The Importance of Proactive Customer Service

If you’ve ever used any sort of online customer support service, you’re bound to notice one of two things. Either a website or service will see to your queries via email or phone but will only offer access to customer services if you have problems OR the website, will offer pop-up live chatting systems where a customer service representative is at your beck and call, asking you if there’s a problem even before you have one.

Think carefully. These are two different customer service styles on display here. In the first case, if you do not have any issues, the site is purely an information and sales source, whereas the second is an example of proactive customer service.

Why Do “Proactive” Measures Need to Be Taken?

By definition, proactive customer service is where an organization will take the first step in helping their customers, without waiting for the customer to ask. Such organizations will go out of their way to make you- the customer- feel welcome and important. This is not just something limited to customer service either; don’t we all love a restaurant where the staff is attentive and caters to our needs as compared to a restaurant with staff that just don’t seem to care?

Proactive measures need to be taken because by doing so, you’re establishing a personal connection with your customers by making them feel valued. This doesn’t just have to be you personally asking them if they have issues; you need to develop a system that is able to detect and deduce possible problems that your clients may have. Additionally, proactive measures help build brand loyalty. Your customers will prefer you over other competitors because of the way you treat them.

To get to this stage, you need to take a few crucial steps in developing your proactive customer service. Here are some of the top measures you can take to create a service that not only makes your customers happy but also helps you improve as a brand.

Using Customer Satisfaction Scores for Immediate Improvement

If you notice that there’s a client on your website who’s checking something multiple times or maybe asking emailing or calling your customer service a lot, it’s best to immediately reach out to them.

Don’t use the standard email responses and acknowledgements. Get a member of your staff to reach out to them. Similarly, if someone’s leaving you a bad review, get back to them as soon as possible. A lot of people appreciate their complaints being acknowledged by members of staff. This can turn negative reviews to positive ones and it’s essential that you do it.

But how do you do that, exactly? The obvious answer is understanding what your customer want. However, there’s a difference between knowing what the customer wants and actually implementing it.

One way of doing so is through a series of tests. You don’t need to put your entire customer service on hold to get this. You can directly apply this to your customers and it will help your customer satisfaction scores automatically.

By making customers fill out things like surveys and questionnaires as they’re using the service, you’re more likely to get accurate information about what is and isn’t working for them. You will then be able to see what customers like and further improve your service.

Listen to Customer Feedback

Following up on the first point, you have to listen to customer feedback and implement it. In a similar fashion, when you do reply to customers, ask them specifically what they’re looking for or didn’t find on your website. However, nothing will help your business more than immediately listening to them.

Taking actions immediately will not only rectify any mistakes or issues on your side but also build a relationship of trust- even after initially failing to impress the customer. The important thing to realize is that customer feedback must be auctioned, to truly be effective. We can’t stress it enough: people like their voices being heard and appreciate firms that do listen to them. Simply asking for their input (through surveys and other means) and then sitting on the responses, you will not improve.

Test that your Solutions are Meeting Customer Expectations

Once you’ve understood the client's requirements, ensure that your teams are actively placed to deliver on these requirements. For example, if they are complaining about long wait times reaching your customer service agents, utilize some performance testing tools. These tools can help you to determine what the actual results are and how close you are to the goals you’ve set.

Capture voice quality issues like static on the line, packet jitters, choppy audio using MOS (Voice Mean Opinion Scores) and PESQ (Perceptual Evaluation of Speech Quality) scoring; eliminate dead-end options and verify your Speech Recognition system works with varying accents and languages also identify drop-outs in your IVR. Get you engineers on the case, fix the issue and keep your customers happy.

Once you’ve got an understanding of your customers expectations and your gap in reaching those expectations, you can utilize technology in many other ways to reduce or eliminate the gap.

Develop Pop-Ups or Tools to Help Your Customers

Pop-up messages appear all over the internet, but they can particularly helpful on your website if they are aimed at specifically helping your customer. While clients scroll through your website, why not provide them with pop-ups that guide them through the process.

This can work very well with e-commerce websites where you can guide your customers from the homepage all the way through to the final checkout counter. Using targeted pop-ups and guides, you can reduce the volume of calls to your support teams.

Use AI to Grow

Artificial Intelligence can be used to analyze client activity to understand your business better. By integrating AI into your platform, you will be able to keep an eye on all customer feedback as well as make improvements to benefit them. AI can accurately predict customer behavior and can accordingly, direct pop-ups and other web tools to assist them in case of any issues.

By automating processes, you can remove load from your technical testers and enginees by identifying issues before they occur, freeing them up for more complex tasks.

As you can see, these methods are great for developing a proactive customer service. However, you shouldn’t keep it to that. You can also use these tips to shift from a reactive customer service to a proactive one. Every business is different with different needs, requirements, and customers. However, a common factor they all share is a requirement for an exceptional customer experience. Companies need to focus on providing a proactive service so that customer demands are addressed up front quickly and comprehensively. Focusing on your customers and providing an exceptional level of support and service is often the differentiator. In many cases, service determines the winner regardless of the price and quality of the product. Keeping customers loyal is not just about providing an exceptional product, it’s about ensuring that it is paired with exceptional service which means being proactive.