Insights

Customers Choice Awards

Jul 27, 2016

When a company allows customers to choose their preferred communication channel, they don’t just make customers’ lives easier. A company’s reputation for customer service starts getting well-deserved attention — and more business — for high customer satisfaction. These companies are winning Customers Choice Awards for their willingness to hand the reins to their customers and let the customers direct the conversation over the channel of their choice.

A consumer surfing the web for a contractor might have time to pick up the phone to make an inquiry, but if they need to make decisions on the move, they’re likely to prefer text or email in the midst of their busy day.

Studies show that customers can use up to seven different channels to confer with just one company (McKinsey). These behaviors and methods of interaction are diversifying and are rich with data, but companies need a way to measure and differentiate. They need to learn why certain channels appeal to specific demographics. Businesses can achieve higher rates of caller satisfaction when they’re able to connect and communicate with their customers, no matter what the situations or the issue.

In a study done by Zogby Analytics, Amazon and Apple found success by diversifying their channel options and guiding customers towards the right channel for their specific situation or issue.

At Amazon, call center representatives focus on solving the customer’s problem. They use web chat, phone calls, email, and even video conferencing to make sure that each customer walks away from the interaction satisfied. Amazon’s Toll-Free Number connects shoppers with friendly agents who focus on solving the core problem. Agents measure their success by following up with a quick poll to see if they solved their customer’s problem, and aim for the highest percentage of positive responses as possible.

Apple recommends different channels based on each customer’s specific issue. Based on whether they need to fix a technical issue, resolve an account problem, or just learn more about their products, customers are guided online to a variety of options, including calling their Toll-Free Number, engaging over chat, or exchanging emails, based on his needs.

In addition, Cisco’s website guides customers to the channel that will most likely suit them best, based on demographic-specific criteria generated by the company’s customer experience team. While tech-savvy users might find the information they need in detailed forums, less informed customers might use their Toll-Free Number to have an in-depth conversation with a representative.

Giving the customer options is a sure way to make them feel like their issues and concerns are important to the company. To win a customers choice as their top brand, businesses have to be able to resolve their issues in a way that best suits their preferences.

Related Blogs

The Human Factor in Customer Service

Texting as the Next Killer App

3 Strategies for the New Enhanced Call Center 

Cross-Training for Customer Service 

KEY TAKEAWAYS:

• Giving the customer options is a sure way to make them feel like their issues and concerns are important to the company.

• While tech-savvy users might find the information they need in detailed forums, less informed customers might use their Toll-Free Number to have an in-depth conversation with a representative.