2. Resolve Issues and Respond to Customers
What’s the best way to respond to customer feedback once you’ve received it? Erica Kuhl writes about a four-step process for turning customer feedback into action:
- Create a single source of truth for feedback.
- Identify measurable ways to gauge the impact of incoming feedback.
- Operationalize feedback review and response.
- Close the loop.
These steps are important: As a customer service team, your job is about solving whatever problems your customer may be facing.
Technology can help streamline this process. Social media is a particularly great way to enhance the customer service experience. Facebook isn’t just for getting likes, and Twitter shouldn’t only be used to rack up followers. Most businesses have business pages on multiple social media platforms, and their users take advantage of them to seek solutions to their problems. Pizza Hut’s Twitter followers, for example, know they can reach out to the restaurant chain and expect a response.
If someone has a question about a product or wants to discuss an interaction, they’re just as, if not more, likely to post an inquiry on the company’s Facebook page or tweet them about it as they are to pick up the phone and call the company directly. Therefore, companies that recognize this and devote part of their customer service team to responding to these social media messages fare better than those that ignore or don’t prioritize them.
Another example of a brand responding to its customers using Twitter is the Gaylord Opryland Hotel, which made sure one of its customers received a special alarm clock made only for the hotel after she tweeted the company telling them how much she liked it. And Air Asia makes it a point to respond to all customer complaints and inquiries on its Facebook page in a timely manner and with helpful links and advice. (It’s a big job, considering they have almost 3 million “friends.”)
When you interact with your customers on social media, make sure you follow some basic best practices. This technology has made it easy to communicate directly with customers, but it must be done correctly in order for it to be worth the effort.
3. Develop an App that Makes Tasks Easier
The phrase “there’s an app for that” is fairly literal; there‘s an app available for pretty much anything you need, from handling your finances to getting a ride or ordering a pizza.
Most businesses know what their customers need from them, and many companies have incorporated that into smartphone applications their consumers can use. Airlines have apps that allow their patrons to check in for flights, check flight times and routes, access Wi-Fi, and more. Retail stores show their product selection in their apps, allow consumers to store and access loyalty points, and provide coupons.
4 Keys to Creating an App Your Customers Will Love
- Test it thoroughly to ensure it does what your customers need
- Ask users what they want
- Make the app onboarding process painless
- Pay attention to data, analytics, and metrics