When you think customer service, you often think dealing with customer complaints. *shudders* The phrase “dealing with” makes me think of the stray, rabid dog by the mailbox that you’re going to have to distract with a tennis ball while running to your delivery, the fire-breathing dragon that your great^(40) grandfather slew to save the fellow castle residents, or the GIF template where those pixelized sunglasses float in from the top banner of any image. The first two aspects are both extremely negative. While the third aspect is hilarious, I rarely think of that in regards to customers. The portrayal of the customer as a burden must end. The customer is your business.
Let’s change that. I’m sure we’ve been guilty of this a few times in past articles, but we’re no longer “dealing with” customers, we’re “resolving” customer complaints and you should start too.
The customer is never the problem
Any language that puts the customer, suggestions, or issues into the framework of a problem should be avoided. We must always remember that the customer is the solution. The customer is the reason why your business is still–well, a business. When a customer reaches out to you, it’s a good thing. It means they either trust you enough as an expert to know about industry trends or have available resources, or it means they want to invest their time into your product or service to make their experience better.
Keep them in the loop
It’s becoming more common for customers to peruse the website for an answer before reaching out, so also provide them with easy-to-access resources and product update blogs there as well. When a new feature changes or something is unclear to a customer, we always end up going back and rewording or adding to the new feature blog. If your customers spend time searching the website to come to something that doesn’t answer their questions you shouldn’t be afraid to make edits.
Establish a reputation
You need to find out what your customers are truly looking for. Recently, we sat down with marketing and talked about our growing client base. They picked our brains more extensively than The Walking Dead zombies–if there were a zombie apocalypse.
After you know what your customers are looking for, start creating it and ask for feedback. Do some research and connect with some thought-leaders that have already been experts in that area for a while. When you’ve created your content, don’t hesitate to ask for feedback. We can always improve and you may not have thought about something the first time through.
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