The significance of customer service in acquiring and retaining customers

As someone who worked in customer service for over a decade and for a company whose value proposition was to provide an awesome customer experience, I have to say that some, if not the majority, of South African retail and public service organisations leave a lot to be desired when it comes to dealing with customers. It cannot be overstated that acquiring new customers and retaining existing ones is not solely the responsibility of salespeople; customer service departments also play an important role. Providing excellent customer service necessitates a combination of several factors, some of which I will discuss below.

Product knowledge - Customers expect to be helped by someone who understands their story and is familiar with the product and services, as well as the benefits, attributes, and additional information that their product and service provide. This is especially important when dealing with customers who are still shopping around and haven't made up their minds, and dealing with someone knowledgeable converts a prospect into a long-term customer, with the possibility of bringing family members and friends with them. This also helps if there are problems with what the customer has purchased, and it is always important to deal with someone who can offer solutions to put their mind at ease.

Communication - Nothing irritates customers more than a lack of communication, especially when there are problems and the organisation is to blame. Organisations that can respond to customer challenges in a timely and respectful manner, in my opinion, are the ones that will stand the test of time. We live in a digital age, and the ability to communicate effectively and put customers at ease is a differentiator. Another important aspect of communication is to keep your word and never communicate incorrect information or unfulfilled promises, as this usually worsens the situation.

Listening to and understanding customer needs - Another common error made by customer service representatives is to paint all customers with the same brush, rather than listening to and attending to individual customer needs. This assumption frequently leads to tense situations that could have been avoided. The ability required here is to recognise that different personalities exist, such as a customer who requires the answer/solution rather than the explanation, or a customer who requires a detailed explanation rather than a brush off answer, and a customer who requires your empathetic ear when addressing their situation, as well as a customer who knows that story. The bottom line is that customers want to be heard and understood, and taking the time to listen will ensure that representatives can provide the best solutions possible.

Finally, it is critical to address the issue of looking and acting professionally when working in front-line departments. This serves as a reminder that customer service is intangible, and thus front-line employees serve as customer service. How you speak to, or in front of, customers, or how you look in front of them is a reflection of the organisation for which you work. Professionalism communicates to customers that they can entrust their money and business to you.

There are numerous factors that contribute to providing excellent customer service, and some of the factors mentioned above ensure that customers feel valued and appreciated. Businesses must ensure that their customers are well taken care of and have an amazing experience in order to build a long-term customer base.