.
At We Are Fiber, we know that sometimes it takes very little indeed to please a customer, who, if satisfied, can become a future ambassador. In the same way, it is easy to make a customer dissatisfied by offering a bad customer experience that will negatively affect the perception of the brand, which will then have to fight ten times harder to win the person back.
Don’t you think it’s time to rethink your company’s customer experience?
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