Roman Kumar Vyas is the CEO and founder at Refocus, EdTech enthusiast, investor, mentor and marketing expert.
When interacting with your business, customers expect more than just a functional solution; they crave a delightful experience throughout their journey. Gladly’s survey shows that 59% of customers find having a personalized approach to solving their problems (being treated as individuals rather than numbers) is even more important than being quick to address concerns.
It is crucial to go beyond traditional support and encompass a holistic approach to nurturing customer relationships. When customers receive exceptional care, they become advocates of your product, eagerly recommending it to their friends and colleagues even in the face of imperfections. At Refocus, we reached 97.5% of customer satisfaction with our care. In this article, we will delve into the key insights for building a customer care department that elevates the overall product experience.
Cover every step of the customer’s journey.
Every interaction with a customer should be enveloped in care. It’s not just about providing technical assistance; it’s about infusing empathy into every touchpoint. Whether it’s through face-to-face communication or online interactions, customers should never feel like they are alone. This level of support is a defining characteristic of a great product.
To deliver exceptional customer care, it’s essential to analyze every stage of your customer’s interaction with the product. In the realm of education, for example, customer care may consist of three distinct components:
1. Technical Support
This is the first line of assistance for students who may feel lost or require guidance with some technical issues. This department should answer timely and address everyday problems.
2. Mentors
These individuals possess expertise in the specific field students are learning. They provide guidance and support to those who may be struggling or need direction.
3. Community Managers
They are responsible for fostering motivation and a sense of community among students. In terms of customer care, their role is to help students who don’t feel secure or have personal problems.
These apply only to education but, regardless of your business industry, it’s crucial to ensure your customers can get assistance from competent individuals at every stage of interacting with your product.
Provide particular care in each particular situation.
Every customer reaching out to your support managers has a unique concern or question, and it’s your responsibility to address their needs effectively. The way you handle these interactions can significantly influence their perception of your product or service. One aspect that often comes into play when discussing personalized support is the use of scripts.
On the one hand, using scripts can provide cheap and quick solutions, especially when you receive a lot of typical inquiries every day. On the other, when faced with intricate or emotionally charged situations, it’s essential to rely on genuine human connection. Especially in situations where you may need to deliver unfavorable news or provide alternative solutions, approaching the conversation with empathy and sensitivity can soften the impact and foster a sense of understanding.
We strongly believe that investing resources in educating your support agents will pay off. By attracting people who may not have much experience and then enlightening them on how to connect authentically with customers, you can ensure that every interaction leaves a positive impression, even if you cannot provide help at the moment. However, as your company continues to grow, you should recognize the importance of striking a balance between personalized interactions and scalable solutions. For example, you can create scripts that reflect personal interaction or use them partly for the most typical problems.
Hire empathic people.
Building a remarkable customer support team begins with having exceptional individuals on board. One may believe that the support manager is a starting position that doesn’t require careful hiring. But in fact, they are the image of the company, and their answers and actions have a direct impact on your reputation. They have the power to go above and beyond to help customers, whether it’s issuing refunds or resolving complex issues. The people playing this role must possess the willingness and desire to make a difference. They should know how to listen closely to help make a difference, even if it’s unrelated to their job.
Here are the two main qualities one should consider when hiring a support agent:
Ability To Communicate In Writing
Check if they can write text messages effectively; for example, briefly explain to a granny how a computer works. A specific educational background should not be a requirement. Sometimes, people with no education or experience make the best support managers.
Empathy
Being a good listener and having the capacity to empathize with others’ emotions are essential skills for a support agent. They should understand the customer’s perspective, even if they are upset or have negative feedback. To work well, they should firmly believe there are no inherently “bad” customers––only moments of frustration or dissatisfaction that can be addressed and resolved. An effective approach to ensure this kind of attitude is to regularly share positive feedback from customers. 1% of all the feedback might be negative, but that’s what the customer care people already see every day—which can be exhausting.
Gauging a candidate’s reactions and responses during the interview process, even online, can help determine if they have these skills. For instance, you may present a scenario where a customer requests a refund saying they have no money for food, despite it being against the policy. A remarkable support agent will demonstrate resourcefulness, try to understand the personal situation, and do their best to help, even if it is restricted.
In conclusion, building excellent customer support is about selecting individuals who possess the right qualities and mindset and focusing on helping rather than providing formal assistance. By staffing agents who genuinely want to help your customers at every point of their journey and provide personalized non-scripted solutions, you can form a support team that excels at delivering exceptional experiences and exceeding customer expectations.
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