The overall experience a customer has with your business depends on a variety of factors, including the quality of your products or services. However, there is more to it than just that; the quality of your customer service also plays a role in shaping how customers progress along the buyer's journey, ultimately determining whether or not they make a purchase. If you find that you are losing customers before they ever buy, and you are confident in the quality of your offerings, it could be that there is a problem with your customer service. Here's what you need to know to break this pattern before it kills your business.
About the Customer Journey
Before we get into the details of how customer service affects the overall customer experience, here's a quick refresher course on the buyer's journey. First, the customer realizes that they have a problem and need to figure out a way to solve it. Next, they begin to research possible solutions to that problem. Once they have a sense of what they are looking for, they can narrow down their research to find companies that can provide what they need. The next step in the process is to actually purchase a product or service. Finally, the customer must evaluate the success of that purchase in terms of how effective it was at solving their problem.
Bringing Quality Customer Service to Each Stage in the Customer Journey
Customers these days have more options than ever before when choosing companies to give their business, so it is crucial that you do everything in your power to capture their attention right from the start. While it can be tempting to brush off prospective customers who are just exploring their options in favor of those who are farther along the buyer's journey, this is a huge mistake.
The customer experience starts right at the beginning of the journey, and your customer service should as well. Even if a customer is nowhere close to being ready to buy, the more helpful your customer service team can be in providing information, the more likely it will be that the customer will return to your company when they are ready to make a purchase. If you merely gave them short, canned responses to their inquiries rather than tailored, in-depth answers, they won't have a strong memory of your organization, making them more likely to choose a competitor that was more informative.
Start Nurturing Prospective Customers Right from the Start
Here at The Redirections Group, our team of marketing and branding experts will be happy to help you get your business in front of the eyes of consumers so that your company will be at the top of their minds when they are in need of the type of products or services you provide. Get in touch with us today to learn more about our services and get started.