Support has evolved a great deal! From the days when it only entailed responding to customer issues through phone calls and leaving it that, to an era where building customer loyalty is a priority.
Support in the digital era entails a lot more and could include things like emails, live chat, service desks, and more.
We live in days when a customer could choose or abandon you because of the quality of the customer support services you offer. The big question is; how do you measure this quality?
Why Should You Gauge the Quality of Your Responses?
If you are not being there for your customers at their point of need and getting loyalty in return, then your support is poor.
Quality is all about customer satisfaction. Your emotion-driven customer wants to be happy. Studies have even concurred that meeting your customers at their pain points can boost up Return on Investment and sales twofold.
How you respond to customer queries should foster rapport with clients and make them accustomed to your brand knowing they can count on your reliable customer support services.
How to Measure Quality
Expert Evaluation
This technique involves inviting an expert who understands quality review responses to tell whether your shoppers are happy or not.
Through such reviews, you can find insight on how to modify your brand tone, spell-check better, improve grammar, and improve how you present the message to the customer.
It can also help us confirm that the customer service team is passing the right info to the consumers.
Customer Satisfaction
Customer Satisfaction is all about a shopper or consumer’s feelings concerning the experience with your support crew.
You can gauge customer satisfaction by involving them in a survey to collect feedback after the experience. It helps you stay on top of your support because you have a chance to hear from them.
To gain better insights on what a shopper needs, allow them to add a comment.
Staying on top of your customer satisfaction is crucial as it allows you to collect the latest insights on the way shoppers feel about your customer support services.
But because it is periodic, customer satisfaction does not give an overall outlook of shopper loyalty. So if you are going to use this approach, use it alongside other methods to get a general idea of how loyal your customers are.
Shopper Effort
Customer effort has to do with the measure of how much effort a customer has to make to receive a response.
Shoppers hate a support service that is hard to reach. So dissatisfaction will go up if customers realize they must put extra effort to get assistance.
Low customer effort drives more loyalty to your brand because a buyer or subscriber is sure they’ll get help on the click of a few buttons. In truth, it is a better way to gauge churn and shopper loyalty than customer satisfaction.
However, both of the two approaches are similar in that they involve a post-contact survey.
But satisfaction seeks to find out how a shopper feels after contact with your support team, while effort aims to help a business owner figure out the areas that cause friction in their customer support process.
A spotlight on customer effort can disclose things that can potentially impact brand loyalty negatively. Customer satisfaction only helps you gauge a customer’s feelings after contact.
Businesses can use Customer effort to streamline the process in the support procedure that could reduce the hassle for shoppers. Note the pain points of your buyers and take action to improve on these.
Final words
All the above methods, if used wisely, can help you gauge the quality of your customer support services.
They can help your customer service team respond better to customers. And better response could build the lead to repeat buying and a happy customer base.
Savvy business owners combine these strategies wisely and use the insights they collect to streamline their support and maintain quality in their customer assistance emails.
Brand loyalty in ecommerce is all about, seamless, frictionless, and fast support every time they have an issue to settle with you. You must go this extra mile because of the distance between you and your customers.
