Usman Ghani (August 8, 2016)
Technology has indeed enabled businesses to deliver service in a more efficient manner but without adding a personal touch to that experience, many customers will not be happy. So what are the factors that are vital for personalizing a service experience? Many customers still prefer talking to a real person who they can get in touch with at their convenience and who understands their expectations. One of the basics of personalizing service experience is to offer omni channel communication to your clients. Personalizing communication always goes a long way in building trust with clients and helps you achieving customer service excellence. A dedicated account manager or CSR for your clients would make them feel more special and privileged. Personalized service is more than just catering to the preferences of clients, it includes creating a “wow” factor for them.
The first step towards personalizing service experience is to get a clear picture of your clients’ needs. Focus on understanding their individual preferences. For instance, there are clients who are more comfortable using self-service but they prefer talking to a CSR for the questions that they want answers to. Similarly there will be clients who don’t like self-service at all and would want to be served by staff. So you need to make sure you are well-acquainted with different kinds of clients and their needs, only then you will be able to personalize the service accordingly.
Being easily accessible over all communication channels not only reduces your customers’ wait time but it also helps you in resolving issues and addressing concerns which can result in clients’ frustration and ultimately leads to a bad service experience. To deliver a personalized service you need to offer your clients the convenience of contacting you through their preferred channel whether it is email, phone, live chat or social media. If a client is not comfortable placing order on your website and wants to use Facebook instead, you should be available there.
Creating customer profiles can prove really useful in modifying and personalizing the service. You can utilize the data from client interactions to do profiling. Different sorts of customers belong to different age groups and have varying income levels, preferences and personality types, hence their needs would not be the same. Based on their demographics, psychographics and buying behavior, you can divide them in groups and personalize the service experience for each segment. The data can also be used to analyze various client queries to draft better responses for future.
Without empowering your service staff, you can’t deliver customers a personalized service. There are situations where a client is really unhappy about a product or quality of service, an empowered CSR can rectify that bad experience by going the extra mile. Personalizing a service experience involves delighting your customers by doing something extra and special for them. An empowered CS staff can make exception for clients. For instance, if there is a client who wants discount on a particular product but has an expired loyalty card, bending the rules for that client would keep him/her coming back to your business.
Another essential of personalizing customer service is giving value to your clients’ opinions and implementing their ideas for a better experience. While it may turn out to be challenging to implement feedback from so many clients, you can filter out the suggestions that you have recurrently received and use them to improve and personalize the experience. For instance, if most of your clients are of the opinion that your new product packaging is not user friendly, you can make use of that feedback for improving and personalizing the service.
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