It’s no secret that maintaining a solid customer experience is vital in keeping your doors open. And, part of that experience comes when you educate your customers. But what steps are you taking to truly cater to your customers’ needs? Most companies have dedicated sales and marketing teams that take proactive steps in the form of content marketing, social media engagement, and general sales tactics to attract and retain customers.
Even with all those efforts, it’s actually six to seven times more expensive to get new customers through the door than it is to retain existing clientele. Plus, 66 percent of consumers who decide to go with another company or provider do so because of poor service.
So how can you be certain you’re keeping your customers happy and educated? Here are a few ways to start creating a worthwhile and advantageous support experience.
1. Be Proactive
When trying to educate your customers, there’s no such thing as producing “too much” content. This is especially true when your company wants to share news about employee promotions or is launching a new product. Beyond issuing a press release, you can reach out to customers via email, blogs posts, and social media to inform of these happenings.
Moreover, anticipate what your customers should learn or take away from these announcements and produce content for those purposes. For example, hosting webinars is a great way to educate your customers at once. In addition to reducing the number of incoming support-related calls, you’ll also create a reputation for providing top-notch service.
Everyone learns differently — and the preferred methods and tools used to uncover answers can vary among consumers. In a recent Coleman Parkes for Amdocs survey, 91 percent of respondents said they prefer scouring online knowledge bases for common questions versus calling or emailing a company directly. As such, creating an FAQ or About Us page can help customers more easily uncover the information of which they’re seeking.
But when creating educational content for your customers, know that different strokes work for different folks. In other words, FAQ pages and how-to guides may be beneficial for some customers, while others may prefer infographics and video tutorials.
For example, TireBuyer.com publishes blog content regularly about topics relevant to their audience and usually includes an infographic or photo to complement this type of content. Ultimately, you’ll want to produce digestible content in various formats that will be relevant to your customers.
3. Always Be Ready for Communication
Of course, having a direct line of communication will always be preferential for most customers. While self-service options gain popularity and are likely the way of the future, there are plenty of folks who simply want to dial up a customer support line and quickly glean answers to their burning questions.
Phone and email support should only be the beginning. That’s because more and more people are turning to social media to get quick answers to their questions. In fact, 32 percent of social media users expect a response from a company within 30 minutes, while 42 percent expect a response within an hour.
With that in mind, make sure you’re monitoring each of your social media pages regularly and taking customers’ requests and complaints seriously. Want to take your support a step further? Consider adding text support or a chat feature on your website.
Educating your customers is an important process that requires time and effort to get it done right. But you can better ensure the happiness of your customers (and therefore their retention) by communicating openly, being proactive with messaging and providing as many ways to learn as possible. After all, your company is nothing without your customers, so make sure they are getting the information and attention they deserve.