Brands must prioritise customer support

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 28, 2021, 10:43 AM UTC

Customers expect businesses to address their complaints and offer swift responses to queries.

With close to 92% of consumers abandoning brands after more than one negative interaction, companies must focus on enhancing customer satisfaction. Use surveys to gather feedback from customers. Similarly, metrics like net promoter, customer effort and customer satisfaction scores help measure how seamless interactions with the brands have been.

First contact resolution (FCR) is a parameter that identifies the percentage of service requests that companies concluded during the first interaction with the customer. To achieve high FCR, devise strategies to avoid multiple conversations in resolving common issues. Instead of giving tips, explain in detail how the consumer can solve the issue at hand.

Offer support on multiple channels like phone, email and social media for quicker resolution. Customers value brands that provide self-service options like chatbots and FAQs to solve commonly faced issues.

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