How to Build Emotional Engagement with your Customers
With customer experience set to overtake product and price as the distinguishing factor for companies by 2020, many companies are now starting to consider different ways of improving the delivery of services and support to their customers to outshine the competition.
Understand Your Customer’s Needs
Today’s customers expect to interact with brands at a time and in a way that suits them – whether that’s by phone, SMS, email or web chat. This makes it critical to understand the needs of the customers you’re trying to serve and ensure that you have an omnichannel solution in place to meet these needs. The best contact centres answer calls quickly, but more importantly, they communicate with customers in a way that suits their needs and frequently exceeds expectations.
If you really want to stay a step ahead of the competition, it is essential that you focus your attention on building an emotional engagement with customers. One of the best ways to do this is to undertake sentiment analysis, which allows you to understand how customers feel about their interaction with you and your brand.
Ask for Customer Feedback
There are numerous ways to ask for feedback from customers. And thanks to developments in technology, businesses can now even evaluate customer experience in real-time. For example, AI systems can evaluate everything from tone of voice to analysing words used in web chat.
Don’t worry if you haven’t invested in AI - you can still get feedback from your customers using customer satisfaction surveys that are automatically built into your Contact Centre as a Service (CCaaS) strategy.
These surveys should give customers the ability to rate the service they have received on a numeric scale. This is a simple and easy way to find out if your agents are meeting customer needs and can be done using a Net Promoter Score (NPS) to gauge customer loyalty.
However, if you want valuable actionable insights and to truly understand how a customer feels when interacting with you, it is vital that you include open-ended questions in the survey to find out why they gave you the score they did. These types of questions can help you to understand what is causing customers pain or joy in a manner that mere numeric data alone cannot provide.
The latest cloud contact centre platforms often provide a customer survey module that can collect and send this feedback directly to the contact centre supervisor for evaluation. These solutions can also give customers the option to record their feedback, which is then shared with the supervisor through a WAV or call recording file. With the technology so readily available, contact centres of every size now have the opportunity to listen to the voice of their customers.
Cloud-based solutions can also include features like call back manager, which can provide customers with the option to get an instant call back from your business when there are no agents available to take your call.
If done right, optimising your CCaaS strategy with a purpose of creating emotional connections can give you the potential to outperform your competitors. In fact, according to a recent report by UC Today, emotionally engaged customers are five times as likely to repurchase, five times as likely to forgive and seven times more likely to try a new offering. In addition to this, these loyal customers are more willing to provide feedback when asked, more likely to comment positively on social media and make use of the products or services on offer. So, in order to establish a competitive advantage, it’s crucial that you leverage the technology available to emotionally engage with your customers.
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