This is what consumers expect from great customer support

Research suggests that 71% of consumers want personalised interactions from the brands they engage with. But, despite the clear demand for personalised services, many consumers still feel they’re treated like the “generic customer”. It’s an untapped source of business brands can capitalise on that’s surprisingly easy and rewarding.

McKinsey & Co. says that 78% of consumers are more likely to become repeat customers when brands offer personalised experiences. This remains true even in the hosting world, whether you’re a fully-fledged host or part of an affiliate program. There are a few easy things you can do to unlock increased satisfaction, loyalty, and repeat business from customers.

Foster Long-Term Partnerships

Building long-term partnerships with clients means viewing support as an integral extension of their team. This close proximity means that it’s about more than just solving immediate problems – it’s about understanding the client’s business goals and offering solutions that contribute to their long-term success. Doing this can simply involve a good old-fashioned chat – something we love doing here at Storm Internet.

We’ll find out who our customers are and what they hope to achieve. Such conversations are also useful for finding out whether they’re using the right products, or whether there are products or solutions that could better meet their needs (even if we have to create them from scratch). This approach doesn’t just make people sense, but also business sense.

According to Mailchimp’s How To Get Repeat Customers and Build Loyalty, selling to existing customers is easier, with a success rate of 60 to 70% compared to the 5 to 20% selling to new customers. Not only is it 5 times more cost-effective to create repeat customers than acquiring new customers, but you can also increase profits from 25% to 95% by focusing on customer retention.

Focusing on the relationship does more than provide solutions; it’s strategic assistance that evolves as the client’s needs evolve.

Provide Access to Your Expertise

At the same time, it’s also about teaching customers to use your product(s) in the context of their business so that they can get the most bang for every buck they spend with you. This can be an online resource knowledge base or an email campaign that follows the purchase of a product. If you want to go the extra mile, the use of a Learning Management System (LMS) can go a long way to educate your customers and help them keep track of their progress.

Clients should know that they have access to the right kind of expertise capable of providing advice and insights in addition to technical expertise. All this culminates in a resource clients can use to effectively leverage technology to benefit their business, and that can help them navigate complex challenges.

It is necessary, too, since the widening skills gap already represents a very real challenge for many businesses. According to McKinsey & Company, the majority of organisations across the globe are either already affected by the skills gap, or anticipate it within the next few years as technological advancement outpaces businesses’ ability to upskill, reskill, or acquire new talent. The consequence is a widening disparity that impacts company performance, employee confidence, and productivity​​.

Provide 24/7 Availability

The need for 24/7 customer service has become more pronounced in the digital age. Globalisation and millennial consumers have pressed businesses to offer round-the-clock availability – not only for the benefit of local markets but for international audiences too. With it comes a need for instant gratification, pressing businesses to adapt their operations to meet this demand.

According to Salesforce Research, 77% of customers expect to interact with someone immediately when contacting customer service. This can be compared to research from 2016 in which customer-service specialist Lithium Technologies found that half of respondents expect replies to online queries within one hour – up from 30% in 2014.

24/7 availability with a focus on rapid response means that issues are promptly addressed, which minimises frustration and reinforces trust in the brand. Immediate support, especially in urgent situations, can lead to increased loyalty and referrals.

According to HubSpot research, 93% of customers are likely to become repeat shoppers with companies that offer great customer service. Salesforce Research has that number at 75% but adds that 75% of customers will recommend a business based on great customer service.

In a Nutshell

Providing tailored 24/7 support is about being available around the clock – but so much more than that, too. It’s about building long-term relationships with existing customers, offering expert personalised support based on their needs, and adapting to the global and instantaneous nature of today’s business environment. By committing to these principles, businesses can assure their clients of their unwavering support that fosters trust, satisfaction, and loyalty that pave the way for ongoing success.