Winning at the Point of ServiceIf asked about their point of focus, most companies in the integration space would talk about the products that they sell, the technologies they integrate, or the technology outcomes clients are looking for. But today, with so many companies selling nearly identical products lines and offering the same service deliverables, it’s hard not to get lost in the crowd. What is it that makes a company truly stand out? The answer lies in raising the bar of customer service higher than the competition’s.

Instead of just focusing on technology, these companies are focused on creating a better customer experience. Exceptional service is the differentiator when it comes to client satisfaction, peace of mind, and better business outcomes. According to Bain & Co., a customer is 4X more apt to switching allegiance to a competitor if the problem they’d had with an organization is service related vs. price or product related.

So, how do you win at the Point of Service?

Customer service is really the art and science of creating totally satisfied customers. When customers walk into a business for the first time, they almost always come with certain expectations. The level of service a company offers to them directly impacts their perception of how well their expectations were met. If satisfied, they’d come back anticipating another positive experience. Service, however, should not be employed solely as a means to create a first impression; rather it should be a consistent business practice that gives existing customers a strong incentive to stay. Here are some tips to reach and maintain high levels of customer service:

Develop faster response time. No one likes to wait. Especially when they are unhappy and seeking resolution of an isssue. The longer you keep them waiting for one, the less likely you’ll enjoy doing business with them again. Speed of response is a key factor in forging new relationships and maintaining existing ones. Tools like HelpScout track response time, helping companies analyze and optimize their service performance.

Offer a solution. Always. Every now and then, we come across customers who look for solutions beyond our offerings. Most companies in such a situation would apologize and send them on their way unsatisfied. The most successful, however, try to suggest alternative sources, even if means it doesn’t result in immediate sales for them. This helps in developing a reputation as a customer-focused organization that people remember when future needs arise.

Build trust and then keep it. Building trust and keeping it are vastly different issues. Most companies put in a lot of effort into attracting a first-time customer, but how many keep it up for the long haul? Trust should not be used merely as bait. It should be a steady diet you offer to all of your customers, lest they be tempted to nibble off a competitor’s hook.

Listen, solve, and ask (in that order). Many integrators make the mistake of convincing customers into buying systems they probably don’t need. This kind of “push” selling not only creates no value for customers, but also leaves a bad taste in their mouth when they realize they have made the wrong investment. Goes without saying, they are never going to come back and may influence others to join them in severing or re-thinking ties with your organization. Is one sale worth sacrificing future orders?

Good customer service creates a win-win situation for both company and customers. Happy customer. Happy provider. Increased sales and profits. What could be better than that?

At Advanced AV we empower live meetings and remote collaboration by deploying the technology that helps your organization connect, communicate and engage with its customers, employees and stakeholders. Connect with us to find out more about how Advanced AV can help you achieve your business and technology goals.

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