Friday, December 20, 2019

Don't Stress Over Customer Success Over The Busy Holiday Season



Customer success is hugely important at any time of the year but it is vital to succeeding during the holiday season. I feel like an expert after the issues and problems I’ve had over the past couple of months, especially during the big sale days such as Cyber Monday and Black Friday. I frequent most of the same shops online and offline and I am always in the market for new businesses. If something new catches my eye (or my kid’s eyes) or I see a brand who brings something new to the table. (Typically on social media.) I love to seek out new, unique brands and products and depending on their “attitude”. I may or may not make a purchase and I may or may not come back year after year, month after month. If I fall completely in love with the brand or whatever it is they’re selling, I’m probably going to tell everyone I know about them whether online or offline. Being a business owner myself, I try to reverse the roles and fix what I need on the business end.


Attracting customers is essential if you want to stay in business! This is where your marketing comes into play.  A social media presence is a must these days and if you throw in a customer service team or a customer service representative to operate online, you’re golden!

There are so many companies out there with active social media accounts and then there are some who are nowhere to be found. Personally, I prefer a company that is active online, available to help with questions and maybe even troubleshoot any technical issues. A little sense of humor or your brand’s own personality also wouldn’t hurt! I’m sure you’ve seen Tweets from some of the extra hilarious brands. (Mainly Wendys) While there are a few others out there who emulate the Wendys Twitter account, some failing, some holding their own, there are others who are doing their own thing and doing quite well. Of course, this isn’t necessary to survive but, it does get people talking and sharing online… 

Wendy’s isn’t just a funny account. They are there every single day, replying, advertising, tackling customer complaints, and fixing any problems that may pop up. If you ever read their Tweets and replies, including those to customer complaints, you’ll find that they take a very friendly approach and this satisfies the customer, more often than not. It seems they’re sometimes, “too cool” for many to really want to flip out or argue. The customer just wants the situation resolved so they can get back to eating their fries and reading and Retweeting their Tweets. There are a lot of brands out there to take lessons from and they all share the same thing in common. They are often there, never too busy to respond to a customer and they resolve the problem swiftly and with grace. Thes interactions aren’t just being noticed by that one customer but by many others who are aware of the type of personality your brand has. New customers are interested in knowing how hard it will be to get in contact with you and how simple resolutions will be. 

Of course, not everyone is on Twitter or Facebook. You’ll still need a team to respond to emails, calls, even letters. The most important thing is to stay on top of your customers and make yourself as available as possible so that they and others can see how much you actually care. Make your customer service availability public information. One of the most annoying tasks for a busy customer, especially during the holiday season, is having to chase after a brand just to ask a question. If you don’t already have an email newsletter or a blog, now is a great time to start one! You can make these things easy to find directly on your website and at the bottom of every email. 

Unless you are a brand who makes the only one of it’s kind with absolutely nothing to compare it to and positively nothing at all in this galaxy comes anywhere close to whatever that thing is, you’re going to need to retain your customers. In other words, keep them. Win them over and make sure they won’t ever be tempted to leave. No, there is no need to hand out millions of dollars in free products to keep them. This is also where special sales or discounts come in but, for the most part, selling a quality product, standing out from the rest, listening to concerns, complaints, resolving issues, letting your customer know you’re grateful. Customer success plays a vital role in any business. No matter how big or small.

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