C. Even if the products are great, they will not want to come back if they experienced bad customer service. The goal is to win your customers’ hearts and make your store stand out from the rest because, let’s be honest, people have so many options to shop from and they chose YOU, so make it worth their while.
To ensure customer satisfaction, your business needs to set certain customer satisfaction (CSAT) goals. The question is, are you hurting or helping your store with your goals? Jason Grier, Senior Vice President of Customer Experience at Alorica, the nation’s largest customer service provider dedicated to advancing companies’ customer relationships, has some tips on how you can set CSAT goals for your business.
“Some important tips to remember are to examine your organization’s identity to ensure that you are setting realistic goals, check in on what your customers are saying, and adjust your goals depending on the delta between where your organization is and where you want to be,” Grier said.
This is why retail surveys are so important, because you get suggestions straight from the customer’s mouth. Update your goals based on the needs of the consumer to ensure they keep coming back. According to the 2017 Customer Service Barometer from American Express, 33 percent of Americans say they will consider switching companies after just a single instance of poor service.
“One tip is to examine your organization’s external voice using customer data and speech analytics to understand what triggers certain negative responses,” Grier said. “You will always come across consumers who are unhappy or disappointed, but it’s what we do with these experiences that matters, which is being able to learn for future exchanges.”
Improving customer experiences should be your number one priority. Work with a customer after they have a bad experience and see what you can do to improve as a business. You may not win over that unhappy person, but you can absolutely prevent it from happening with future customers. Here are some ways you can prevent yourself from falling into a CSAT trap:
“Be sure you’re not comparing apples to oranges. For example, if you are an online retailer comparing your service standards to those of a subscription-based service that offers a customer concierge, you may not be setting realistic goals for your company. Knowing your identity and what your consumers truly need (and want), will help set a clear path to your success and keep your patrons happy,” Grier said.
You also have to keep in mind that not every customer who has a good or bad experience will speak out about it. According to Forbes, only one out of every 26 customers complain if something goes wrong, so it’s important to listen to the feedback you receive to hopefully target larger issues that other customers may be feeling as well. Take the time now to give your team a gut check and make sure you have the right CSAT goals in place to ensure your customers’ loyalty.