Automation is available everywhere – and that’s why person-to-person customer service is more important than ever.
In 2022, automation is embedded in nearly every business’ vocabulary. Whether it’s improving workflow, lowering costs, reducing risk, generating and analyzing insights, or improving efficiencies, data shows that on an organizational level, automation can dramatically improve productivity in several ways and the benefits are well documented.
But what we also know about automated technology is that it isn’t human, and when problems arise, systems lack the uniquely human capacity to solve problems and offer empathy and understanding when customer frustration may be mounting.
When it comes to onboarding technology, fixing errors and glitches, and facilitating updates, nothing can replace a robust team of account managers to help address customer needs, guide them through the journey of using your product or service, and ensure they get the best possible value from it.
Building strong relationships leads to long-term partnerships
According to the 2017 State of Global Customer Service Report, 96% of consumers say customer service is important in deciding which brands to stay loyal to. Stellar customer service is a key differentiator in a crowded market, but providing outstanding customer service is more than just a matter of good intentions – it’s about building strong relationships that lead to long-term partnerships and greater profitability for your company.
Customers who feel appreciated will stay loyal to your brand for longer – which means less expenditure on customer acquisition costs (CAC) and more profit. Increased referrals from happy customers, also known as word-of-mouth advertising, is one of the most effective ways to gain new customers, so it’s important to keep your existing ones happy. When someone buys from you or engages in your services once, they will be more likely to buy from you again in the future – if only because they know what to expect.
Here are some of the ways that great customer service can lead to long-term success:
- Proactive communication: Make sure you have an effective communication strategy in place so that you can respond quickly when customers need help or have questions. Having a single point of contact for all inquiries can help you respond faster and provide more accurate answers to clients. It’s not enough for you to be reactive when it comes to dealing with clients. You want them to feel like they’re being heard, so make sure you respond quickly and effectively when there’s an issue or concern on their end.
- Reduce client attrition: Providing excellent customer service helps reduce client attrition by keeping them happy and engaged with your product or service, which lowers costs associated with acquiring new clients or spending exponentially more to retain. In fact, customers switching companies due to poor service costs U.S. companies a total of $1.6 trillion per year.
- Gain their trust – really get to know your clients: The best way to build trust is by providing relevant information and listening carefully to what they have to say so that you understand their needs better than anyone else.
Building strong relationships leads to long-term partnerships. The key is to be proactive, in the sense of anticipating clients’ needs and delivering ahead of schedule. Providing stellar customer service doesn’t just improve your bottom line; it helps build a stronger brand and sets you apart from competitors.
Automation doesn’t eliminate account management
As companies begin to scale, the need for automation grows, and automating repetitive tasks can save time and resources and enable businesses to grow their operations. Strong business leaders of automated service and software providers know the importance of investing in their customer success teams to support the rollout and maintenance of those systems.
Customer service and account management should never be devoid of human interaction. Depending on the scale of an issue, customers mainly want to know that they are being heard and that someone is actively looking into a solution to their problem. Positively impacting customer engagement and the overall experience should be what every customer service team is working toward. And while it may be hard to put a price tag on stellar service, a recent study showed that companies place a high value on how they are treated, reporting that 80% of customers would be willing to pay more to get a better experience, and customer service statistics also indicate that clients are willing to pay 13% to 18% higher to feel they will be receiving premium service and experience.
Opportunity for business growth
Customer service is a cornerstone of all businesses and it’s critical to a company’s success. As the pace of business increases, so does the need for customer engagement. The increasing number of touchpoints means companies must be able to provide consistently high levels of service. And opportunities for business growth through account management come down to delivering value to clients that strengthen their urgency to return for more business as well as advocate on your behalf to their professional peers. According to the same study referenced earlier, 77% of happy customers would willingly give a positive recommendation about your company if they’ve enjoyed the service. Adversely, one-third of all customers (32%) who had just one bad experience with a company would cease all future business dealings with that brand.
Every business has a unique selling proposition and identifying opportunities for account management differentiation is easier said than done. The key is to be methodical, intentional, and consistent in how you provide value beyond price in ways that matter to your clients.
Technology isn’t going anywhere, and likely, we will see automation take hold in more and more areas of our personal and professional lives. It would be misguided to think otherwise. But people-to-people remains as strong and essential as ever – it’s imperative to your overall business strategy and will continue to play a significant part in how you are able to earn repeat customers, secure customer loyalty, and ultimately, increase profitability.
Dynamic Logistix is a third-party provider of shipping and freight solutions that combines a world-class technology platform with stellar personal service. Clients save time and money by providing superior visibility, transparent processes and comprehensive real-time reporting through our transportation management software. For more information, please visit our website.
Abigail Jones is the director of operations at Dynamic Logistix.
