You’ve probably felt dissatisfied with the service at a restaurant or store at least a few times – probably more than those you think are acceptable. It seems like that is the case with plenty of people nowadays.
The truth is that, in today’s world, we value more than products or services in themselves: we value the way we are treated and served. The value is in the overall experience. Clients are becoming more and more demanding. Expectations have increased.
Recent studies have shown that emotional decisions are 6 times more influential in the process of buying than rational ones. 68% of clients claim that the main reason to break a relationship with a specific brand is being treated less appropriately – or even poorly – during service. This number is even more relevant when, in second place, only 14% of clients credit this drastic decision to dissatisfaction due to a product or service in itself.
These numbers show clearly that, as clients, we value relationships and emotional contacts. This means it’s crucial for brands to understand which behaviours are valued by the customer. This is the first and most important step, and it comes before devising and implementing procedures to create a unique experience that will fulfil customers’ expectations.
It’s established that one of the keys to strengthening relationships between consumers and brands is the emotional dimension. So – what is required to effectively activate this emotional link, in a way that anticipates the clients’ needs and exceeds their expectations in every interaction?
These are the 10 actions that will transform consumer relationships and make any customer service a real competitive advantage:
1. Understanding the importance of providing an excellent service;
2. Seeing the client as the main marketing vehicle of the company;
3. Being aware of the fact that client satisfaction is based on loyalty, identity, values and relationships;
4. Treating clients as unique – each one has specific needs and expectations which require personal attention;
5. Learning how to answer to each client’s needs and expectations;
6. Reducing negative feelings and increasing positive sensations relating to the brand or organisation;
7. Setting up a system to evaluate satisfaction;
8. Drawing client experience maps;
9. Listening to customers, analysing feedback and adjusting attitudes accordingly;
10. Measuring clients’ satisfaction and commitment, improving processes to prevent relapses of previous flaws.
This is how clients get the best service possible and, in return, brands win their precious loyalty.