Readers of FierceCMO.com were recently treated to some spot-on advice about avoiding customer experience fails on today’s non-linear path to loyalty and sales. And since loyalty and sales are what helps companies grow, I thought this was valuable information to share.
Here are some of the highlights:
#1: Identify Fail Points
Keep your ear to the ground by monitoring and analyzing the customer journey and buying cycle. This allows you to quickly find and fix weaknesses that are causing you to lose customers. It’s all too easy to deflect potential clients who were well on their way to buying from you — or buying again. Unacceptable response time and lack of employee product knowledge are two key failures cited by clients as big and often fatal turn-offs.
#2: Acknowledge and Apologize
A mea culpa will help keep your customer interested and invested in your services, especially if you mend your ways honestly and quickly. When you sincerely apologize and offer an acceptable resolution, you’ll impress clients and prospects, encouraging them to continue their relationship with your company.
#3: Intelligently Combine Tech with the Human Touch
A seamless transition between automation and human interaction wins the day. Deploy people and technology at appropriate moments in the buying cycle to keep leads and customers interested. It’s important to remember that people (your clients) tend to fault people (your employees) when your business lets them down. And when you run a telecom, IT, or cloud services business, stellar (and flawless) technology is also expected. When you fall short, you can still save the day and the client — just see #2.
If you’d like to read more, click on this link to the original blog post at FierceCMO.com.