Start as you mean to go on
Your customers’ experience of your business begins even before any contracts are signed. From the moment they hear your name, they’re developing a sense of your company, your values, and your services—what is often referred to as your “brand promise.” You must communicate trustworthiness right from your initial interaction.
So keep these tips in mind whenever you’re dealing with potential customers:
- Everyone matters
Each potential customer, even a small retail store with only five employees, wants to feel like they’re VIPs. Make it clear they’ll get your full attention, and you’ll provide them the same reliability, quality, and vigilance a larger customer with worldwide offices would get.
- Market it right
Customers research their business partners far more than they did in the past. Every element of your marketing—from your website to collateral to advertising—needs to reinforce the care and security you intend to provide for your customers’ business data, email, and other valuable assets.
- Establish expectations
One thing you want to avoid is overpromising and underdelivering. “Buyer’s remorse” can harm your reputation and cost you customers. Bad news travels much faster than good news. Make sure your claims are truthful, and that you can back up any point you make in a sales conversation.
- Choose the right tools—and educate customers
It’s important to select the right tools to serve your customers. And once you choose the right tools, you should also educate customers on why the selected tools matter. Customers will want to know the business benefits of concepts like two-factor authentication (2FA), AV protection, email protection, and data encryption, so make the value real and tangible for them. And remember, they are likely not tech-savvy so it’s important to focus on business impact, not just features, when explaining your tools.
Keeping it going
Communication continues to play a key role in your relationship moving forward. Being “out of sight and out of mind” means you never get to reinforce your value. So even if things are going well you still need to communicate with your customers (and you especially need to make it easy to communicate when things break).
One element of this involves sending monthly reports itemizing the tickets you’ve solved and any maintenance you’ve run (like patches, antivirus updates, etc.) However, proper communication during support sessions also reinforces your company’s value. You want customers to walk away from a support session saying, “Wow, that was easy—and I really liked that technician.”
Here are a few things to consider:
- Be responsive
When someone submits a support request, reach out immediately with a chat message. Long delays can cause customers to question your commitment and start looking elsewhere for help, so make a habit of responding rapidly—even if you are still investigating the issue.
- Provide wait times
If the tech can’t respond immediately, have them shoot a message to the customer about where they are in the queue and how long they can expect to wait.
- Leverage voice
For attended support sessions, make sure your tools include voice chat and VoIP. Hearing a human voice gives the user a sense of personal attention even if the tech is miles away.
- Improve site visits
For site visits, efficiency is the name of the game. When searching for support tools, think mobile. Your help desk software should offer a mobile app that gives techs access to customer information and configurations, allows them to take photos or video to record issues, and provides access to their schedule so they can plan their day.
- Send post-session surveys
Finally, make sure you continually get feedback from your customers. Your support tools should give you the option to automatically send a short survey after a session. Use this to get a sense of how the customers felt about their experience and to gain data on how you could improve.
For more tips on how to take control of your customer experience download our free eBook: 7 Ways to Take Control of Your Customer's Experience