What do customers really want

Remember the Spice Girls? Yes, they knew what they wanted, what they really, really wanted. Apparently, that was to “zigazig ah”.

But if you’re looking to enjoy a successful career in customer service, sales or the call and contact centre sector, you may well spend time asking yourself what is it that customers really want?

Sometimes it can feel as though they expect the earth and more from you. Thankfully, the reality is much simpler . . . and we’ve compiled a handy list to help you discover what customers are actually looking for.

Top of their targets is nearly always a high level of service. Global statistics compiled by website smallbizgenius found, 95% of those surveyed, base their buying habits and brand loyalty on a company’s customer service practices.

This is why having tried and tested systems in place to answer queries and follow-up or deal with complaints is essential.

So, too, is consistency in the customer experience. According to a 2018 global survey by NICE in Contact, 79% of respondents reported they’d stop doing business with a brand even this was due to just one bad experience.

If consistency in service is the key to customer satisfaction and loyalty, offering multi-channel methods of communication is vital to achieve this. In the digital age customers demand a variety options on how they can communicate with businesses. This means not only using a traditional phone call, but email, online chats, social media and text messages too.

In fact, UK customers typically show a preference for website, email and chat interactions. The NICE in Contact survey also found 90% of customers want omni-channel services that can integrate every element of their experience. So, if a customer has interacted with an automated voice on the phone or a chatbot online and is then redirected to a human agent on the phone, they expect the interaction to continue seamlessly and without the need to repeat themselves.

Of course, in all of this, speed is of the essence. No one likes to be kept waiting, hanging on the line or feeling as though they’re not being valued as a customer.

In the age of instant communication – and zigazig ah gratification! – customers expect businesses to be super-quick responders.

Similarly, they also anticipate any issues they have will be resolved swiftly and in just one sitting.

Keeping the customer satisfied is equally important when pitching products and dealing in outbound sales campaigns.

Here, it’s not enough to guess what the customer desires: doing some homework will tell you exactly what they want or need.

Ever had a letter from a company, offering you a product or service you already have from them? Yes, that’s frustrating! Regardless of how communications are conducted, customers expect businesses should be knowledgeable about their account, purchase history or prior dealings.

Having this knowledge means you can also make personalised recommendations. Customers appreciate the fact your company knows them so well and sharing this with them these leads to brand loyalty.

Finally, what do customers love above everything else? Knowing they’re being listened to and their words acted upon! This is true whether they’re looking for information, raising queries about products or services, complaining or even praising (yes, it does happen and more often than you might think!).

Customers really, really want their opinions and feedback to help their own situation but also to shape the brands and businesses they love.

It turns out customers aren’t really that hard to please! If you’re a sales, customer service or call and contact centre wannabe looking for an exciting new career, get your zigazig ah rating through the roof with vacancies from jobs24.com.

Posted on September 11, 2019