Customer Service Mistakes you never knew you always made

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The customer experience can be a blessing or a curse. Giving your customers only the best is no longer a luxurious privilege but a standard in terms of customer service. While some companies underestimate it, others make the most of it, winning more leads and deals.

A customer support team does not have to be the easiest nut to crack. They need to deal with tasks and calls, messages and complaints, take care of current clients but are also often involved in acquiring new ones. Where to find the time and energy to actually deliver results and build relations with customers? That is the question.

As we mentioned, some companies already know the power of customer service, but it does not mean that they make no mistakes at all. Below, you can find some of the most common blunders (and some ideas of how to avoid them).

COMPANIES DO NOT CARE ABOUT THE CUSTOMER SERVICE TEAM

If your approach for hiring people for the customer support team is nothing more than “the cheaper and quicker, the better”, then it should not come as a surprise if they can be misfits. Proper onboarding takes time, as does finding the right people. Understanding the importance of onboarding is crucial for making your team work in the most efficient way, with full dedication and motivation. Once you provide such training, you can be sure that your team has all the necessary information to start working on building relations with your clients. If they don’t understand your product, they won’t understand your clients’ needs and, therefore, the customer service experience they deliver will be unprofessional.

Onboarding is one thing, another story is about the size of your team. If you expect two people to handle thousands of calls and mails, then you may be in trouble. Extremes are never good, though - if your team is too big and unorganized, you can struggle with information flow and effective performance.

62% of companies view customer experience delivered by contact centers as a competitive differentiator. / Deloitte

COMPANIES DO NOT COLLECT OR PROCESS DATA

So much data, so little idea about what to do with it. All that data is not here to make your life worse or more difficult, it is here for you to make the most of it. Once you know how to process data, you can offer better customer experience and any evaluations of your performance. You also can recognize some potential bottlenecks, problems and challenges, both internally and externally, among your clients or team members.

For some, obtaining some useful data may seem to be a challenge, however, there are a few helpful solutions to save you time and money. For example, if you need to handle a lot of inbound or outbound calls within your customer service department, you should have a lot of data at your disposal. Why? In such cases, no matter why your client contacts you or is contacted by you, you have complete information about their actions: e.g. the history of orders or the number of logins. You don’t need to ask them further and waste their (and your) time. Tools for call center management (such as CloudTalk) offer features like call tracking, call statistics or even automated callback, so you can deliver a flawless customer experience and make your calls great (and short) again. Needless to say that they offer many integrations that can make work a breeze.

90% of customers said they have had poor experience seeking customer support on mobile / SoftwareAdvice

COMPANIES ARE NOT RESPONSIVE ENOUGH

If you think that replying to a client’s message after a day or two is acceptable, we hate to break it to you. You should be responsive like crazy: some companies have just a couple of seconds or minutes response time on social media, and they reply to customers’ needs or messages quickly through chatbots or plugins on their website.

While planning your response process, you need to take a few factors into consideration. First of all: stay on the platform where clients contacted you. Your clients hate changing platforms, and why would you actually mess with it?

Of course, slower responses during weekends are acceptable, but neglecting your clients during working days can cost you… losing them.

67% of customers mention bad experiences as a reason for churn / Huffington Post

COMPANIES DO NOT WANT TO UNDERSTAND CLIENTS’ PROBLEMS

It may take you a really long time to find out what exactly your clients are looking for and what problems they need to encounter. However, you need to do it and your customer support team has to do their best to understand clients’ behaviour. To identify problems, you may need to go the extra mile and analyze some insights from your website. It can turn out that one button failure cost you a lot of potential deals. Instead of guessing what could have caused problems, it is better to dedicate yourself to a constant analysis of your performance. You can use tools for high-quality session replays to check out what areas of your website can see some room for improvement.

Once you receive some feedback, you should take it seriously as it is a huge part of the improvement processes. All feedback is useful, even if you are not able to implement it straight away. If some comments occur on a regular basis, it can be a clear sign for you to start thinking about adding such options.

COMPANIES DO NOT INVEST IN TOOLS

Seeing tools as an expense, not an investment, is such an obsolete approach. In an era where tasks can be automated to help your team achieve even better performance, managing all processes manually is just passe.

While some software will be of help for only specific industries and cases, there are quite a few tools that each customer service team should have at their disposal. One of them should be Shared Contacts For Gmail that can help exchange information between your customer support team and your sales team. And it all works with just one simple Google extension.

While Shared Contacts for Gmail will help you untangle your Gsuite communication, it is understandable that you may need a bit more, especially if you work with many customer service agents and need to handle a lot of client-related issues on a daily basis. This is where tools like Zendesk or Freshdesk step up, offering quite a few features that can make your customer service team work like a charm. What is more, you can integrate tools with each other (for example Zendesk with the aforementioned CloudTalk), providing your team a powerful suite of customer support tools. Integrating data between tools gives your team a batch of crucial information about each and every client, and can help you put your customer service back on track.

Communication clutter can be a killer of productivity and efficiency in each and every company, so you should take care of these processes in your organization. Otherwise, you may identify bottlenecks within the company, not out of it.


Of course, there are still a lot of mistakes that companies can end up making when it comes to customer service. After all, many of them are still learning how to use it. They start training their staff and, actually, start realizing why it is so important for their company’s success. Eliminating all of your mistakes will not happen overnight, but having a fresh look at your performance is a great start. Good luck!

Nina Kozłowska

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