(Originally published 2/26/2013)
Hyper-personalized customer service. Who comes up with these terms?The phrase has been thrown about in the last couple of years, but marketing pros agree that 2013 is the year it really went into action. Just as businesses are learning that individualized marketing messages are more likely to result in actual purchase/consumer involvement, so too those serious about customer service will have to adopt a more tailored approach to an increasingly discerning consumer.So now you’ll notice that when you complain about a product or service on Twitter, for example, the company will reach out to you with possible solutions. This approach can make the difference between keeping a customer, and losing him/her for life.But while their efforts and intentions may be noble, some companies need to take lessons in customer satisfaction. Spending your day on social media asking disgruntled customers to “Plz DM us your contacts so we may assist you” does little to appease customers if the root of the displeasure is not addressed.For instance, after learning the source of the problem, is the company policy then recited to the dissatisfied customer? What steps are taken to ensure that the problem does not recur, or that other customers do not encounter a similar experience? And are there company representatives readily available to follow through with solutions discussed during the initial contact?Social media presents a unique opportunity for businesses to access feedback about their products/services and cater to their clientele with near perfect accuracy. As customers allow more businesses into their personal space via social media, hyper-personalized customer service will become more relevant. Businesses who choose this route should take note however, that consumers have already begun to demand a shift from the mundane social media responses to real results that actually solve the problem.
Hyper-personalized customer service. Who comes up with these terms?The phrase has been thrown about in the last couple of years, but marketing pros agree that 2013 is the year it really went into action. Just as businesses are learning that individualized marketing messages are more likely to result in actual purchase/consumer involvement, so too those serious about customer service will have to adopt a more tailored approach to an increasingly discerning consumer.So now you’ll notice that when you complain about a product or service on Twitter, for example, the company will reach out to you with possible solutions. This approach can make the difference between keeping a customer, and losing him/her for life.But while their efforts and intentions may be noble, some companies need to take lessons in customer satisfaction. Spending your day on social media asking disgruntled customers to “Plz DM us your contacts so we may assist you” does little to appease customers if the root of the displeasure is not addressed.For instance, after learning the source of the problem, is the company policy then recited to the dissatisfied customer? What steps are taken to ensure that the problem does not recur, or that other customers do not encounter a similar experience? And are there company representatives readily available to follow through with solutions discussed during the initial contact?Social media presents a unique opportunity for businesses to access feedback about their products/services and cater to their clientele with near perfect accuracy. As customers allow more businesses into their personal space via social media, hyper-personalized customer service will become more relevant. Businesses who choose this route should take note however, that consumers have already begun to demand a shift from the mundane social media responses to real results that actually solve the problem.
In short, companies should start thinking of ways to hyper-personalize their responses to customer complaints.