Customer service has always been a relevant category for businesses. This has traditionally been due to the additional advantages that this service entailed for customers: loyalty with the brand and mainly increased sales. However, the rise of the Internet and new technologies has generated changes in consumers. Notable modifications that are in line with their behavior and that have made them particularly demanding potential customers. It is this new type of user that companies and brands must bet on when developing and implementing their respective customer service services. But how to do it effectively? What aspects to take into account and emphasize and which to dispense with or leave aside in the secondary field? What are the indicators that must be taken into account to make the best decision in this regard? According to a recent study published by the Aspect Software company Cameroon Mobile Database, companies have to put all their efforts in offering consumers the best possible customer service since this perception will not only depend on their percentage of sales but also the acceptance of the brand by part of the users and their permanence of purchase bet for it.
Thus, the document offered by this organization underlines, for the first time customer service and the customer’s shopping experience are linked directly and, specifically, through a significant percentage, as nothing more and nothing less than the 76% of consumers associate customer service with a company’s brand image and look to it for proof of its value. In this sense, the research shows that consumers seek from companies, above all, that through their customer service they are able to meet their problems and demands. In fact, the document emphasizes that what three out of four users explicitly requires is that brands be able to solve problems on their own when meeting customer demands. Impact on purchases Along the same lines, the study carried out by Aspect Software indicates that more than half of consumers have changed supplier brands after receiving poor customer service from them.
This data is especially relevant in the case of consumers belonging to the Millennial generation Brother Cell Phone List (those who currently have between 19 and 34 years of age), since according to this stratum of users surveyed by the company, more than half are They acknowledge having increased their expectations regarding brands since 2012. Likewise, 56% of those belonging to this generation of consumers, especially adapted to new technologies and very aware of their economic budget and financial level, claim to have changed brands after having received poor customer service, which It had to offer them quick and concise answers to the doubts and problems that they generated. Need for adaptation An interaction, between brands and users, that takes place through customer service more frequently than companies know.
And is that according to Joe Gagnon, vice president and CEO of Aspect, “the average consumer interacts with customer service an average of 65 times a year.” The figure is, above all, bulky, but the words with which Gagnon continues his enunciation are more significant. Thus, this entrepreneur ensures that customers are increasingly disappointed with the service received, an experience that does not differentiate between digital and mobile consumers and traditional consumers. Hence, this company urges companies to enhance their customer service. An indicator that represents an opportunity to build a positive business image by customers and, in turn, to ensure customer loyalty in the long term. New strategies to implement Therefore, today’s organizations have to adapt to the times, especially with regard to the behavior of members of the Millennial generation, says Gagnon.
In fact, they emphasize from this company, it is a type of client in which commitment is a very important indicator to generate lasting relationships over time and the “most influential factor in the construction of the positive perception of the brand” by part of these “. Hence, companies have to adapt their customer service strategies and offer an interaction strategy with users. Within them, efforts must prevail to have and carry out a resolution of conflicts and problems as short as possible in the temporal space. An answer given by 73% of users but it is not the only one. And it is that to it is added the clarity of the answers and the messages by parts of the brands, appealed by a third of the users.