One of the most common customer service strategies suggests calling the customer by name. It is a simple measure, but one able to immediately create empathy between the operator and the customer, who feels listened to and “pampered”.
This is one of the first steps to create a personalised customer experience, a “must” for all companies that want to differentiate themselves from the competition. To understand how important this service is, you just have to know that in a recent survey 80% of the users interviewed declared that they were willing to buy when they receive a personalised offer calibrated to their own needs.
Understanding what your target audience is and what it wants helps you improve productivity and offer exactly the type of service and product that your clientele desires. In this regard it can be useful to read an article in which we explain what customer profiling is and how to make the most of it.
The customers who have relied on our personalisation services have increased the loyalty rate by 40%.
Customer service: how to choose the right message?
Building customer loyalty proves much less costly than acquiring a new one. It is precisely for this reason that we at We Are Fiber suggest, first of all, building the loyalty of the “old” customers and holding on to them tightly, and then trying to expand your own market share calmly.
The messages to convey must therefore be calibrated to the needs, preferences and habits of your customers. In this way the approach proves more practical and targeted, making the most of and enhancing the information and the data at your disposal.
We Are Fiber provides you with expert and qualified staff and the right instruments to extract important information from the data available, providing a personalised user experience.
How to personalise marketing
At this point we have to go into more detail to understand the strategies to follow regarding the personalisation of marketing. You have to focus on leads, that is, those people who have already shown interest in your company and can therefore be easily converted into customers.
Customer service: focus on the real needs of customers
First of all you have to immediately intercept the real needs of customers, and provide the right answers to their questions. To be more precise, you must not beat around the bush, which risks irritating the customer, but give a concrete solution to their problem.
Learn to recognise and remember your customers
Another “best practice” to keep in mind is remembering who your customers are. Suppose that a customer contacts you to have a quote on a certain service. Good practice requires that it be you who contacts them to deliver the quote. If you do not do it, it is already something that does not weigh in your favour.
If you are lucky the customer contacts you again but, if you do not remember them and ask them the same questions that your colleague perhaps already asked them the day before, you do not give a good image of yourself. The customer’s customer experience in that case proves extremely negative and it becomes very complicated to build their loyalty.
Be proactive and anticipate customers’ needs
Once you have understood what type of customer you have in front of you, you have to be proactive, that is, intercept their needs and provide in advance the solutions to their potential issues. Cross-selling, a technique that makes it possible to sell a service in combination with one already purchased, helps you grow turnover and provides an extra benefit to the customer. Our partners have sold 22% more with the cross-selling technique.
Here is an explanatory example: suppose that you have an insurance company and that a customer buys a car policy. In that case you can propose to them in advance roadside assistance as an accessory guarantee, thus offering more complete coverage for a small expense. In the same way you can inform the buyer about new discounts, promotions and offers on the way.
The right message to the right person: the importance of empathy
To optimise customer service, empathy is the key word. You have to put yourself in the customer’s shoes and use the most appropriate language and words. If you have an emotional customer in front of you, try to play on their emotions. If instead you interface with a rational customer, explain to them, according to a practical discourse, the sensibleness of your actions. Use the appropriate messages based on the customer’s profile, getting in tune with them and winning their trust.
Technology in customer service
We Are Fiber provides you with all its innovative technology to maximise the performance of customer service.
The analysis platforms allow us to collect the data of the personalised campaigns and monitor customers’ behaviours, habits and needs.
The data is constantly updated with an efficient CRM, which extracts valuable information from the data collected for a targeted sale.
Our ace in the hole is Artificial Intelligence, which helps you make precise purchasing predictions in order to anticipate your customers’ requests.
You can make all these services available to your company; you just have to contact us to find out more.
