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Customer Care Needs To Be Job #1 in the New Year
Customer Care Needs To Be Job #1 in the New Year

By Sue Smith and Jennifer LeClaire
January 10, 2014 9:32AM

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Salespeople as well as customer service reps and contact center staffers need to always remember that customer care and providing a positive customer experience are their top priorities. Aside from that basic understanding, they need to be given the tools and authority to get the job done right.
 



(Page 3 of 4)

Be Ready for Change

The final bit of advice from Oracle for providing great customer service is to always be ready to adapt to changing behaviors. Oracle advises that customer service teams, as well as their sales and marketing counterparts, need to harness the power of social monitoring, analytics, and customer feedback.

Careful monitoring -- keeping tabs on customer satisfaction and customer reactions -- helps identify support issues and knowledge gaps early. It can help guide training and also help your team deliver consistently high-quality service over mobile, social, and web self-service channels.

Monitoring customer feedback can also provide much-needed input for improving products in the future, as well as boosting sales and customer satisfaction each day.

Leverage the Community

Another three tips, especially relevant for customer service in the B2B world, come from CRM expert Salesforce.com: leverage a community of experts; share helpful resources; and go mobile.

"Encourage [your sales and customer service] agents to collaborate with external experts in your industry," advise the pros at Salesforce.com. "Use their feedback to determine which areas of your products and processes need improvement."

Also keep in mind, Salesforce says, that, "Customers are less likely to post egregiously negative comments when interacting with an individual rather than a brand."

Share the Knowledge

Salesforce also suggests helping your customers become sources of knowledge. That means sharing useful content, such as a blog post, webinar, or YouTube video to help solve their issues, and equipping them to share this information with others.

Share the knowledge and you'll build your own army of loyal customers, fans, and brand evangelists.

Mobilize Your Service

Mobilizing your service offerings is becoming increasingly important. While many businesses are beginning to provide in-app and text SMS support, Salesforce estimates that only 25 percent of businesses currently have mobile customer service strategies. Yet, another estimate suggests sixty percent of consumers have the customer support apps from companies they do business with and whose products and services they buy.

That means that many businesses can still benefit by developing new service options geared toward use on mobile phones. On the consumer side, for example, many stores are now offering smartphone coupons, special shopping apps, and store maps to help customers find want they want and take advantage of special promotions. (continued...)

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