Although fewer and fewer companies are falling into this trap, some businesses believe that the relationship with the customer ends when the customer purchases one of their products. Nothing could be further from the truth, as post-sales services are a fundamental aspect of a competitive organisation. Thus, at Visual Led we would like to share some advice on how to improve customer service and the customer journey (i.e. the phases of the relationship between the users and the company), in which LED screens can also play an important role.
You are probably wondering if it is worth spending time and resources on this area. The answer is a big, fat yes, for several reasons. Firstly, there is a purely economic issue. According to a study by the Spanish company Everilion, getting a new client is 6 or 7 times more expensive than keeping an existing one.
There are also the requirements that the buyers themselves have. According to a survey conducted by Oracle a few years ago, 86% of customers were willing to pay more to have a better user experience during the purchasing process. Another fact that proves the importance of pampering stakeholders (in other words, any person or entity interested in a company and its activity).
So let’s look at the keys to improve customer service.
Although this is not always easy for SMEs, due to staff or budget limitations, it is worth anticipating what our customers may ask from us or the complaints they may have. To do this, it is a good idea to make a list of the different doubts or potential complaints – for example, to ask for information on home delivery times, what to do if you receive a faulty article, questions about how an appliance works, suggestions for improvement, etc. – and categorise them. From this point on, we can prepare attention protocols to offer a fast and as satisfactory response at any time.
In a hyper-connected world – a report drawn up last year by BBVA revealed that we use our mobile phone for an average of almost four hours a day – it is not efficient to limit customer service to a physical space or to phone calls managed from a call centre or by an employee. We have to be where our followers are as much as possible: instant messaging services, such as WhatsApp or Telegram; social networks, such as Facebook, Twitter or Instagram; online forums, etc.
However, we must not forget that it is not essential to open a corporate profile on all these platforms, but only on those that our followers use frequently. In fact, we should highlight that it is not enough to have an account, but you should dedicate a certain amount of time to feeding it with useful content and value for our public. The reason is clear: few things are so annoying for a user as entering non-updated profile which sends a message of neglect on the company’s behalf!
Another important point: according to several studies, Internet users are only willing to wait an hour for an answer to the questions or complaints they share on social networks. So be prepared to answer as soon as possible. Also, don’t forget about chatbots, a solution that has become popular in recent years.
In relation to the previous paragraph, it is clear that we live in a society centred on immediacy. Fewer and fewer people accept slow customer service, and more and more demand that the company provides automatic solutions to their problems. That is why, if we are not in a position to solve problems quickly, we have to work on not exasperating customers. And even less so in the scenario of new normality following the outbreak of COVID-19, in which limited the number of people in shops favored queues and delays, not to mention the difficulties to contact certain entities by phone.
That is why our advice is to tell your visitors how long the wait will be. This is not always easy, but it is necessary, and even more so if we bear in mind that, according to a neuromarketing report, customers perceive that queues are 36% longer than they really are.
In this sense, indoor LED screens can become a good ally for the company, since they allow you to display queuing times, identified with a shift number, so customers can be attended in order. A similar system is already applied in public transport, when indicating when the next bus or underground will arrive, and in some institutions where waiting times can be extended for hours (e.g. a police station, health centre, etc.).
If long waiting times cannot be avoided, we advise you to provide the best possible experience. Let’s see how with an illustrative case: by installing LED screens in hospitals, dental clinics or veterinary clinics, you can make the waiting time much more pleasant and bearable. Furthermore, you can take advantage of this support to broadcast informative and useful content, which helps to ensure the safety and well-being of patients (in this case, recommendations can be made on preventive measures against the new coronavirus, guidelines and advice on healthy eating, what to do in the event of heat stroke, instructions on first aid, etc.). This will also have a positive impact on the reputation of your business.
Don’t settle for a satisfactory solution when questions or complaints are made. If you want your client to feel like they can fully trust your company again as soon as possible, be proactive. Carry out a satisfaction survey – either by phone or e-mail, using form creation programs such as Mailchimp – to detect what your successes have been and what opportunities for improvement lie ahead. Remember that what is at stake are the expectations of the users and, therefore, their loyalty and trust. Only by actively listening and treating them in a close, attentive and professional manner, which places the buyer at the centre (customer-centric), will you be able to consolidate these aspects.
Would you like to know about other strategies to improve customer service, and take advantage of the benefits that LED screens offer to achieve so? If so, don’t forget that you can call us on (+44) 203 769 5276, send us an e-mail to firstname.lastname@example.org or fill in our contact form. Our team will help you to strengthen the relationship with your audience.