Customer service - why is it so important in business?

In any business that offers something to its customers, the quality of communication with the audience plays a very important role. The channels through which it takes place are important, as well as the speed of response and more. Find out exactly what customer service is and what it is designed to do. Learn the principles on which you will build good customer service!

Customer service - what is it?

What is customer service? In any definition, you will find that it is contact with the customer regardless of whether he or she is a potential or current customer of the company's goods or services. It involves answering all his questions, providing comprehensive information or helping him with his doubts and problems. In every company, there should be a special person or more (depending on the scope of activities and the size of the company) who is specifically in charge of customer service processes.

The aim is for the recipients of the offer to be as well served and informed as possible on the subject they are interested in. If they have questions, e.g. about the handling of a product or a complaint, they should receive answers to their problems as quickly as possible. All this is done so that a bond can be formed between the company and the customer and that the recipient of the product range is satisfied with the communication processes with the company.

Customer service can take place in many ways. These include personal conversations between employees and customers, contact via e-mail or telephone calls. The customer's assessment of performance is influenced by aspects such as speed of response, conversational tone and comprehensive answers. Service can be provided through both real employees and appropriately developed systems, including, for example, apps with FAQs and other functions.

Key principles of good customer service

Every company should establish its own customer service principles to best fit in with the nature of the business. However, it is safe to highlight a few aspects that, regardless of the type of business, have a huge impact on whether the customer will be satisfied and their curiosity satisfied. Here are some principles of good and comprehensive customer service:

• Speed of response - this applies to many channels of communication between the company and the customer. When it comes to emails, what matters is that you do not have to wait longer than, say, one working day for a response. Messages should be read in real time and customers need to get the desired answers quickly;
• Continuous availability - customer service should be available 24 hours a day. Even if the helpline operates during certain hours, the customer should be able to get in touch in other ways, e.g. via web chat on the company's website;
• Simple language - all company processes, and especially those involving customer contact, should be conducted using simple and understandable language. A consumer will not be satisfied to hear difficult nomenclature and recited paragraphs of regulations over the telephone. He will be happy to hear someone explain in simple words how to solve a problem;
• Multi-channel - the customer should be able to contact the company as they are comfortable. The more diverse the paths to information, the better. Social media profiles play a very important role in this. Every company should have a person responsible for replying to messages via these channels. Consumers very often direct their queries to the inboxes of brands on Facebook or Instagram, as well as in the comments under posts.

InPost has both a helpline and chat on a number of different channels. Customers can contact each other via chat on the InPost Mobile app and popular instant messengers. Customer service is provided at a high level, with simple questions answered by a professional bot, and more complex situations referred to a real person. All activities are created so that no customer is left without help.

Customer service - why is it so important?

Providing effective customer service is very important as it largely influences sales performance. It acts like a branch of marketing, as consumers are keen to use the services and products of companies that employ knowledgeable and helpful consultants. Today's customers value the relationship with salespeople and the loyalty they manage to build. When a business does not care about the quality of service to its consumers, it is obvious that they will choose the competition. This is especially important now that, on the Internet, anyone can easily buy from another shop in a few moments.

What goes into customer service?

The customer service procedure may differ depending on the channel through which it takes place. It looks different in a stationary shop and yet different online. When the customer arrives at the showroom, the service starts with the first contact between the customer and the consultant. In some shops, it is common for the salesperson to approach the visitor straight away and ask if there is anything they can help with. In other places, on the other hand, the customer is allowed more freedom and it is only when the customer asks for something himself that the consultant advises him on his choice. It all depends on the specifics of the shop.

When it comes to a situation where an employee is helping to choose a particular product, the quality of the service is influenced by both his knowledge and his attitude. He or she should understand and respond to the consumer's needs as well as possible. For example, in a drugstore, after hearing the customer's preferences and what occasion he or she is looking for a fragrance for, the consultant needs to know what flacons of perfume he or she can offer. Throughout the process, the consumer should feel taken care of and embraced with kindness.

The next stage of customer service is the sales process. In a stationary shop, its quality is influenced by, among other things, the speed of service, the extras received, the way the product is packaged or the available payment methods. When shopping online, it is the delivery and payment methods, the fact that no registration is required, the possibility of entering a discount code or the clarity of the interface that counts. During the online search itself, it is important, for example, how easy it is to find the product you are looking for. Finally, speed of delivery and information on the status of the order are also important.

At later stages, customer service takes into account, for example, the e-mails sent to the customer or how to communicate when the consumer needs help or wants to return goods. Methods for returning products, criteria for handling complaints, the speed with which questions are answered on the helpline or online chat - all of these count as elements of customer service.

How to properly build customer relationships?

In building a relationship with the customer, it is very important to understand their needs and initiate interaction. In the case of service outlets, this is possible, among other things, through the consumer's regular visits to the showroom. It is important that the salesperson remembers their preferences or previous conversations and allows them to feel comfortable in the shop. In online service, the relationship can be shaped, among other things, through social media activities.

Professional online customer service can be built, for example, by sending newsletters and personalised messages. Birthday gift discounts, offer suggestions constructed on the basis of a consumer's previous orders or encouraging interaction on social networks are just a few elements that influence the customer relationship.

The consumer must never feel that he or she is being sold short and that his or her problems should be solved as quickly as possible. Building relationships enables a personalised approach to the customer.

If you're running an online shop or your company's website, then don't forget about the content posted everywhere on the site. Use Call To Action and address the customer directly. Evoke in them the need to use your offer, but not in a pushy way. A relationship has to be lasting and long-lasting. Even once a consumer has decided to use a company's offer, it is crucial to retain him or her and make him or her want to use the company's range or services again.

How to stand out from the competition - customer service

To stand out from the competition, it makes sense to use informed and modern customer service techniques. Today's marketing and the internet offer plenty of opportunities to reach consumers. The more innovative the ideas, the greater the customer satisfaction. It is therefore worth implementing, for example, applications that are intuitive to use, which allow many things to be dealt with without having to call a hotline or send an e-mail to the company. The quicker and simpler it is for someone to get something done, the more satisfaction they derive from it.

In order for your consultants to be competent and able to provide a quality service, they need to be properly prepared to do so. They should attend training on how to consciously build relationships with consumers. They need to have a high personal culture and simply be polite. This seems straightforward, but does not always rank high in the customer service strategies of many companies. In addition, it is worth taking care of the company's image, i.e. for example a distinctive dress code for employees, which impresses customers and influences their experience at the service point. A unique consumer loyalty programme, for example, can be useful to stand out.

The role of customer service in building a positive brand image

The quality of customer service is very important in building a positive brand image. Through it, it is possible to influence how others perceive a company and what opinion consumers have of it. When a consumer experiences poor customer service, i.e. a salesperson is unkind to them or incompetently answers questions, for example, they are bound to share their opinion online. When a potential recipient of a company's services reads such a review, they are likely to abandon the brand's services. High standards of customer service allow you to build a larger customer base and encourage existing consumers to use your services again. As a result, the company's profits increase and recognition is strengthened.

You already know what customer service should look like and why it is so important. Remember, too, that even with the best standards of advice, you cannot forget about your product. Accountability, trust or the necessary customer service steps are no substitute for a quality offering. If the products do not satisfy the customer, they will not come back for more even to the nicest and most helpful employees. Therefore, you need both a good offer and exceptional service to stay in the market.