• Matthieu Clauzure, Brand and Marketing Manager at CCA International


• 08.11.2016 12:15 pm
undisclosed

When a brand is in the middle of a crisis, it’s make or break time for their customer service. With Tesco Bank customers unable to contact the organisation in the wake of money being stolen from multiple accounts, there’s clearly an important building block missing. Today’s customer is largely self-servicing, less tolerant and expects to be serviced at lightning speed; brands need to update existing customer service functions that do not meet the customer experience expectations of the new generation.

On a practical level, brands should ensure they are covering every touchpoint customers could wish for; whatever platform they’re on, whenever they want to interact. Next they must track customers, anticipating calls by giving them solutions to problems before any calls are made. They must also respond in real-time, providing an answer and suggesting solutions. Another important step is to make it seamless,allowing customers to jump from social media to telephone to physical stores fluidly, with the conversation continuing between online and offline services. Finally, and perhaps most importantly, they must respond in a human manner. The customer service team should be able to build an emotional connection with the customer because their expectations should already be anticipated and dealt with. Speak to them in their preferred medium and with their personality in mind will engage with the customer in a personal way. Working to follow these steps will ensure brands are ready to provide customer service when it’s most needed.