Customer service plays a decisive role in consumer loyalty and satisfaction. For 73% of them, the quality of a company's support directly impacts its purchasing decisions, according to a PwC survey — thus, a poorly executed service could lead to frustration and drive them away from business.
Thinking about it, a NeoAssist, specialist in omnichannel service 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 annoy your client, just not being available on the channel he chose. Many consumers prefer platforms like WhatsApp, social networks or chat, and forcing them to change the channel to solve a problem is a big mistake
Therefore, try to understand the audience and where they prefer to communicate to get closer and strengthen this relationship. If he chooses to change the channel, make sure they are perfectly integrated.
2. Do not integrate the touchpoints
Repeating information at each new contact with the company is among the main factors that generate dissatisfaction among consumers. The lack of integration between service channels creates a fragmented experience, increasing the time to resolve issues and worsening customer frustration
By integrating different touchpoints — like chat, e-mail, social networks and phone —, NeoAssist identified 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 attendants to have real-time access to the user's history, ensuring a faster and more efficient service, explain Oswaldo Garcia, CEO of NeoAssist
3. Exaggerating 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 they improve over time. They are important to free up employees' time for more strategic operations, but our focus is the balance between automation and humanized service, comment Garcia.
4. Ignore the performance of the service
Not monitoring performance metrics is a surefire recipe for failure. Response time, first contact 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
That's why, it is essential to have a management tool that provides constant monitoring, allowing companies to monitor 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 customer satisfaction
5. Not being proactive in customer service
When a company expects the customer to get in touch to resolve a problem, she is just reacting, not anticipating consumer needs. Proactivity is essential to eliminate frustrations before they become a problem.
"If you can predict a question based on previous data", why not resolve it before the user even notices? In this way, it is possible to eliminate potential frustrations and increase your reliability, finalizes the CEO.
