How to Deliver on Consumer Expectations

The Top Customer Service Qualities Your Customers Expect TW

Optimal customer service is a must for companies that want a stellar reputation that keeps business flowing. In fact, according to our own research, 79% of consumers say customer service is extremely important when deciding where to shop, so delivering on consumer expectations has never been more important. Retailers need to tailor the way they interact with consumers in a way that exceeds their expectations in an effort to not only maintain their business, but also to gain customer loyalty. It’s not just about delivering on consumer expectations ⁠— it’s about exceeding their anticipated desires to drive loyalty.

Focusing on opportunities that go above and beyond, personalizing interactions and providing services that ensure a competitive advantage are imperative to surviving and thriving as a business today.

Let’s take a closer look at some of the most common new and existing consumer expectations, the importance of meeting these desired outcomes and how your brand can properly deliver on exceptional customer service and engagement:

What Do Customers Expect From Customer Service?

When it comes to creating the optimal customer experience, brands know how important it is to embrace technology. The digital age has made it easier than ever to connect with customers via outlets like social media, solve issues in a timely fashion, and build brand loyalty and awareness. Taking advantage of technology to address, manage and resolve traditional problems is essential for businesses that want to thrive in 2020 and beyond.

“It’s clear that the digital age has transformed what the modern day consumer expects from retailers,” Brad Birnbaum, CEO of Kustomer, explained. “The younger generation not only wants instant resolution to their problems, they also demand personalized interactions and availability across all channels. Retailers must put a customer service strategy in place, and leverage the right tools, to deliver on these expectations.”

According to data gathered from The Customer Service Situation, a 2019 customer satisfaction survey conducted by OnePoll for Kustomer, there are opportunities for brands to bounce back from a mistake, but not all consumers are willing to give businesses more than a few chances. In fact, our research shows that the average customer gives a retailer three mistakes before he or she decides to return to the business or never make a purchase with them again. This information may show that customers are willing to give brands the benefit of the doubt, but additional majority data might say otherwise ⁠— 80% of shoppers agreed they wouldn’t continue business with a retailer if they had a bad customer service experience.

So what should companies focus on when it comes to providing optimal customer service? Be attentive to quality control and making as few mistakes as possible to retain customers and gain their loyalty.

In our Customer Expectations During the Holiday Season man-on-the-street video, consumers said that if they had a bad customer service experience, they would return their product and go somewhere else. Another said she would call the bank and dispute the charge, while another customer admitted to the willingness to go elsewhere and shop outside of his budget knowing that it’ll be a worthy exchange because he’s going to get optimal customer service. This ties right back into our survey, where 59% of customers agreed they’d be willing to pay more money if it meant better customer service.

Timeliness is also a must. Our survey found that customers tend to get annoyed with customer service agents if they’re placed on hold for more than 3.5 minutes, which means representatives need to have solutions ready as soon as possible.

Consistency in great service is a major expectation for consumers. Failure to do so could result in permanently lost business — according to the survey, the average consumer admits to swearing off at least four businesses after having bad customer service experiences.

What Does It Take to Deliver Exceptional Customer Engagement?

Creating a personalized customer experience is essential for businesses to flourish in today’s fast-paced world. As covered in a previous blog The Importance of Empathy, Compassion and a Truly Human Customer Experience, simple moments of kindness in customer service, like a laugh over the phone, a smiley face emoji via chat or an e-mail that asks how the customer is doing, can facilitate a positive reputation for any brand and can be one of its greatest assets, especially today.

In another one of our man-on-the-street videos, Personalization in Customer Service, consumers shared that they expect a certain level of personalization from a customer service agent, especially when personal information is provided during the initial conversation. When you don’t have to reiterate your issues over multiple instances with an agent, the interaction between the customer and agent becomes more worthwhile.

In essence, delivering on consumer expectations is all about understanding what the consumer wants and creating personalized customer service experiences based on those needs. A mixture of automation and human interaction allows you to meet said expectations while providing quality assistance that leads customers back to your business.

For more information on personalization in customer service, download Kustomer’s how-to guide, Customer Personalization: 3 Ways to Deliver Personalized Support and Earn Lifelong Brand Loyalty or request a demo to learn more about upgrading your customer service software today.
 

Digital Customer Service: What It Is and Why It Matters

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In the realm of customer care, there’s tried-and-true, traditional customer service, and then there’s digital customer service. While there’s certainly plenty of overlap, the latter takes a more focused perspective and is designed to support digital consumers by taking their omnichannel customer journey into consideration.

This might have you wondering, what is digital customer service, exactly? And how can digital customer care improve the overall customer experience? Read on for answers to the most common digital customer service questions, plus tips and strategies for delivering a top-notch digital customer experience (DCX), no matter where your customers are.

What Is a Digital Customer?

A digital customer is someone who uses digital channels to connect with businesses, consume branded content and make purchases. These channels include web, mobile, social and email. They can maintain a relationship with a brand without ever setting foot in a brick-and-mortar establishment, but may communicate with brand representatives over live chat, email, text or the phone. Importantly, a digital customer may engage with a company across multiple channels.

What Is Digital Customer Experience?

The digital customer experience (DCX) encompasses all aspects of a customer’s interactions with a brand through digital channels, and the overall brand perception and satisfaction rate they’re left with as a result. This includes touchpoints like:

  • Visiting a website on mobile.
  • Viewing social media ads.
  • Browsing through products online.
  • Reading customer reviews.
  • Logging in to their personal account.
  • Testing out a promo code in the checkout.
  • Completing an online transaction.
  • Receiving an order confirmation email.
  • Connecting with an AI chatbot for assistance.
  • Processing a return online.
  • And every other step along the digital customer journey.

The collection of these activities and impressions, DCX, is also sometimes called digital client experience or digital consumer experience. In most cases, it can also be considered an omnichannel customer experience, given the way in which customers will approach the same brand from various channels.

As a result, another important aspect of DCX is the customer’s experience when switching between channels. For instance, when hopping from a mobile device to a laptop to take a closer look at a product saved in their shopping cart, most online shoppers wouldn’t think twice about the logistical considerations related to making that a seamless experience. But, if siloed systems require the customer to run the same search and provide the same basic information over and over again, the experience probably won’t leave a great lasting impression.

What Is Digital Customer Service?

Customer support has drastically changed over the past two decades to accommodate these somewhat elusive digital consumer behaviors and high customer expectations. Over the next few years, customer service experts predict that ensuring consistency across customer touchpoints will be a top priority for businesses.

But even today, customers look for a rich support experience that efficiently and effectively meets their needs. Simply put, digital customer service, or digital customer care, is what businesses must provide to help meet the needs of their digital customers.

But it’s not just about solving a ticket in a transactional manner; it’s part of a whole new customer engagement philosophy. The best digital customer service approach works toward building and cultivating a great relationship with customers. In this relationship, the brand treats the customer as a real person with a name and a history and a habit of hopping from one digital channel to another.

Additionally, it requires a proactive strategy wherein the business anticipates as many of its customers’ needs and expectations as possible ahead of time — and addresses these with the right infrastructure. Then, when a particular issue arises, the digital customer service team can work toward a personalized solution within an already supportive environment.

How Can Digital Customer Service Improve Your Customer Experience?

To provide successful digital customer service, brands must be able to support customer needs anytime, anywhere. And, the customer should always be able to pick up right where they left off. One-third of consumers agree that the tedious process of having to re-introduce and explain themselves to multiple agents is one of the most frustrating aspects of customer service experiences, according to Hubspot.

However, Accenture found that 91% of customers are more likely to purchase from brands that recognize them by name, remember their purchase history and provide personalized offers and product recommendations. With the right tools in place, brands can deliver the best digital customer experience possible, solve issues as they arise and even provide incentives and suggestions that are tailored to the customer’s interests and past activity. Great digital customer service promotes customer satisfaction and retention.

Moreover, exceptional service can increase customer acquisition through word-of-mouth and reviews. A study from American Express revealed that, on average, U.S. consumers will discuss a negative customer experience with 15 people but would share a good experience with 11 people. The numbers go up to 17 and 15, respectively, for millennial consumers. So, a positive DCX not only stops negative feedback from spreading like wildfire, but it also leaves favorable brand impressions with about a dozen additional consumers for each satisfied customer.

How Can You Provide Excellent Digital Customer Service?

In order to provide seamless digital customer service and a seamless DCX, you’ll need to direct your efforts toward digital customer experience management. Let’s explore a few best practices to work into your strategy.

First, take advantage of automation, AI and self-service tools that can quickly collect data and diagnose problems. When a customer need arises, these tools can allow customers to access immediate information — and potentially a quick solution. Or, they can collect the most important details and open a customer support conversation. The best tools will be able to manage or assign conversations and even deliver automated messages based on certain triggers you’ve identified, saving you time and energy to address more complex customer needs.

Next, make sure you’re set up with a system that stores and transfers customer data to support more seamless customer care. For instance, a skilled customer service agent who is prepared with the background information gathered by a chatbot can get right to work solving more complex issues. The customer service team will appear more capable and expedient when they don’t have to backtrack. Plus, customers have come to expect customer service handoffs that are as seamless as their digital browsing and buying experiences.

Finally, remember to gather customer feedback on the support and overall DCX you’re providing after each digital customer interaction. When customers have a chance to offer their opinions, they typically feel more satisfied with the interaction overall. Plus, you can use customers’ valuable feedback to improve your processes.

Does Your Digital Customer Service Strategy Deliver?

Our tools equip some of the best digital customer experience companies and most beloved brands out there. Request a Kustomer demo to find out how.
 

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