How good is your customer service?
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How good is your customer service?

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The past 10 years have submerged the world in the floods of digitization, with technical advancements now occurring at a rate so fast it’s difficult to keep pace. These rapid, high-tech developments leave us with the information of millennia at our complete disposal, not only transforming the fundamentals of global business, but also reconstructing the behavior of consumers.

“Not only has our access to the digital world of the Internet brought substantial changes to our consumer patterns; it has also strongly influenced the expectations we place in companies,” notes Adobe’s Customer Experience in the Digital Age.

“Consumers are able to encounter their brands, and to receive a consistently popular customer experience, at any time, wherever they happen to be: and they certainly want it,” the article adds. “Ultimately, this puts their loyalty to the test, as it only takes a simple click to switch from one brand to another. Hence, customer experience becomes a key strategy in the digital age.”

A recent report from Deloitte puts this concept into perspective, highlighting how the AEC policy framework – due to be completed by 2025 – will connect more of the 636 million people in Southeast Asia than has ever been seen before, with even larger numbers choosing to buy online.

The report also forecasts that rising consumer demand, changing manufacturing supply chains and digital finance will unleash brand-new opportunities for the myriad small to medium-size enterprises that form much of the region’s corporate landscape, while digital progression will continue to drive innovation, boost regional development and significantly bolster the Southeast Asian economy.

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In a study on the profitability of repeat consumer visits, Sweet Tooth Inc. notes that while an ecommerce store will dedicate, on average, more than 80 percent of its marketing budget on customer acquisition, this area of investment is undoubtedly misplaced, since 40 percent of the store’s total revenue is owed to the repeat customer base – a notable statistic when you consider that returning clients only actually account for eight percent of the store’s total consumer population.

Great customer service is what keeps them coming back, so every effort made to inspire better business must also be reflected in the standard of customer service offered. It’s something well-worth your investment, since Forbes reports that up to US$62 billion a year is lost as a result of poor client assistance.

The saying goes that a chain is only as strong as its weakest link – a sentiment that resounds within the global business realm. To deliver an outstanding customer experience, first you must identify the perfect candidate for the job, who, given access to the right tools at the ideal time, can employ an efficient, comprehensive and above all client-centered approach to service execution and delivery.

In a survey of 1,022 job seekers and 1,440 contact center reps, the CEB was able to lay out seven detailed profiles that identify types of customer service reps (CSRs). Among these were:

  • The Empathizer –  likes helping others with their problems, tries to understand motives and behaviors. Empathizers strive to walk in the customer’s shoes and tend to be apologetic in communication.
  • The Controller – Focused on solving the problem rather than customer experience, efficient, quick-thinking, and strives to help prevent future issues from occurring.

While statistics show that 32 percent of current CSR’s are Empathizers, and 42 percent of business leaders claim they much prefer to hire this form of representative, outcomes show that the Controller delivers top results.

These distinctive expertise can’t simply be instilled within the classroom setting; instead, to teach controller skills, organizations must employ an exclusive training layer, offering both scheduled and integrated coaching sessions to encourage good returns. But the success of the customer experience will always be restricted if you fail to empower employees with the most suited tools, making it essential for innovators to invest in the most up-to-date and relevant company facilities.

If you’re looking for the best way to elevate your organization’s customer service, click here to download a white paper by LogMeIn and Harvard Business Review, and learn how to master the provision of the ultimate customer experience.