Now that customers have access to social media and blogging platforms, they are more empowered than ever before. The customer service field has changed drastically as a result of these technological changes; customers now have the opportunity to connect directly with company representatives and share their customer service stories with thousands of people. Every company needs to update its customer service strategy to accommodate this new level of empowerment, as failing to do so could spell disaster for a company that relies on positive reviews from its customers. Sadly, most customer service tips fail to adequately address this issue.
One of the reasons customers are so empowered today is that they have expanded their communication options through social media. Consumers also have higher expectations and more buying choices. If your company tries to ignore these changes rather than embracing them, it will not be able to thrive in a customer-empowered marketplace. Customer service professionals can embrace these changes by using social media to communicate with customers, making positive customer experiences a top priority, and taking a customer-centric view of their duties.
The digital revolution has done a lot to give customers a voice, especially when they are dissatisfied. In the past, consumers could tell their neighbors or their friends about bad experiences; however, that information rarely went beyond those few people. Now, a disgruntled customer can send a tweet or a Facebook message to hundreds or thousands of followers, so customer service professionals must be proactive about resolving complaints and ensuring that customers are satisfied. Consumers now also share positive stories about products and companies more frequently, as it is easier to do so, which means they can actively influence buying trends.
Customer empowerment also makes it important for customer service professionals to focus on small details. In an article in the Mesquite Citizen Journal, Betty Haines talks about a bad experience she had with one particular company. Despite informing the company that her husband had passed away, the company continued to send mailings addressed to him. When she talked to a customer service employee, the employee said that mailings were unimportant, so it didn't matter if the name on the customer account matched the name on the mailing.
That customer service representative—and the manager Haines talked with a short time later—did nothing to acknowledge her concerns or consider how she felt every time she received a piece of mail addressed to her deceased husband. Although Haines did not name the company in her article, it is likely she will not recommend the company's products to her friends, family members, colleagues, or acquaintances. As an empowered customer, Ms. Haines has the option not only of choosing another company but also of telling other consumers about her bad experience.
Most books of customer service tips focus on greeting customers with a smile or maintaining an upbeat tone when providing services. Unfortunately, following these tips is not enough to prevent empowered consumers from sharing negative experiences with other consumers. If you want your company to succeed, you must use customer empowerment to your advantage and provide customer service that makes your customers want to spread positive rather than negative news.
(Photo courtesy of stockimages / freedigitalphotos.net)
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