Customer Service Done Right
Decrease frustration. Increase satisfaction... And revenue!
Abhi
June 08, 2023
TOGETHER WITH
Hey there đź‘‹ - Abhi here!
Happy Thursday to the 29,110 marketers reading today :)
Tuesday was my last day at college. I can’t believe how quickly it all got over. Today, I start working at Sharma Brands and I couldn’t be more pumped! So if you’re in NYC hit me up on Twitter, I’d love to meet up. And as for the rest of the newsletter, college kid or not, I’m still bringing the heat.
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That One Angry Customer
When you’re working with customers, disagreements and infuriated CX (Customer eXperience) tickets are a given. But there are some customers that seem more angry (and often irrational) than the rest.
Case and point:
Reading through the replies, I saw a couple of interesting ideas:
Be polite and explain how the sneaker whitener works
Refund the order
Add a warning to future packaging
And it made me think, if I were in the same position, what would I do? What are the 3 simplest, most effective, actions I could take to please the customer, improve retention, and increase revenue? Here’s what I found…
3 Science-Backed Tactics For The Next Angry Customer
According to Zendesk, 92% of customers will spend more with companies that ensure they won’t need to repeat information. It adds up - people are lazy. And when we’re angry too, repetition is the most frustrating thing ever.
This week I’ve been on call with 4 customer service reps to cancel a flight, after picking the refundable option too! And each time I call, I have to repeat the situation. They have the same questions, it takes so much more time, and my anger has only risen.
The least we can do as a business is to share customer data, history, and context across channels. That way I don’t have to repeat a thing, and I might actually get that refund!
CX (Customer eXperience) chatbots are all the rage these days (pun intended). And a lot of them have this functionality that allows them to be more human-like. Which most would assume is amazing, but it actually depends on the situation and how upset the customer really is.
Research has found that when a customer in angry emotional state encounters a chatbot-led service interaction, making the chatbot more human-like has a negative effect on:
Customers’ satisfaction with the service encounter
Overall evaluation of the firm
Subsequent purchase intentions
But this is not the case for customers in nonangry emotional states.
So I would simply suggest putting filters in place - send the angry customers to your CX team and the nonangry ones to your CX chatbot. You still win, but without frustrating your customers.
So you don’t make your customers repeat a thing. You don’t just blindly use the chatbot. The customer is now calm and finally happy with the solution you provided. Now what?
Say thank you and leave? You could. But I’d suggest something more personalized. Like thanking your customer for their patience and putting in a product recommendation in your signature as the customer service rep.
“P.S. I don’t know how you use this product, but I could never use it without X. Check it out if you get the chance, I think you’ll like it.”
According to Gorgias, this may lead to an estimated revenue lift of 1%. And that doesn’t account for the lasting impression and potential return of the customer.
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A Review From A Fellow Marketing Psychologist...
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See you next Thursday,
Abhishek “Not In College” Shah