Improving client engagement through customer service processes

I recently heard that at the McDonald’s University they are trying a new technique to improve customer loyalty by replacing “have a nice day” with “missing you already”. In order to increase the value, volume and frequency of client spend customer service trainers need to work with marketers on the scripts and processes that will drive sales.

Process Improvements

Providing good operational service will, according to research, increase customer loyalty. In turn this loyalty will convert to sales as the customer returns and recommends you to their friends. However this doesn’t mean that your business is getting the maximum value from the customer. Or vice-versa that the customer is getting maximum value from your business.

Three things to try

So here are my three suggestions of what you can do in order to drive the maximum value from customers:

1. Be suggestive rather than open: Replace “is there anything else we can do for you today” with “sir we’ve noticed that you could save £x by upgrading to our”
2. Your call: Make outbound calls to check if the customer is happy with their service, make them aware of other services and ask if they’re interested. Ensure that the proposition is in helping rather than selling.
3. Upsell: It’s all too easy to just do what the customer has asked for. Instead challenge what they’re asking for and offer better value. For instance. E.g. “I notice that your car is soon due it’s 60,000 mile service. We can combine the service with the MOT for just £300 which will save you making two trips to the garage”

Recently I had an issue with our broadband service, which our ISP (Plus.net) helpfully resolved. I’m happy, but I could be spending more and happy! A win-win situation for them. If they’d suggested transferring my landline to their service too, then I most likely would have upgraded. The conversation could have gone along the lines of “We’re glad the issue is resolved. I’ve noticed that you’re only a broadband customer. We offer a phoneline too which has saved other customers over £50 a year on BT. I can transfer you to our phone team now if you’re interested?”

Summary

Review customer touch points and identify where you can upsell the customer. Identify the communication gaps where outbound service calls can generate more interest and sales.