Let’s face it. Businesses are born from ideas but built on relationships. People will return to buy from a car dealer every few years not because of the car, but because of their experience and the relationship they build with the dealer. People prefer the insurance company that is not just interested in renewing a policy but providing compassion and support after an emergency. How a customer is treated and how they feel at the end of an interaction builds stickiness.
What can businesses do to help increase the stickiness of their customers?
Empower Customer Representatives
When an interaction occurs and the customer experiences exceptional service, they are likely to provide repeat business. Customer representatives have the opportunity to establish and build the relationship. If the customer provides positive feedback in the form of a post–call survey or other satisfaction follow up touch point, the business with the proper tools can implement a sticky agent. By setting this option, future calls to the business can be connected to the same representative, helping to grow the relationship and provide familiarity.
Customers expect accurate, efficient solutions to their problems. Providing a more personalized experience can build long term relationships and stickiness.
Invest in Automation
When response time is crucial, getting connected to the right person becomes critical. Perhaps it is an executive about to miss their flight, or a symptomatic patient who needs confirmation of a medical visit. Quickly routing to the appropriate person or skillset can impact future business or, if handled poorly, cause damage to the reputation of the business.
With modern contact centers, specialized routing rules can be implemented to recognize the identity of the customer and connect them to an assigned skillset that leads to the fastest problem resolution. This could be as simple as identifying a special phone number to call, or by implementing priority routing based on data collected via an API. Even text to speech (TTS) options in an IVR can direct a person to a specialized skill.
Underestimating the impact of these kinds of interactions can have a long-lasting result on businesses and creating an exceptional customer experience will require building a relationship. Focusing on efficient and rapid response for VIPs and priority customers can foster long lasting relationships and create the stickiness that businesses need to grow.
To learn more about how a modern contact center can create sticky customers, visit http://www.mobilebusinessfabric.com/contact.