In today’s competitive marketing environment, excellent customer service can make you stand head and shoulders above your competition. To take your customer service to the next level, Greg Gianforte, CEO of Bozeman, Mont.-based customer experience management solutions provider RightNow Technologies, suggests implementing the following best practices:
1. Make sure all your customer service channels—e-mail, live chat, Web self-service and telephone customer service—draw information from one unified content repository, so answers are consistent.
2. Follow up every e-mail customer service exchange with a brief—one- to three-question—customer satisfaction survey. According to Gianforte, this survey can be as simple as, “On a scale of one to five, were you satisfied with the outcome of your recent interaction?”
3. Make the FAQ portion of your Web site more appealing for customers to use. “People are preconditioned to think of FAQs as a static list of content that isn’t particularly useful,” says Gianforte. Instead, he suggests, “Put a big, fat button on the homepage that says, ‘Click here for immediate answers,’ or something similar.”