Given how many corporations are awful at customer support, does it really even matter? Absolutely!
Happy Customers Will Make You Happy
Improving customer support isn’t a cost with no return. Making customers happy is very beneficial to your business.
When a customer is happy, they’ll tell one person about your business. When they’re unhappy, they’ll tell ten. While this is just a saying and not a hard statistic, the bottom line is not only will happy customers help your business grow, but they also won’t do anything to harm your growth.
5 Ways to Improve Your Customer Support
Less Talking, More Listening: While it’s important for you and your staff to fully answer the questions your customers have, you first need to make sure that you’re answering their actual question.
A lot of customer support frustration results from staff jumping in with an answer too quickly. After the customer goes through all the steps they were told, they realize that all of those steps were for a different problem.
Listening enough to ensure you are able to solve a customer’s problem with the first set of instructions you give them will prevent them from enduring unnecessary frustration.
Empower Your Support Staff: Although customers will always blame the person they’re actually talking to for not fixing their problem, there are many companies where it’s not the support staff’s fault for providing poor service.
The real issue stems from their management failing to give them enough freedom to actually solve problems. If you place a laundry list of restrictions on your support staff, providing timely service is going to be impossible.
When you hire sharp employees you can trust, you’ll feel comfortable backing off so they can properly do their jobs.
Evaluate Feedback: Your customers will have plenty of feedback about your customer support. So will your employees. You want to listen carefully to both groups.
However, what you don’t want to do is make impulsive decisions based on this feedback. That approach can actually be more detrimental than beneficial.
Instead, you want to pay attention to topics that continue to come up. If something gets brought up on a regular basis, chances are it’s a real issue that you should address.
Build a Knowledge Database: Your customer support team spends a lot of their time answering the same questions. This is also true for what customers search for when they come to your website.
If you don’t have a knowledge database that is easy for both groups to access, you need to start building one. Once you build this this type of database and put it to use, you’ll find that both groups benefit immensely.
Personalize It: While you want to have a database of answers, this doesn’t mean you want your customer support to be robotic.
The more “human” you can make your support, the happier your customers are going to be with your business.
What steps are you going to take to improve your company’s customer support?
About The Author
Craig Klein is CEO of SalesNexus, which is a Houston based online CRM company that offers business email marketing services as well.


