In the ever-informed, always online world we live today, customers have very high expectations of companies. They expect fast service and outstanding customer experience. However, what happens when reality differs from the expectations? Read below to find out more:
1. Customer feedback answers
Often companies ask their customers for feedback, but then forget to answer to said feedback. This is where the biggest difference between reality and expectations comes from! Namely when a customer takes the time to write a review of what they liked about your product or what went wrong about your service, and then they never hear again from you! Collecting reviews just for the reviews’ sake is beneficial neither to the company nor the customer. Therefore, make sure what if you collect reviews, you also have the team needed to respond to them!
2. No action taken after receiving a customer review
The second most common source of frustration comes when no action is taken after negative customer feedback. After all, if a customer went to the hassle of leaving you negative feedback, it means that they feel passionate about what happened to them. Even if it wasn’t your fault, take full responsibility, apologize and make sure that this doesn’t happen again with this customer or the rest of your consumer base. In this way, you might even be able to retain them as a customer, but most importantly you indicate to your other customers that you take their feedback seriously.
3. Customers having to explain their problems again and again
Another factor which demonstrates how damaging a big gap in expectations vs. reality can be is when customers are referred to many customer success agents and have to explain their issues to each individual one. This a sure way to make your customer switch to your competitor! Avoiding a constant referral of customers to colleagues can be easily solved if you educate your employees on how to solve the issues themselves in the first place.
4. No information provided
A lot of the above issues can be solved if instead of the customer needing to contact your customer success team to solve an issue, they can solve it themselves! Therefore, provide extensive information on your website on how to use your products and services. You can include manuals, educational videos and tutorials. In this way, your customers will become more independent and you can spend more time per customer who actually contacts you with a more complicated problem.
5. Multi-channel presence
Customers no longer leave feedback only on your website. Today, being active on social media is just as important as having a good website or fast customer support. Customers expect you to be present on social media, so do your best to deliver! Why? Because they will contact you on social media, as well as leave reviews about you. And if even one negative review goes viral, your reputation can be in danger.
Therefore, make sure that you maintain your social media channels. Furthermore, by starting and getting involved in conversations on social media, you can also improve your brand image and increase customer engagement. Finally, use social listening to be ahead of any issues which might come up.
6. Always ask for feedback
Finally, this might be a no-brainer, but many customers expect to be asked to give feedback. Therefore, if a company doesn’t ask them for a review, it almost seems like they don’t care about what their clients think. Therefore, always ask your customers not only for feedback but also for suggestions on how to improve. Give them the opportunity to leave you reviews and to share those with their friends and family. This will not only fulfil their expectations but also take their customer experience to a new level.
In conclusion, a big gap between expectations and reality in the customer feedback world can lead to a lot of frustration. Therefore, use the 6 tips we suggested above for happier customers and staff!