Customer service plays a decisive role in customer loyalty and satisfaction. For 73% of them, the quality of a company's support directly impacts their purchasing decisions, according to a PwC survey — thus, poorly executed service could lead to frustration and drive them away from doing business.
With that in mind, NeoAssist, a specialist in omnichannel support solutions, reveals 5 common mistakes that companies should avoid to ensure a positive customer experience. Check it out!
1. Being restricted to a single service channel
If you want to irritate your customer, just be unavailable on the channel they chose. Many consumers prefer platforms like WhatsApp, social networks, or chat, and forcing them to switch channels to resolve a problem is a big mistake.
Therefore, try to understand the audience and how they prefer to communicate in order to get closer and strengthen that relationship. If he chooses to switch channels, make sure they are perfectly integrated.
2. Not integrating touchpoints
Repeating information with each new contact with the company is among the main factors that generate customer dissatisfaction. The lack of integration between service channels creates a fragmented experience, increasing problem resolution time and worsening customer frustration.
By integrating different points of contact — such as chat, email, social media and telephone — NeoAssist found that it is possible to reduce service time by up to 35% and improve user satisfaction by up to 25%.
“Our platform unifies all these communication channels into a single solution, allowing agents to access user history in real time, ensuring faster and more efficient service,” explains Oswaldo Garcia, CEO of NeoAssist.
3. Overdoing automation and ignoring the human touch
Automation is a great ally in customer service, but using it excessively can be harmful. Chatbots without a clear option to escalate to a human agent can frustrate the customer, especially when faced with more complex issues.
"Bots are great for streamlining processes and improve over time. They are important for freeing up employees' time for more strategic operations, but our focus is on balancing automation and humanized service," comments Garcia.
4. Ignoring customer service performance
Not monitoring performance metrics is a sure recipe for failure. Response time, first interaction resolution rate, and customer satisfaction index are crucial data for continuously improving service quality. Oswaldo emphasizes that monitoring this performance helps to understand where the bottlenecks are and how to improve them.
Therefore, a management tool that offers constant monitoring is essential, allowing companies to track performance in real time and adjust processes as needed. Based on detailed reports, it is possible to make informed decisions and strategic adjustments that reflect in customer satisfaction.
5. Not being proactive in customer service
When a company waits for the customer to contact them to resolve a problem, it is only reacting, not anticipating the consumer's needs. Proactivity is essential to eliminate frustrations before they become a problem.
"If you can predict an issue based on previous data, why not resolve it even before the user notices? This way, it is possible to eliminate potential frustrations and increase your reliability," concludes the CEO.
