Posted on August 13, 2024 by Danny Snow
Customer expectations are higher than ever, and a recent study shows that 77% of customers expect to interact with someone immediately when they reach out to a company. That comes from Salesforce’s most recent State of the Connected Customer survey conducted in 2023.
Another survey conducted by Lead Connect shows that close to 80% of customers purchase from the company that responds to their inquiry first.
Once customers actually make a purchase, Khoros found that 83% of customers feel more loyal to brands that respond to and actively resolve their complaints.
Yet, even after knowing all of this, many companies still operate under the outdated 24-hour response windows we’ve grown accustomed to over our lives.
If we want to truly stand out in today’s highly competitive and commoditized world, we’ve got to focus on those areas where we can truly offer a clear differentiator between us and our competitors. At Snow & Associates, Inc., we believe that comes down to the experience that you deliver to your customers.
A surefire way to achieve this differentiator is to be responsive. That goes for any new inquiry you might receive as well as after a prospect has purchased from you.
We’ve all experienced the companies that promise us the world while they’re actively courting our business. They respond immediately and are always available to answer our questions. Yet, time and time again you find that as soon as the transaction is complete, they’re off to the next one and you’re left wondering what happened.
We all know that companies need to constantly attract new customers so it only makes sense that we aren’t the only ones they are working with at any given time.
But what processes are put in place for once a purchase happens?
Do you communicate to your customer that you’ll still be their rep for any needs that may arise in the future, or do you hand them off to another team member?
Do you provide an introduction or are they left to their own devices to figure it out?
In our business, we primarily receive our initial inquiries through the contact form on our website. These meeting planners and hosts want to learn more about our customer service offerings for their upcoming meetings.
After they fill out the form, they immediately receive an email from us with our program and pricing information. We also let them know that we’ll be calling them shortly to confirm availability for their requested date, or to offer alternate options in the event their requested date is already booked.
My goal is to get that call out as quickly as possible and many times they’re still looking at our website or the info we emailed to them when I get them on the phone. It’s hard to beat the feeling of hearing from a potential client, “Wow, that was a fast response.” Since they’re contacting us to improve their customer service, we want to make sure we walk the talk.
So, what can you do to improve responsiveness in your company?
1) Ensure your business has systems in place to respond promptly to customer inquiries
This can be through automated emails, chatbots, phone calls, texts, etc. The faster you do this, the higher the likelihood of turning them from a prospect into a customer.
2) Prioritize speed in your response
Once you have systems in place, set clear response time goals for your team. A quick response shows that you value your customer’s time. If this can be achieved in under an hour, you’re on the right track. Five minutes is even better!
3) Maintain the Same Level of Responsiveness After the Sale
By continuing to respond quickly after the sale, you set yourself apart from many of your competitors. Take it a step further and be proactive and implement a post-purchase follow-up process.
4) Regularly Assess and Update Your Communication Strategies
This can be done by regularly reviewing your processes to identify areas of opportunity and adapting to new technology. Contact your customers or send them surveys to learn how your communication strategies are perceived and where you can make improvements.
By focusing on responsiveness, you will not only meet but often exceed your customers’ expectations. The end result will be higher customer satisfaction levels, increased sales, customer loyalty, and a competitive edge in a competitive marketplace.
Danny Snow is a customer experience expert as well as a keynote speaker. You can connect with Danny on LinkedIn or email him at danny@snowassociates.com. You can also find additional articles from Danny at https://snowassociates.com/blog.