You are here

Identifying and delivering the service your customers really want in 2017

May 9th 2017

A loyal customer for life is the ultimate in business goals, but how do you get there?

As a leading global market research agency, TTi Global Research has unlocked this conundrum for organisations across all business sectors, from Ford and Mazda, to National Grid and Tesco.

The upshot is, it doesn’t matter what your business does - retail, utilities or manufacturing – improve your Customer Experience (CX) and you improve your customer loyalty, customer satisfaction and your customer sales.

To point businesses in the right direction, and help you get a head start on the competition, we’ve listed 7 customer service initiatives that we believe are the most important to your customers in 2017:

  1. Mobile Customer Experience – We are a smartphone society. Statistics show that four out of five UK adults – that’s equivalent to 37 million people – have a smartphone, each of which have an average of 20 apps.

    Today’s connected customers want the fastest, most direct route to your products and services. Implementing a dynamic, responsive app is a win-win – giving customers the instant-gratification they crave, whilst boosting your online visitors and sales.

  2. Self-service Functions – Customers hate waiting, we mean really hate waiting and if a self-service function is available, they’ll take it. Survey results show a whopping 91% of people would use a knowledge base if it met their needs.

    Make sure you give your customers the self-help features they need to carry out tasks, such as, browsing, ordering, balance checking and leaving feedback. (If you don’t have a chat team to respond in real-time, ensure customers are responded to promptly).

    Also deploy a comprehensive list of FAQs on your website so that customers can look up what they want without calling.  

  3. Live Chat Options – Customers want to talk to you when and where they want. Live chat systems have exploded in recent years and are a much more attractive, time-saving option than email or phone. They also improve customer experience with users reporting a much higher satisfaction level (92%) using live chat compared to other contact channels.

  4. Personalised Customer Interactions – Today’s customers can afford to be choosy - the market is saturated with companies bombarding them with ever more dazzling offerings and cheaper deals. As such, they want more meaningful, personalised interactions with the companies they do business with.

    Online this means anticipating your customers’ needs, for example, listing what they’ve previously bought and suggesting related items. On the telephone, it means implementing a CRM system which flags the issue a customer has previously raised so that they don’t have to repeat themselves. In person, it means providing a human, emotive response (scripted dialogue is a definite no-no) so that the customer feels listened to, understood and valued. 

  5. Consistent Customer Service Across All Channels – Live chat, in-store, on the phone, emails, feedback forms, Twitter and Facebook. It doesn’t matter which channel the customer picks, interactions need to deliver unwavering levels of customer support.

    This goes deeper than making sure channels are visible and user-friendly. It’s about the bigger picture – ensuring the channels are well designed, responsive and bang up to date. That employees handling enquiries are professional and knowledgeable. That information is accurate both online and offline (critical when it comes to offering sales and discounts) and that your customer-facing staff know and are attuned to your customers’ needs.

  6. Happy to Help, Engaged Employees – Poor face-to-face and telephone customer service has always been a loyalty killer. In 2017, it’s a loyalty ‘serial killer’. One incident of a customer’s harsh treatment posted on social media has the potential to kill off your relationship with hundreds, if not thousands, of customers and prospects.

    A powerful, proven method for uncovering and addressing employees’ issues before they become public is via employee satisfaction research surveys. Our Employee Experience Quality Analysis (EEQA) acquires a complete, accurate view of your employees’ engagement levels and their biggest pain-points, so you can identify and resolve root causes of dissatisfaction.

  7. Innovation, Innovation, Innovation – Companies that innovate to save their customers time come out on top. Take Amazon, their new Prime Air delivery promises to drop packages to customers via drones within 30-minutes. Whilst Barclays are piloting an app to enable customers to scan and deposit cheques using their smartphone.

    Look at your business and ask how convenient you are to deal with, from marketing through to purchase and after sales? Think how you can use innovative technology to streamline and automate your customer processes. 

Find Out What Your Customers Want

At TTi Global Research, we understand that perfecting your Customer Experience isn’t a quick-win scenario. It’s a complex organisational-wide exercise which requires unravelling your customer journey across all interaction points.

Our Customer Experience Quality Analysis Framework does just this and more.

Developed from over 25 years of conducting customer research and analysis for some of the world’s best known brands, CEQA targets customers’ specific requirements and decision-making criteria, enabling you to understand and personalise your customer experience and access new lucrative customer segments.

It also helps:

  • Understand your customers’ expectations and their importance in the context of your organisation and your competitors.
  • Identify the technical innovation your customers want - such as self-service applications - and what is likely to disrupt, canning your competition.
  • Pinpoint what you do well, areas for improvement and what you could do less of, saving time and resources.
  • Predict change before the market detects it, so you can adapt your customer experience early and gain competitive advantage.

Start improving your customer experience - contact TTi Global Research’s customer research experts today on 01753 214000 .