Why Using Mobile for Customer Support is the Smartest Thing You Can Do
If you go to a diner and the server is super nice, gets your food out fast & makes sure you never have an empty glass – you’ll factor that into deciding to go back to eat there. However, you probably won’t tell your friends or leave a review. Yet; if the same server takes forever to greet you, puts in your order wrong, and seems less than enthusiastic you will have something to say about it. Point being:
- Customers who have a bad experience are 2-3x more likely to write an angry review than customers who had a great experience are to post a happy review.
This is bad news if the server in the situation is your brand. According to a formula worked out by a leading business strategist:
- It takes roughly 40 positive customer experiences to undo the damage of a single negative review.
Bad customer service is a huge killer of brand loyalty. By focusing on reducing dissatisfaction, you build more customer loyalty than by taking action on increasing satisfaction. Ways to reduce dissatisfaction are both easier to identify and take action on. This is important considering that according to NewVoiceMedia U.S. companies lose as much as $75 billion each year due to poor customer service and support.
Below we’ll highlight ways you can keep this type of damage from happening to your brand credibility.
The Power of Responsive FAQ
By building robust customer support into your mobile experience, you can give the consumer a chance to solve the issue in-app. Having an easily accessible FAQ section handles this if you:
- Make it Searchable: Having an auto-fill search that anticipates the user’s intention as they type will help them know more specifically what they’re trying to solve.
- Establish Metrics and Feedback Loops: make your FAQ section a living, breathing entity, that changes along with its readers. If 380 people have opened the “How do I cancel my subscription?” article but 200 of them are still contacting customer support after than you need more in-depth info.
When you empower customers to solve issues themselves, you streamline support processes and develop proactive measures- ultimately saving time and money.
Give consumers the channel they want to use
Keep up with mobile users’ expectations by innovating in handling problems or issues. According to a report, 81% of companies with well-built capabilities for delivering excellent customer experience are outperforming their competitors. For mobile app developers, 800 numbers, website forms, emails, and other desktop-based methods are not effective enough to reach your mobile users.
Building a chat interface into your app eliminates communication barriers, significantly increasing the chance that consumers will actually contact support.
Furthermore, omni-channel customer support is tomorrow’s blueprint for customer satisfaction and success. It takes multi-channel support a step further, focusing on customer support from the customer perspective. Rather than fragmented interactions, omni-channel is all about cohesive customer experience. If you chat with support on mobile, tomorrow’s email case shouldn’t restart the conversation, it should continue it.
Ways to Make Mobile Support Work
- Decrease wait times for support tickets by searching for problems or issues with similar themes.
- Put in place an automatic follow-up system to help you focus on those users who still need help with their issues.
- Deeply integrate your customer service software within your app – Automatically collect information about your users and their devices when servicing problems or issues to avoid annoying, repetitive, and time-wasting questions.
- Utilize push and in-app notifications when replying to a user’s message.
The average annual value of each customer relationship lost to a competitor or abandoned is $289. Great customer service needs scalable and modern support software to efficiently manage incoming tickets.
If you’re investing in mobile, it only makes sense to devote time to a well-rounded customer support strategy including tools designed natively for mobile.
Laura graduated from Virginia Commonwealth University and holds a degree in Creative Advertising. She’s passionate about authentic narratives, finding what a brand believes in and figuring out how to best translate that to consumers. She feels fortunate to have worked in and have experience in just about every part of the advertising and marketing world. In her downtime she can be found going on outside adventures with her dogs, enjoying local breweries, or doing experiments in her kitchen.