Think about your most recent customer service interaction. Did an adorable beagle chase you down to return your phone before you even realized you left it on the airplane, or did the airline leave you stranded overnight at the airport?
As a brand, you have a lot to lose when you fail to meet a customer’s expectations (which, by the way, are becoming more demanding in this on-demand economy). In fact, 60% of customers have bailed on a transaction because of a poor service experience, according to a 2014 American Express survey.
But it’s not just that one customer you lose. Americans tell an average of eight people about their good experiences, and an average of 21 people about their poor experiences, according to the same American Express survey. Considering that 84% of consumers around the world say they trust earned media, such as recommendations from friends and family, more than any other form of advertising, it’s clear the stakes are much higher.
It’s not so wild to argue then, as a recent article from The Next Web does, that the key to super fast growth is not massive funding or iterative agility as one might guess, but customer service. The author applauds companies like Amazon and Zappos for gaining an edge over their competitors by seeing customer service as the cornerstone for building a successful brand.
When you boil it down, customer service is about building relationships. And any therapist will tell you that the foundation of a good relationship is communication.
Consider Amazon’s Mayday button, which lets Kindle Fire HDX customers directly dial up an Amazon technician in an average of nine seconds. Customers can troubleshoot right from the tablet, without moving to a browser—or worse, another device.
So how can you bring customer service in-app to help your brand improve communication?
Retain complete control over your UI and add a customer support layer that enhances your app with video and voice calling for a streamlined UX. Your users will stay in the app for a better experience and you’ll decrease the potential for lost user engagement.
With free Wi-Fi calling, your users can reach customer support from anywhere in the world, even when travelling. Think of it as access to a virtual brick and mortar store. Travel companies, for instance, can also offer low-cost international calling via data and Wi-Fi straight from their app, enabling users to contact booked hotels or rental car agencies across the globe to confirm or modify reservations.
When a user calls from in-app, the support team can see information like the caller’s recently viewed products, past purchases, date of signup, and current stage in the purchase funnel. These valuable user insights can translate to shorter resolution times, and ultimately, happier customers. You can also discover at what stage in the app cycle a user clicked to call customer service to identify places where you can build out your app.
Display relevant info to users such as wait times, follow-up offers, or satisfaction surveys, complementing your existing call center framework.
No matter your industry, you should strive not to make a sale, but to make a customer. Done well, you’ll attract the type of customer who attracts more customers and rapid growth will come organically.
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