Customers want to like you. After all, they chose to do business with you. But you might be doing some of these things they despise.
Even if they love your product or your brand, the service experience sometimes gets in the way of the perfect relationship they want.
Here’s what drives them the craziest these days, according to a variety of studies — plus tips on how to avoid or recover from the issues:
1. You don’t value them
More than 60% of customers say they aren’t rewarded enough by the companies they’re loyal to.
They don’t see an equal relationship. They buy and praise, but the company doesn’t praise and reward them enough.
Fix it: If you don’t have a rewards program that includes discounts, gifts, upgrades or free products that are earned for purchases over time, start one. Plus, show customers you love them by featuring them on your social media, in newsletters or on your website.
2. You don’t value their time
Two-thirds of customers say that the best thing a company can do when it comes to customer service is show that it values their time.
Yet, customers wait … for someone to answer, a solution, a callback, a sympathetic ear, a reward, etc.
Fix it: If you can’t cut wait times, set the right expectations. Tell customers via conversations, emails, website details, online posts and anything else they see or hear how long it will take to get a response in each channel.
3. You make it difficult to find you
More than half of customers think that “thorough contact information” is the most important element missing from company websites.
They can’t find who, where and when to contact you.
Fix it: Reverse course. Put a contact phone number, email account and social media link on every web page and piece of paper customers see.
4. You don’t answer
Three-quarters of customers feel it takes too long to reach a person on the phone.
No doubt, fewer customers call these days. But that’s no reason for a company to make it more difficult to reach help. And the people answering the phones should be equipped to help with more complex and emotional situations — because those are the kind that come via phone.
Fix it: Ideally, customers shouldn’t have to go through more than two recorded options to get to a person who can help.
5. You don’t have the answers
More than 80% of customers say the number one factor in a great experience is getting their issue resolved quickly. For that to happen, front-line employees need to be able to identify the issue (because customers sometimes know what’s wrong, but don’t know why) and the solution seamlessly.
Fix it: Take a full-circle approach to problem-solving training. Once employees know how to solve the most current issues, identify all the ways that issue might be described or bubble up for customers.
6. You aren’t where they are
Customers are on social media, and want to use it to resolve, at the very least, their smaller issues. Yet, 80% of social media customer service inquiries go unanswered.
Fix it: The solution isn’t simply to get on social media. The solution is to only adopt social media that you can handle. If you want customers to “like” you, your company needs to be able to respond to everything they do — ask questions, open conversations, complain and compliment — on that social media channel within an hour. And if you can’t respond around the clock, post when you are available.
7. You don’t know it all
Customers expect that the people they talk to will know how to handle the situation — or immediately find someone who does. They’re disappointed when that doesn’t happen. Almost 30% of customers switch companies because they’re annoyed by the lack of employee knowledge.
Fix it: Train employees on where to find fast answers beyond their scope just as much as you train them on the knowledge to give fast answers.
8. You aren’t nice
More than 40% of customers switch companies because they were put off by a rude or unhelpful employee.
They’ll leave in search of better treatment.
Fix it: Even if you hire for attitude and train for skill, top-notch employees can get stressed and lose their good and positive demeanor. Managers need to monitor workload, stress levels and demand to make sure employees can maintain the professional attitude to match their skills.
