The positive experiences of the customers and a high level of satisfaction are undoubtedly the greatest and most valuable legacy for the companies and their own reputation.
However, brands must be protected against any problem or inconvenience caused by their services or products, and for this a really strong after-sales service is necessary that can provide the necessary attention and help to solve and prevent conflicts with consumers and consumers. customers.
To achieve this, we show some keys and procedures that companies can adopt or take into account to face this type of challenge.
Try to anticipate and solve potential problems . Before going to market, we must test all aspects and applications of the product. Defects can tarnish the reputation of the brand by creating waves of customer service calls that could directly influence one’s costs, benefits and business margins.
Provide customers with resources in case of failure of a defective service or product. Errors can be committed, and sometimes for disparate reasons, there is always a small percentage of chances of defective products reaching consumers. The important thing is to offer customers a fast service and above all, empathic with them.
Treat customers with respect and improve communication. Avoid keeping customers in long wait to solve incidents or problems. For this it is important to have commercial support lines with enough personnel. Many people find it especially irritating to wait for someone to help solve a problem with a product they have already bought. When the volume of calls is especially high, an alternative would be to offer these customers the option of receiving a “call back” or “callback” without too much delay to offer help and solution to queries and problems raised.
Train employees to take effective measures. If the person in charge of solving the problems has access to the product and its information quickly, as well as knowledge of its properties and functionalities, they can resolve any incident or inconvenience in the most appropriate way.
Set expectations . When a company plays with its marketing campaigns to have an essential product and a great attention, it must act accordingly. If then a problem arises but the answers are delayed in arriving, the message that is transmitted will be totally different and that is something that we should not allow and that can be vital and directly influence the company’s own reputation.
Pay attention to social media . Before, when a customer was dissatisfied, he commented among his circle of people closest to his problems and bad experiences with products and brands. Nowadays, through the comments, opinions, criticisms or recommendations through social media, the testimony of a bad experience can generate a negative and devastating effects for the company itself.
When the desired satisfaction is not obtained through normal channels, dissatisfied customers can resort to this type of social media to share this disappointment or bad experience, igniting with it a dangerous wick that if not controlled can lead to a real fire or reputation conflict However, when companies control and have resources dedicated to managing the flow of information related to their business, brand or products in these media, the situation can be reversed.
Monitoring for continuous improvement. Follow, learn and improve. There are three principles that we must never forget and that will always be present. To improve in this regard and improve the products or services offered to customers, it is important to have a process to detect, identify and solve or eliminate the most common errors.