How to Personalize Customer Service

By Steve Brubaker, InfoCision Chief of Staff

This October, I challenge you to focus on one word in your customer service department: differentiation.

In other words, what can you do to separate your customer service from other competitors in your space?

One of the best ways to differentiate your customer service is to focus on improving personalization. There are some small, but very effective, strategies that you can use to leave customers feeling great about your company.

Here are some tips:

Use data: Right now you have the raw ingredients you need to offer amazing, personalized customer care. The answers lie in the data that you are collecting during each and every customer interaction. Now, it’s a matter of extracting this data and using it to engage with customers in ways that are meaningful. Collect, and share data among your team members so they can do things like greet customers by their names, remember specific preferences without having to be asked and follow up about important action items. These are the elements that keep customers coming back time and again.

Research: Sometimes, you have to do a bit of digging if you want a customer or a donor to take action and buy more, or contribute to a campaign. Research, combined with data, can be very powerful.

Use the right agents: At the end of the day, you can have a trove of data and perform extensive research but you still need one binding element and that is high quality agents. The trick is to staff your contact center with customer care specialists that can take the information they have and then execute during interactions. This requires using agents that are genuine, easy to talk with and highly skilled at engaging customers in conversation. Without such agents, your personalization strategy is likely to fall flat.

As you can see, it’s not easy to drive personalized customer care in the contact center. In fact, there is nothing easy about customer service—it takes a great deal of time, and hard work.

Many companies are therefore outsourcing their customer service operations to third party contact center solutions providers offering cutting-edge technologies and top-tier agents. Doing so will allow your brand to experience exceptional results, and even save money in the process.

 

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