What Your Customers Wish You Knew About Them [Infographic]

“Well done is better than well said.” Benjamin Franklin

Customer Service is Important

So many companies attest to ‘going the extra mile’ for their customers, but how many truly do? How many take the time to really get to know their customers so they can deliver what their customers want?

This research-based infographic by Help Scout summarises what your customers value most in your dealings with them, so it’s worth taking seriously. Companies with great customer service are those that will reap rewards in terms of sales and loyalty. They are the companies that truly understand the psychology of their customers, their deep-seated needs and wants, and they remind us that there are those that still care. Check out the infographic for some ideas to help you deliver great customer service. 

Key takeaways

  • Don’t underestimate the importance of having polite, professional staff. The infographic cites research that highlights bad service as the number one reason for abandoning a brand.
  • Pleasantly surprise your customers. This could include giving them a one-off upgrade, when they were least expecting them, or certain aspects of your service for free. This is a trend that’s certainly catching on.          
    • Pret a Manger famously allow their staff to offer free coffees to customers once in a while (according to the Independent article, they provide this to people they believe are attractive or whom they like, although I don’t quite believe that as I’ve had several free coffees there). 
    • Or do something unexpected: a little girl wrote to British Supermarket giant Sainsburys complaining that their Tiger bread did not resemble a tiger, but a giraffe, and therefore should be named ‘Giraffe’ bread. A customer support manager from the company replied, agreeing with the little girl. Kudos to Sainsburys and Pret for taking advantage of an opportunity to delight and surprise their customers.
  • Sell experiences, not products. There is a large body of research to back up the greater value of selling experiences over products. Brands that use storytelling do so because they hope to capture the imagination of their customers. They hope to achieve the same effect on us as a truly engrossing, can’t-put-it –down book has on us. The kind of book that means we unwittingly let our coffee go cold. But it’s the kind of storytelling that couldn’t be more different from sales-speak. It’s storytelling that creates an emotional bond that keeps customers riveted and eager to know more. Click on this link for a good example of storytelling.

Do you go the extra mile with your customer service? If so do you have any tips that could help people improve their customer service?




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