By Jacqueline Sagala
NAIROBI, Kenya, Nov 14 – When a customer’s call remains unanswered and their attempts to seek assistance via social media go unaddressed for an extended period, the likelihood of them defecting to a competing company for similar services significantly increases.
In today’s fiercely competitive market, providing top-notch customer experiences has transitioned from being a mere option to an absolute necessity if you wish to distinguish your business and truly stand out in the crowd.
Research consistently shows that over 60 percent of customers are inclined to switch to a different service provider after encountering just one unsatisfactory experience. This trend can be attributed to rising consumer expectations, as people have become increasingly intolerant of frustrating encounters and are easily inclined to move to other service providers due to the availability of more variety and choice
Moreover, a substantial majority of consumers tend to form stronger emotional bonds with a brand when its customer service adeptly resolves their issues. This emotional connection can significantly boost customer loyalty, which is paramount in sustaining and growing a business.
Customers exhibit higher loyalty to companies that prioritize streamlined and effective customer service experiences, thereby enhancing customer retention. Each interaction contributes to the customer’s impression of your brand and the overall experience they have while shopping with you.
Each touchpoint matters. The key is to identify and optimize them to meet the expectations of a digital world, thereby boosting conversions and improving your bottom line.
The recent Banking Industry Customer Satisfaction Survey 2022 by Kenya Bankers Association reveals a noteworthy trend. Over the last four years, there has been a consistent growth in the number of bank customers who prefer fully automated or self-service modes when accessing banking services.
This includes mobile, internet, and chatbots. Furthermore, the report shows that the percentage of customers whose complaints are addressed by banks within two days has increased to almost 70 percent, up from just 23 percent in 2020. This surge can be attributed to increased competition among banks and the emergence of FinTech companies, all striving to enhance customer retention and acquisition.
In the video entertainment industry, a similar pattern emerges. Customers increasingly favor services that empower them to serve themselves without the need to call customer care for assistance. For example, GoTV and DStv customers desire technologies that enable them to easily purchase or switch between packages, or resolve issues independently, without relying on the call center for help.
In the age of social media, customers demand quick answers through various platforms. Some businesses make the mistake of focusing solely on one channel, like Facebook, while paying little attention to other platforms such as Twitter, Instagram, SMS, and more.
Today, omnichannel communication is a necessity. Customers expect their interactions to be as smooth as possible, with seamlessly connected and convenient communication.
The takeaway is clear: exceptional customer experiences are paramount. They have the power to positively impact every aspect of your business and elevate your company to new levels. Great customer experience begins with a realization and commitment to being in the experience business, ensuring that your purpose, people, and actions align with this vision.
In an era where customer expectations are higher than ever, businesses that prioritize and excel in customer service will enjoy increased loyalty, retention, and ultimately, greater success.
The writer is the Head of Customer Experience & Care Operations at MultiChoice Kenya
