A customer’s attitude towards a business is very important for any developed or developing business. Selling a product and offering service if necessary is a thing of the past. It is also important that businesses take note of the customer’s mindset when it comes to products and brands. Here are some famous myths and associated realities behind customer service
Myth 1: Customer complain when they have a problem
Reality: The reality is surprisingly contradictory. Less than 30% complain when they have an issue with a product. Most of them are silent haters who choose to move away with a different brand which is the most dangerous setback for any business. Brands fail to realise that a successful streak with less complaints does not mean that there is no ongoing issues with the product.
Solution: Self Scrutiny on periodic basis is very important for any brand to be ultimately customer-friendly. Doing away with obsolete feedback systems and adopting customer-centric techniques will help a brand to be closer to the customers than their competitors. Since it is an era of social networking, it is very important for the brands to be extremely active and vigilant in social networking sites for any complaint received. Good or bad publicity spreads like wildfire in social media and hence it is important for the brands to capitalise on the same.
Myth 2: More customer calls; Less profits
Reality: Few CEO’s take this as a serious issue and want their customer service department to run a root cause analysis to curb the huge volume of calls. Though high volume of calls might mean an alarm to the business, it does not necessarily affects the profit of the company.
Solution: Business should perceive that customers are giving an opportunity to the business to focus on the products and service and which will also help the R&D and quality departments to set the benchmarks of the products’ quality to the next level. Hence the service department should focus on providing a long term solution to the customers and also listen to their feedbacks and record them in such a way that the appropriate departments are focussing on the developing the product.
Myth 3: Better to invest in marketing & advertising than in customer service
Reality: While marketing and advertising is very important in today’s world, what firms fail to understand that it costs 5x more money to acquire a new customer than to retain a old customer. The ground reality is such that few firms are neglecting the very basic idea of business which is to not take notice of their loyal and current customers but rather spend resources to acquire new ones.
Solution: Smart marketing is the need of the hour. Most successful businesses have realised that it is very important for them to understand whether their investments in advertising and marketing are providing returns. Resorting to organic practices whenever it is necessary is an another sign of smart marketing. Interestingly, good customer service makes loyal customers who in turn bring in more customer without any additional advertising costs. Therefore it is imperative that companies concentrate on both service and marketing equally.
Myth 4: Be prepared to spend if there are more calls
Reality: Apparently, some businesses take a cost perspective in everything when it comes to customer service. As said early, huge volume of calls does not always means trouble. Customers might want to have some clarity on the product and usage. Also 80% of the customer calls can be resolved within first few minutes backed up by some great customer service professionals.
Solution: A great customer service unit is always beneficial for any company. They not only solve customer problems but also make their customers feel special who in turn bring in more profit for the company. The above is a classic example wherein the company is given an opportunity to make more business with increase of volume of customer calls. Therefore it is seemingly important that firms need to be cautious before minting out money in anything related to customer service.
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