Why Customer Service Calls Can Make or Break a Business

It is a well-researched fact that the better a company’s customer service, the more attached its customers are to its brand, product or service. In other words, superior customer service equates to a loyal customer base.

In light of the fact that customer service is so important to the success of a business, it is vital that customer service calls be handled by professional customer service agents. These agents need to have the experience and know-how to not only resolve issues but to treat callers the way they wanted to be treated. These type of customer service professionals are uniquely qualified to create good feelings that encourage customers to remain loyal to a business and to spur them to be brand ambassadors who refer family and friends back to the business.

If you have decided to outsource your inbound call center services, it is imperative that you choose the right firm. So what do you need to look for in such a firm? One important consideration is whether or not the firm uses data mining. Data mining is critical to understanding which techniques work best in terms of customer satisfaction. For example, if a customer calls and is unhappy with a product or service, would they prefer a full refund? A discount on future purchases? Knowing these things helps a business offer the type of support that is most sought after by callers.

Data mining also can be used for connecting customers to the right type of customer service agent. Some customers relate better to no-nonsense agents who get the job done quickly and efficiently. Others prefer a warm approach that includes sympathetic listening. By analyzing recorded conversations with customers, it can be determined which type of agent a customer would prefer. This means that the next time that particular customer calls, he or she can be routed to a representative with the personality characteristics he or she prefers.

In the end, customer service calls matter much more than businesses may think. According to research, no matter how exceptional a brand’s products or services, nothing can overcome a poor customer experience. Attracting and retaining customers is an expensive proposition and it is a well-documented fact that retaining current customers is much less expensive than acquiring new ones. Therefore, it is critical to the success of any business that customer service is a top priority.