Improving customer contact: Why and how?

Why Customer Contact Improvement?

Improving customer contact increases customer satisfaction

One of the most obvious reasons to improve customer contact is customer satisfaction. Satisfied customers are more loyal and more likely to make repeat purchases. A positive customer experience can lead to positive reviews and word-of-mouth, which in turn can attract new customers. So increasing customer satisfaction is a direct route to a healthier bottom line.

Better customer contact = a competitive advantage

In today's market, customers are well-informed and have high expectations. Companies that excel in customer service have a competitive advantage. If customers know they are treated well and their queries are answered quickly, they are more likely to choose your company over the competition.

Trust and brand reputation with better customer contact

Excellent customer service can build customer trust and promote a positive brand reputation. Customers tend to do business with companies that are trustworthy and committed to customer satisfaction. A positive brand reputation can lead to long-term customer relationships and business growth.

Improving customer contact = retaining customers

Retaining existing customers is often more cost-effective than attracting new ones. Improved customer contact can promote customer retention by maintaining good relationships with existing customers. Loyalty is often formed through repeated positive interactions with a company.

How to Improve Customer Contact?

Invest in Training

One of the best ways to improve customer contact is to invest in the training of your employees. Make sure your customer service staff are well-trained and have the necessary product and service knowledge. They should also be trained in customer-friendliness and problem-solving. Regular training sessions and workshops can help to keep improving their skills.

Use Technology to improve customer contact.

Modern technology can significantly improve customer contact. Consider using customer relationship management (CRM) software to manage all customer data and streamline communication. Chatbots and virtual assistants can answer customer queries quickly and be available 24/7. Social media can be used for direct customer interaction and feedback collection.

Ensure proactive customer contact

Proactive customer contact means not just responding to queries and problems, but actively contacting customers. This can be done, for example, through e-mail newsletters, follow-up calls after purchases or personalised offers. Customers appreciate it when they feel that a company cares about them, even if there is no direct sales opportunity.

Collect and Analyse Feedback as a basis for improving customer contact

Collecting customer feedback is invaluable for improving your customer service. Use surveys, reviews and direct feedback to understand your customers' needs and expectations. Analyse this data and use this information to optimise your customer service processes.

Build a Multichannel Approach

Not all customers want to communicate in the same way. Some prefer e-mail, some prefer the phone, and some prefer live chat or social media. A multichannel approach ensures that customers can choose how they want to communicate with your company. It is important to be consistent and effective on all these channels. Improving customer contact means looking closely at your customers' preferences and making sure you adapt to these channel preferences.

Measure and Monitor Customer Contact Performance

Measuring and monitoring your customer service performance is crucial to know whether your improvements are having an effect. Set KPIs (Key Performance Indicators), such as response times, customer satisfaction scores and net promoter scores, and track them on a regular basis. Adjust your strategy based on the results.

Cultivate a Customer-centric Culture

A customer-centric culture starts at the top and trickles down to all levels of the organisation. Make sure the importance of customer service is recognised and emphasised within your company. Reward and recognise employees who excel in customer service and encourage a company culture that puts customer satisfaction at its core.