Improving Global Customer Service: The Long-term Mission

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At AQ, we’re all about improving global customer service. Our mission statement says it all: “To let people experience great service.” But what do we mean when we say that? Today, I want to break the ice, crack the fourth wall, and tell you a little about that.

When AQ was founded in 2001 by Jan-Willem Smulders and Thomas Kascha, the theme was simple: advance quality service. The goal was to help businesses improve their customers’ experiences by improving the level of service they were experiencing. Over time, AQ focused on mystery shopping. Why? Improving global customer service requires both qualitative and quantitative data. More importantly, however, is that to truly understand what goes on in a business, the human element has to be measured. That’s not something that’s done with other market research tools like surveys or external focus groups for example. By specializing in mystery shopping AQ can pinpoint the cause of a drop in sales with quality accuracy.

Taking this specialization, we partner with our clients to help them develop a better understanding of their own employees and their own systems. Sometimes all it takes to boost sales and engagement is a little bit of insight from a reliable source. AQ strives to be that reliable source. We put an emphasis on quality assurance precisely for that purpose, insights are all well and good but if the foundational data isn’t of the highest quality no one benefits.

Ultimately, our quest is to make sure that every industry around the world has the highest level of customer service possible. The trouble is, of course, that customer expectations keep evolving. Our work will never be done, but it is our hope to keep adapting to these changing concepts and demands and guide our clients along the way. We believe in continuous improvement, doing the right thing by everyone, and, above all, that everyone deserves to experience great service.

 

 

 

 

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Improving Customer Relationships: why it matters & how to do it.

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We often take relationships for granted. Building and maintaining them takes work. Even in our day-to-day lives, we need to work on our friendships. Some relationships require less than others, of course, but none should be taken for granted. In the same way, improving customer relationships should be an ongoing process.

Why should we bother improving customer relationships?

Having a good relationship between company and customer boosts customer loyalty, engagement, and advocacy. All of these things help build better customer service and, because of it, improve a company’s productivity and performance. As we like to say at AQ: the frontline impacts the bottom line!

For many businesses, improving customer relationships can seem like a lot of work: why not simply make the sale and move on? To counter: why let go of existing, satisfied customers when they could buy from you again? Contrary to believe, improving customer relationships isn’t as much work as it sounds, and besides, it’s something every company should be doing anyways:

1. Communicate

Connect with your customers on a human level. People like to connect with other people. Think of the last time you walked into your favourite coffee shop and you were greeted by name. It may betray your caffeine addiction but it also proves that the staff recognize that you’re a person. Communication skills are one of the top requirements for great customer service performance.

2. Empathize

Part of being able to communicate with another human being is being able to understand what they’re all about. Empathizing with customers allows us to get a good feel for their needs and requirements and how we might best provide a solution. Empathy is all about letting a customer know that this about them, not about us, and is a vital element of improving customer relationships.

3. Listen

When a customer provides negative feedback, it’s important to listen to it. Listening to criticism and feedback is a good way to understand what your customers think about your product or service. Choosing to ignore this information can be detrimental to future growth; after all, if there’s something wrong and your customers have told you about it, then they won’t come back until it’s fixed. Feedback, negative or otherwise, is the best way to get your customers’ perspective on your company.

4. Commit

As with every relationship, a customer relationship requires commitment. No, don’t run away – we’re not saying you have to marry them, just that once you’ve decided to go down the road of improving customer relationships, you’re going to have to stick with it. That means keeping in touch with your customers, listening to their needs, empathizing with them, and communicating relevant company information to them, on a regular basis. Relationships take work, and you have to be committed to making them work.

5. Build Trust

Every healthy relationship hinges on integrity. Being honest with your customers is the best way to make sure that there are no miscommunications. You can’t sell your customer what you don’t have, and if you don’t know the answer to their questions it’s better to admit ignorance – and promise to find out – than to something up and give them the wrong information. What’s that old adage? ‘The truth will out’? You can always count on people finding out the truth, and if it’s not what you’ve told them, you can certainly say goodbye to that customer, and all their personal connections, forever.

How will improving customer relationships boost my business again?

By putting some effort into training employees – and management! – into building customer relationships, your company is automatically improving its customer service. Better customer service means satisfied customers, engaged employees, and both those things lead to the closing of more and better sales.

The frontline really does impact the bottom line!

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4 Ways Mystery Shopping can help Increase Company Productivity

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Every business owner wants to increase company productivity. That’s the nature of business, generally speaking: essentially, it’s about sales. Those sales, however, are inextricably tied to the people who make them possible, a company’s employees and its valued customers. Without customers, a business would not exist, and without engaged employees, customers would walk away for lack of a great service experience. As they should.

Mystery shopping is a market research tool through which we can gain valuable insight into a business’ performance. If you’d like to know how mystery shopping actually works, check out this article. The question we’d like to address today is why companies should even bother with it; how does mystery shopping benefit your business? Can it really increase company productivity? How?

Firstly, yes, mystery shopping can increase company productivity, here are just four ways how:

1. Mystery shopping examines frontline employee performance

When a mystery shopper is sent in, one of the things they usually gain insight into is how well the staff on the floor of a business treat them. In other words, how well your company delivers its customer service. This is a great way to tell whether your team members are providing the right types of experiences to your customers. Armed with this knowledge, problem areas can swiftly be addressed to increase company productivity!

2. Is your brand resonating with your customers?

Another thing important to increase company productivity is determining how well your brand messages are resonating with your customers. Are they even aware of what you’re offering? Lack of or failing brand resonance is one of the leading causes of a drop in sales. Properly conducted mystery shopping research can reveal whether or not your brand has lost touch with its message and its customers.

3. Do all your outlets follow the correct product and marketing placement policies?

If you have multiple outlets, it’s important to make sure that all of your shopfronts are following your placement policies. Following on from brand resonance, this is an important way to make sure that your customers are not only comfortable in your store – i.e. they know where to find things, or check for updates! – but also actually see your onsite marketing material. No doubt you put a lot of effort into making sure your customers see what you’d like them to, it would be a shame if those efforts to increase company productivity and sales go down because one of your outlets didn’t get the memo.

Also read this article: Retail Customer Service: Reality of Retail Industry

4. Are your training & incentives programs helping to increase company productivity?

Training and incentivizing our employees is one of the best ways to ensure that they are meeting our company standards. This is by no means a bad thing, but it’s always a good idea to measure the impact of such programs and see whether they are meeting your expectations. At AQ, we’ve successfully used to take the pulse of such programs, particularly in the automotive industry.

And there you have it, a quick selection of 4 ways mystery shopping can help increase company productivity.

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4 Emotions Driving Customer Loyalty

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Companies are learning that good customer loyalty is a vital part of their business. It’s no longer enough to rely on new prospects; companies are recognising the importance of repeat business and customer advocacy.

What is Customer Loyalty?

Customer loyalty is an attitude and behaviour where customers favour one business brand over others. Usually, a company earns customer loyalty through satisfying the customer’s needs and requirements, whether it’s a service or product (or both!). It can also be born out of a sense of familiarity with a brand’s image, and, more and more, a company’s corporate social responsibility.

Also read this article for more information: How To Improve Customer Experience

Why is it so important?

The Gartner Group discovered that 20% of existing customers generate 80% of a company’s profits. This is backed up by marketing data, which reveals that selling to brand new customers if only 5-20% likely, versus a whopping 60-70% for current customers.

That is customer loyalty at work.

A customer who has previously been satisfied by the quality of a product or impressed with the level of customer service, is more comfortable with the brand in question and as a result is far more likely to purchase again. And recommend that brand to others, enter customer advocacy.

What drives Customer Loyalty?

People tend to be driven by emotions. Customer loyalty comes from the emotional response to a successful business transaction. Are they happy with a product? Happy enough to come back and buy again? That ‘happiness’ is the driving factor, and must be maintained over time to stop the relationship from deteriorating.

There are many emotions and states of mind that play a part in this. On the whole, however, the following four take the lead:

Gratitude 1. Appreciation & Gratitude

These two emotions go hand-in-hand. A grateful customer is a loyal customer. They feel appreciated by the business because they’ve been looked after. In turn, they appreciate the business for performing up to their expectations, a great way to win customer loyalty!

Winner2. Comfortable

While not strictly speaking an ‘emotion’, this has to do with how comfortable customers are with a brand’s image. It’s about familiarity. People are more likely to use a brand they recognise and know to be ‘safe’ than step out of their comfort zone to try something different. This isn’t just about big business; today, with the Millennial consumer focussing on corporate social responsibility, smaller businesses with strong ties to the community, for example, have the power to outperform the large businesses in this area.

Surprise
3. Surprise!

Surprising a customer – in the right way – can ensure that a business stands out in a crowd. Being different is important to outdo the competition. More than that, however, surprise is one of the strongest emotions to tap into when it comes to maintaining customer loyalty as it will keep brand messages from going stale.

community4. Inclusion

People like to feel as though they belong and are part of a community. Being able to generate the feeling that customers are included in decisions, ideas, festivities, is a great way to increase customer loyalty, and a good way to stand out from the crowd. People are less likely to swap businesses if they feel like they are part of a family.

Of course, these aren’t the only emotions driving customer loyalty. People are too complex for us to assume that everyone reacts the same way or wants the same thing. Some of us just want to walk into a store and buy a pair of shoes, or a sundae, without being bothered that it’s not our ‘usual store’. But, let’s be honest, we do get a nice buzz when we walk into our favourite cafe and the barista goes “Hi, Sam, the usual?…One pumpkin-spiced double-frothed skinny latte, extra hot, extra large, with cinnamon dusting, to go, coming right up!”.

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Using Good Conversation to Empower your Business

A good conversation is the best way to create a loyal customer, an engaged employee, and overall, a great company. Having a good conversation leaves people feeling satisfied and confident. It boosts self-esteem and has been likened to the same high experienced when eating a favorite food or even having sex.

What makes a good conversation?

A good conversation isn’t just about the words that are said. It’s about how things are said. It’s about body language and facial expressions. Good conversations communicate so much more than just words. More than that, a good conversation can leave us delighted!

Next time you see two people talking, take a moment to look at them properly. How are they interacting? How does one react to the other? What nuances can you pick up on without even hearing what they’re saying? A good communicator knows that a good conversation is an artful balancing act between active listening and constructive speaking.

Also read this article: Retail Customer Service: Reality of Retail Industry

A good conversation is made up of a few straightforward elements:

  • Empathic and Active listening (constructive responsiveness): don’t just nod your head, but understand and participate in the conversation, this is about making others feel interesting and important.
  • Honesty: being truly invested in a conversation is reflected by whether you are showing genuine interest.

The art of carrying a good conversation is a valuable tool when it comes to a company as well. It isn’t just about creating a strong rapport between a salesperson and a customer in order to close a sale either. It’s also about encouraging communication between team members and the company and their employees.

Good communication, internally and externally, leads to a great experience for everyone.

Having a Good Conversation inside a Company

Customer Engagement starts with a conversationFor an employee, being able to have a good conversation with a manager is vital to their job satisfaction and, as a result, their performance. A good conversation allows an employee to express their concerns, needs/desires and suggestions in such a way that managers can understand them and meet them. Similarly, the manager can give voice to their own requirements and opinions, representing the company in this relationship. This two way street provides both parties with the opportunity to actively listen to each other as well as offering useful solutions for any problems. The aim of any good conversation is to leave all parties feeling validated and satisfied that they’ve both been heard and had their requirements met.

The result is a strong relationship between the employees and the company. The open line of communication lets the company empower their entire staff, turning them into engaged employees. Engaged employees are motivated to drive sales because they believe in the cause, thus increasing the bottom line and customer satisfaction. All because the company knows how to have a good conversation.

Encouraging this ongoing communication has internal effects. Employees who communicate with the company are more likely to connect with coworkers as well. This improves internal efficiency! Being a good communicator allows team members to get ahead of any issues and this strengthens the company as a whole.

Building Customer Loyalty through Good Conversation

As human beings, we like to know our needs are heard and met. As customers, this is amplified through expectation. When we got to business, we expect to receive the quality and service that was promised. We want our choices to be validated.Good conversations on the stairs

Customers are companies’ most valuable assets. We all accept that without customers, companies can’t do business and cease to exist. That’s just a simple fact, and until someone discovers how to create a business completely non-reliant on customers and breaks economics as we know it, that’s the way it’s going to be.

As a result, learning how to have a good conversation with a prospective customer is a solid way of creating a lasting relationship with that customer. Even if a sale isn’t made in the first meeting, the foundation for an ongoing relationship has been made upon which to generate future sales.

“Make a customer, not a sale,” Katherine Barchetti said. And she was right. A loyal customer is a returning customer. They’ll advocate your brand and will keep buying your product, simply because they trust you.

So, good conversations…what do we think?

Great customer service experience comes from the ability to connect through good conversation. If we need to improve the way our companies
communicate with our employees and our customers, then it’s time to put some effort into mastering the art of having a great conversation.

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