Your clients might not be as happy as you think
Data from The Customer Service Institute’s annual Customer Service Index, which tracks customer satisfaction levels of 275 UK businesses in sectors as varied as insurance, utilities, transport, retail (non-food) and banking, shows the UK has room for improvement.
The report reveals customer satisfaction across all age groups has fallen over the last year. But it also highlights how to fix the problem, as clients say their customer service priorities are: make it easy to contact the right person, employee behaviours and competence, and website navigation.
“Organisations that consistently earn higher levels of customer satisfaction than peers in their sector achieve better financial results, greater productivity by reducing costs associated with problems, and higher levels of trust and reputation – key sources of long-term value."
Joanna Causon, Chief Executive of The Customer Service Institute, as featured in the Customer Service Index 2023.
To retain clients, you must value them, which means not only giving them what they want but also exceeding expectations. To do that, businesses must:
01
Know customers’ preferences
Whether using general market data, third-party studies, in-house customer surveys or CRM data insights, it’s essential to know what existing customers want, need and expect. Part of this requires a detailed history of your customers as individuals and the products and services they have already procured. It’s also necessary to know what matters to them and how effective your organisation is at meeting their needs. Perhaps they have specific views on how accessible they expect your people to be, the range of services or support they need or how quickly they expect you to resolve their needs.
02
Solve customers’ problems
While business is almost certainly about solving problems, it’s also about improving customers’ lives. It’s necessary to forge a connection that goes beyond a mere transaction. On a base level, this requires empathy and understanding to build rapport. People buy from people, after all. Problem-solving can be reactive – customers ask for help with an issue, or pre-emptive – perhaps a solicitor asking if a Will needs updating in light of family news, for example. Understanding the problems you’re solving for customers is part of recognising your value and knowing how to build lasting relationships.
03
Understand the customer journey
Every interaction with a business creates an impression on a customer – right from the first enquiry to completion of the work. These touchpoints make up the customer journey. A curt call handler, a tardy response or an inefficient process, tarnishes that journey and diminishes the likelihood of repeat business. Conversely, the journey is improved when every touchpoint is friendly, professional, frictionless and considered from the customers’ perspective. The focus shifts to maintaining happy clients and, therefore, increasing the likelihood of upselling, cross-selling and retention.
04
Capture feedback
Customers are people. Their needs and expectations shift and change over time. Consider the Amazon effect, for example. Now it’s universally expected that we can quickly get all products and services. It’s not just reserved for retail, it applies to all businesses in all sectors. Understanding clients’ feelings about your products and services is essential to maintaining a customer-centric approach. Are they happy with your service? What would they like to see changed or improved? How are their needs evolving? And do they want more from you? By knowing and capturing feedback, you have the insights to act, deliver positive changes and ensure customers’ real needs stay front and centre.
05
Be consistent
Positive customer experiences don’t happen by chance; they stem from consistent business behaviours and a customer-centric mindset instilled in employees which is supported with the procedures, tools, practices and partners to deliver.
