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Feature   July 13, 2016   by Steve Pawlett

The Growing Complexity Of Customer Service


Customer service has always been an important factor for any business. It goes without saying that keeping customers happy is key in the quest to gain loyalty and keep customers coming back for more.
Everybody, at some point or another, has had a bad customer experience, and this tends to stay with them –
often becoming the catalyst to go elsewhere for the product or service. Businesses large and small can be affected by bad customer service.
Overall, the automotive aftermarket takes customer service seriously, as it understands the huge impact it has on business. Most jobbers have a charter that sets out their mission, which all staff are aware of and adhere to – whether it’s the manner in which the telephone is answered, to the courtesy given to visiting clients, or the way in which a request, query, or concern is dealt with – the charter outlines the store’s commitment to good service.
One of the most important aspects is to always listen to the customer. They are the best barometer of the service you are providing. Even if the feedback isn’t exactly what you might want to hear, it’s important to hear it. A company is often judged not by the mistakes it makes, but how it deals with them, which is where it can redeem itself. Customer service needs to be more than just box-ticking.
Recently, customer service has gone beyond just good manners and service. For many brands, the user experience is now enhanced with additional channels from which consumers can access further information, deals, and advice – which can often be delivered via popular social media channels. Social media is also widely used in the B2B world, with many businesses using it to their advantage.
Whether it’s providing up-to-date information on the latest services and offerings, updates on topical issues that can affect clients, or news items that could be of interest, creating, sharing, and delivering content is an increasingly important aspect of customer service today.
By establishing social channels and committing to keeping clients and followers informed via these channels, you can provide an additional flow of communication to your clients that becomes invaluable to your business and
a key part of the good service you aspire to.
I know for some shops, the prospect of setting up social channels and assigning staff the duty to keep content flowing can be a daunting prospect. However, channels such as Twitter and Facebook are ideal for sending out short updates as well as sharing the content of others and capitalizing on networking capabilities. Sure, it’s new territory for you, and this new technology is disruptive to the way you currently conduct your business, but you may just find your next big client there. nJN


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