How to Audit Your Customer Service to Retain More Customers

It might seem obvious to say this, but having good customer service truly is important. We have all had our fair share of unique experiences with businesses, some positive and some negative.

With the wealth of competitors out there today, it’s important to set yourself apart by providing exemplary customer service.

In fact, according to a Zendesk report, 75% of consumers are willing to pay more for a product or service if the customer experience is good. This suggests that customer experience is actually the most important factor (more than product or price) in determining where a consumer shops and buys.

Clearly, there is a lot of incentive for businesses to deliver quality customer service. But, are you sure that your customer service is as good as it could be? If you want to make sure you retain your top customers, it may be time to audit your customer service standards.

Are you focused on gaining new customers or retaining current ones?

It’s not uncommon for businesses to want to put their best foot forward when they are recruiting new clientele. You want to be on your best behavior and make a sparkling first impression in the process. Most businesses don’t have a problem with that.

But, do you put the same effort into retaining current customers that you do into attracting new ones? It’s an important question, because retaining a strong customer base is important to the continuing success of your company. On top of that, retaining existing customers is five to 25 times less expensive on average than recruiting and converting new ones.

To improve your customer retention rates, tailor your services toward improving their experience. Send out automated emails that thank them for purchases or keep them abreast of any new deals you might be offering. You should also make things as easy as possible for your customers.

Can your customers find what they’re looking for?

No customer wants to search through pages and pages of web content to find the information they need. It’s frustrating and can simply lead to them abandoning ship for the ocean of competitors with a better customer experience. Information that should be readily available includes:

• Product or service information (including how to purchase)
• Contact and location information
• Where to send questions, complaints, or other comments
• Where to find manuals or other instructional materials (videos, blogs, etc.)

It shouldn’t take more than a few clicks or taps to get to these details. If you want to test how easy it is to find something your customers commonly need, then simply search for it yourself. If it takes you a while, it might be time to update a few things.

This information should also be accessible on channels like your social media profile or blog posts. Include clear calls to action in your written content to steer people in the right direction. That way, even if a prospective customer makes a chance encounter with your brand on Twitter, for example, they will only be a few clicks away from a conversion.

Are you listening to your customers, even when they complain?

Dealing with complaints is a natural part of running a business. It’s also natural to get defensive, especially if you are closely involved in delivering the products or services to clients. But, it’s important to resist the urge to argue back at clients or simply toss up your hands and say that you can’t please everyone.

While it is true that you can’t please everyone and that there may be some customers who are not worth your time, customers who were unhappy with their initial experience will be surprisingly open to making amends and purchasing from a business again if they feel their complaints were heard and resolved.

Part of this involves taking accountability for the issue and apologizing for the inconvenience—and doing both quickly. This is true even if you don’t know who or what actually caused the problem. No one wants to send in a complaint through a contact form only to get a tepid response three weeks later. Respond to complaints as quickly as possible and be contrite and helpful.

Another aspect of good customer support involves listening to, understanding, and empathizing with your customers’ issues in a genuine way. This helps you resolve the issue more quickly while reducing a customer’s frustration in the process. Train your staff to respond to these situations appropriately.

Are you putting all your time into the core business?

When you are first starting, it’s easy to place more importance on the core of the business and less on the customer service experience. You want to have the best products and services on the market, and sometimes catering to your customers takes a backseat.

Of course, as we have already pointed out, consumers are increasingly looking for businesses with a good customer experience. Price and product are less important to them now than ever before.

If you are hyper-focused on making the slightest adjustments to a product, you may be missing out on a chance to build a rapport with a client. The relationships you build are going to be more important for the future of your business than a minor tweak to an already effective product.

Be good to your customers

To put it simply, don’t neglect your customers. Treat them with respect, listen to their gripes, and earnestly try to fix any issues they may encounter. It’s also always good to be proactive by making any relevant information as easily accessible as possible.

FAQs for retaining customers through customer service

Below we have summarized the most important questions and answers on the subject.