Customer experience means any interaction which a company or organisation has with its customers. It is a very crucial part in the business growth plan, but yet it is so often ignored. Most of the customers interact with the companies on the phone. To facilitate the customers, many companies establish call centres, where customers call to know the answers of their queries. |
What benefits a company can have by improving the customer experience? The answer is customer acquisition and customer retention. Both these factors are very important for the growth of a company. A company cannot sustain without acquiring new customers and retain the old customers; both these factors are interlinked.
You would see the most successful companies today with good customer service centres, where they employ skilled staff and also provide them trainings to handle customer calls efficiently. Let us have a look at some of the ideas to know how to improve the experience of your customers.
You cannot satisfy customers unless you get regular feedback from them. By taking feedback, you can well plan your marketing strategy and improve your product. There are various ways to get feedback. As a company, you can send email to customers or you can ask prompted questions in the call centre to invite unstructured feedback.
In call handling, it is very important that agents listen to customers carefully and do not write while listening. The agents at call centres should be well-trained; otherwise, the customers leave the company when they do not get proper answers to their queries.
The ongoing alignment of your products or services is imperative as the expectations of customers change very quickly. The technology is improving day by day, and with every new product in the market, you have to change your strategy and also modify your product. The economical and social factors also contribute to change the minds of the customers.
Customer-centricity is the study to know the point of view of the customers. It is very important to know what customer expects from you. Once you gather enough call handling data from the customers, you can plan things well and make decisions accordingly.
With thousands of customers, sometimes the call centres are not equipped to cope with a flood of calls. For this reason, at some call centres, they put the customer on hold unless an agent becomes free. This is a negative impact of a company because customers have to wait for a long time to know the answer of a problem. On the other hand, at some call centres, the call is routed to a less trained agent who does not have good knowledge of the product or service, and this leads to frustration on all fronts.
The call handling should be well-planned, keeping in view different disaster scenarios and by developing suitable call routing strategies. You have to change the IVR so often due to new marketing campaigns or to facilitate customers, based on their feedbacks. It is always wise to test the IVR system so the call flow on the system works properly.
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