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How Building A Community Can Supercharge Your Customer Service


Most businesses have begun to realise that a successful business is a result of quality products, a good portal and most importantly excellent customer service. All brands and companies genuinely want for their customers to be happy and satisfied with their products. There was a time when customers looked at the quality of a product to return for another purchase. However, surprising facts reveal that customers today prefer good service and the percentage of a customer returning due to good customer service is much higher than actual product quality.

Nearly 70% customers canceled orders due to bad customer service and nearly 60% switched to competitor websites. At this juncture, it is important to figure what according to you is important. It could either be customer retention or it could be new engagement. There is no one correct answer here but it is important to note that it is easier to retarget an old audience as compared to finding the new target audience.


What does this mean you ask? With great and free helpdesk software, you can retain a very large number of revisiting customers who are sure to boost your business. While we are in constant pursuit of improving customer service, the latest idea is to club community management with customer service. It sure does sound odd at first because why would you need somebody who advocates your brand on social media to club with those who interact and troubleshoot issues for your customers?

Let’s put it this way, community managers have access to a lot of unique and insightful data that revolves around a customer’s experience, requirement and expectations that they could effectively be helping with the company’s customer service skills and plan to make the experience wholesome for a customer. Currently, many brands have begun making use of their social branding communities to improve their customer service at a faster pace.
Community along with sales and social media, all drive customer service and are thus instrumental in making that module better. Nearly 65% companies get inputs from community managers in order to improve their existing customer service strategy.
How do we get started?
1.  Understand the audience: Before picking a community platform, deduce the kind of community that is apt for your majority audience. See where your target audience mostly is and interacts. This will help pick a community platform and it could be as simple as a Facebook group or even a third party platform.
2.  Get involved: When a trusted community is created, this will allow customers to freely interact on the group with other customers and you as a brand. This is gold mine of information for the company to understand where their strengths and weaknesses lie. First off, allow an open and liberal platform where customers can raise genuine concerns and queries and discuss it. Remember, today’s customers heavily depend of other customer reviews to pick trustworthy brands. However, when you notice a complaint or a query that you require to be a part of, you can pick this up and turn into a customer service segment. The trick here is to make customer service as accessible, quick and efficient as possible. While this happens, the same feedback can then be passed onto the team to hone their customer service skills.
3.     Measure it: All hard work and no way to prove it is a battle lost. Remember to set clear goals from such communities and interactions and deploy effective ways to measure this. To start off, you can track things like supporting a customer, providing feedback to your customer service team, solving problems, winning trust, gaining feedback and so on. It is important to remember that answering a customer is important. However, when you create a platform for all consumers to interact with each other and share feedback, what you are in turn doing is winning more trust.

The trick up every company’s sleeve these days is that of keeping their customers involved and engaged. Modern consumers are ones that would like a role in their purchasing experience and in helping you build it. Many brands actually seek help from their trusted customers in building more sections, feedback, testing and much more. Customer’s like being involved in building a brand they can begin to trust. This task gets a whole lot easier with communities where community managers are consistently communicating with customers in a holistic manner.
As per predictions, engaging websites are the future of communities and many brands are looking at making their websites a space where consumers can come, interact and make purchasing decisions without having to take it outside. A lot of websites allow for image sharing and discussion spaces where multiple customers can discuss specifications in order to make a more calculated decision.
In the melee of things, do not forget to optimize your community both on social channels or your website, compatible for mobile designs. Many companies till date forget that more than 70% of their audience views the website through their mobiles. If a company has bad mobile design this hampers a customer’s online experience drastically.

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