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Good customer service: 10 ways to deliver great customer service

In this comprehensive guide, we share with you important qualities and examples of good customer service — and great customer service

由 Courtney Gupta, Customer Service Enthusiast

屣佈 2020 一月 15
Last updated 2021 八月 7

若請您回想您體驗過的最佳客戶服務,您會想到什麼?

Maybe it was the barista who knew your name and just how you like your latte. Or that time you called customer support, and the agent sympathized with you, then went out of their way to fix the issue.

An excellent customer experience can change the way customers think about a company. It can also build loyalty.

Secrets to 5-star customer service

  • 77 percent of customers report being more loyal to a company that offers a good customer experience if they have an issue
  • 75 percent of customers are willing to spend more to buy from a company the offers good customer experiences
  • 80 percent of customers will go to a competitor after just one bad experience
  • Half of customers say that CX is more important to them now compared to a year ago

*Zendesk's 2021 Customer Experience Trends Report

什麼是良好的客戶服務?

Great customer service means meeting customer expectations—from interacting with customers over messaging channels because they expect convenience to investing in your knowledge base because they expect to find answers on their own.

"Many businesses talk about great CX using terms like 'wow,' 'amaze,' and 'delight' when it comes to the impact they need have on customers. But there's so much bad CX out there, that to stand out, all you need to do is meet customer expectations," said Ben Motteram, CX expert and founder, CXpert.

"There's so much bad CX — to stand out, all you need to do is meet customer expectations." Ben Motteram, CX expert and founder, CXpert

Customer expectations have been rising for years, so meeting their expectations isn’t an easy task. A good place to start is by understanding what customers expect, and in 2021, that's speed, convenience, and friendliness.

The 3 important qualities of customer service

What are 3 important qualities of customer service? We surveyed 3,000 people worldwide to pinpoint this answer, and found that the 3 important qualities of customer service center around speed, convenience, and empathy.

排名最高的答案可能不會令您意外:

幫我快速解決問題

如果速度是最佳客戶服務的首要特性,那麼很明顯,幫助客戶達成目標一定是排列第二的要素,對吧?

錯了。排名第二的是……

24/7 全年無休的客戶支援

……緊接在後的是……

態度友善的代理

良好客戶服務原則

Skills for good customer service

Here are the top customer service skills representatives need to provide good customer service.

  1. Empathy, our Trends Report revealed that 49 percent of customers want agents to be empathetic
  2. The ability to identify customer needs
  3. Listening and effective questioning
  4. Clearly and concisely presenting options and solutions
  5. Anticipating customer needs
  6. Listening to customer feedback and acting on what they tell you
  7. Resolving issues with speed and efficiency
  8. Relationship building, something as simple as addressing a customer by their name or following up on a previous issue can go a long way
  9. Being a cross-functional collaborator, resolving customers' issues often requires working with other agents or departments
  10. Customer appreciation, customers want to feel valued when they reach support

An expert reveals: What makes customer service great

Terms like good customer service and great customer service get thrown around, but what do they mean? What's the difference? Ben Motteram of CXpert weighs in.

Good customer service encompasses the seven qualities that I've mentioned in this post. Customers expect service these days to be things like friendly, empathetic, fair, and respectful of their time. For service to transcend good and become great, organizations need to exceed customer expectations. And even though these expectations are constantly rising, here's three ways you can do it that will apply to any industry.

  • Number one, create an emotional connection. This can be done by using the information you have about customers. Use their first name or ask them how they found a previous purchase. Personally, I received a pleasant surprise the other day when I went into my local bank branch to withdraw some money and was wished a happy birthday by the teller when she noticed on her screen that my birthday had been just a few days before. Companies need to look at what they know about customers and then think about how that information could be used to create an emotional connection. Just be aware though that it's a fine line between creating that connection and coming off as creepy if customers feel that you've overstepped the mark and invaded their privacy.
  • Number two, make it easier than the customer expects. This could be as simple as offering queue callback in your IVR so customers don't have to wait on hold, or by pre-filling out application forms with data that you already know about customers so they don't have to do it. Put yourself in your customer's shoes and look for ways that dealing with you could be easier.
  • Number three, anticipate customer needs. Use what you know about customers to anticipate their future needs with you. Amazon does this really well with the algorithm that tells you that customers that bought this also bought this. But you don't have to have a fancy algorithm to look at your data and pick out what your most commonly purchased together items are and then train your frontline staff to offer both items when one is purchased, or to be aware of specific customer scenarios and then offering products or services that other customers have needed when in those scenarios. Now these will, of course, differ between industries, but some might include moving house or buying a new car, a birth or death in the family, or a stay in hospital.

The 7 qualities of good customer service

Most customers have a set of seven basic needs when they interact with an organization, according to Motteram.

  1. Friendliness: The most basic customer need that's associated with things like courtesy and politeness.
  2. Empathy: Customers need to know the organization understands and appreciates their needs and circumstances.
  3. Fairness: Customers must feel like they're getting adequate attention and fair and reasonable answers.
  4. Control: Customers want to feel like they have an influence on the outcome.
  5. Alternatives: Customers want choice and flexibility from customer service; they want to know there is a range of options available to satisfy them.
  6. Information: Customers want to know about products and services in a pertinent and time-sensitive manner; too much information and selling can be off-putting for them.
  7. Time: Customers’ time is valuable, and organizations need to treat it as such. For example, putting customer context at agents' fingertips, so customers don't have to wait on hold while the agent looks up the details.

Excellent customer service and reply time

Customers want fast responses. Our 2020 CX Trends report shows how fast resolutions and replies continue to be most important to customers.

    We asked, “What matters most to you when you want to resolve a customer service issue with a company?”

  • 72.5% of respondents said “they resolve my issue quickly”
  • Next highest, 58.9% — “they respond quickly”

10 ways to deliver good customer service

企業本應以提供卓越客戶服務為目標,但除非您競爭對手的客戶服務品質低落,否則您都該加倍努力以求脫穎而出。此外,您還需面對不斷提升的客戶期望

對於許多公司而言,追求卓越的客戶服務永無止境。

以下方法可幫助您將良好的客戶服務品質提升至真正卓越的境界:

1. 在客戶選擇的管道服務客戶

假設有客戶透過推文抱怨貴公司,您可能希望與該客戶進行「離線對話」,以免協商過程公諸於世。

但事情並非這麼簡單。或許客戶已嘗試撥打您的免費電話,並且等待很長一段時間;或者,他們就是喜歡透過社群媒體來獲取客戶服務。客戶通常會根據他們期望的回應速度以及問題複雜度來選擇支援管道。

客戶希望使用平時與親朋好友互動的管道與您建立聯繫。因此,在客戶偏好的支援管道上幫助客戶解決問題,是創造卓越客戶服務體驗的最佳方法之一。

貴公司的代理必須能夠透過電話、電子郵件、訊息、即時交談和社群媒體等管道處理問題。

若貴公司可以運用技術能力完整追蹤處理過程並讓代理在不同溝通管道之間順暢切換,對於客戶支援品質將大有助益。

舉例來說,假設有位客戶展開即時交談,但此方法難以處理他的複雜問題。在這種情況下,您希望代理能輕鬆改用電話提供支援。

全通路客戶服務效果出色

高績效客戶服務團隊採用全通路策略的可能性是低績效團隊的兩倍。

提供全通路支援的公司享有下列成果:

  • 解決工單的速度快了三倍以上
  • 讓客戶等待代理回應的時間減少 75%
  • 處理的支援工單量多出許多 — 平均達請求數量的 5.7 倍

great customer service

2. 擁有同理心

You really have to be able to relate to a customer to deliver a great experience. That starts with empathy.

換言之,您必須把客戶放在一切業務活動的核心位置,這是無比重要的客戶服務技能。此外,您應盡力幫助客戶,將他們視為故事主角,而不是麻煩製造者。

"Many organizations raised the bar in terms of their empathy for customers during 2020—from bank loans getting frozen for customers undergoing financial hardship to insurance premiums being drastically reduced because people were in the middle of lockdown and not driving their cars enough, said Motteram. "In 2021, we will see customers expecting companies to continue to be more empathic and flexible than they’ve been in the past. Organizations need to invest in empathy training and empower agents with well-defined delegations that allow them to go outside of policies to deliver satisfactory solutions."

"In 2021, we will see customers expecting companies to continue to be more empathic and flexible than they’ve been in the past."Ben Motteram, Principal and CX Expert

3. 將客戶置於業務運行的核心位置

以客戶為中心的公司正在崛起,他們希望團隊成員能夠提供真正的卓越客戶體驗。

這種策略能創造利益:真正以客戶為中心的公司比其他公司利潤高出 60%

Zappos 致力於客戶服務,其首要核心價值是「提供令人驚喜的服務」。他們將此概念融入公司所有策略:

  • 所有新員工(包括高層主管)都要參加兩週的實習以實際接聽客戶來電
  • 與客戶通話沒有時間限制,只要客戶需要,Zappos 的代理可盡量配合對話溝通。Zappos 目前最長的客戶服務通話記錄為 10 小時 51 分鐘,這也是客戶服務團隊感到自豪的一大原因。

以客戶為中心這項業務策略是指把客戶放在一切業務的核心位置。雖然提供出色的客戶服務很重要,但「以客戶為中心」不僅止於此。

希望以客戶為中心的企業必須致力將客戶置於第一位。

招募員工時也應留意對方是否懂得「以客戶為中心」:員工應將客戶視為故事主角,而不是麻煩或問題的來源。

真正以客戶為中心的組織會蒐集每個管道的客戶反饋,並在整個公司共享反饋資訊以協助改善業務決策。

客戶體驗的重要性不亞於您所銷售的產品或服務(有時甚至更重要)。如果您的使用者體驗不佳,就算產品再好,客戶仍可能轉投競爭對手的懷抱。

4. 主動伸出援手

客戶體驗不如預期時,客戶可能會向您抱怨。此時,單一客戶問題就變成兩個問題:除了要解決原有問題外,還得設法讓客戶消氣並感到滿意。

若要讓客戶服務臻於卓越,通常得預知客戶未說出口的需求。

主動式客戶支援是指企業在客戶尋求客服協助之前,主動幫助客戶解決問題。換句話說,企業在問題跡象初現時便嘗試解決問題。

良好的客戶服務範例

來自巴黎的智慧食物初創公司 Feed. 為客戶提供營養均衡的食品。

隨著公司規模日益成長,他們發現要滿足客戶需求並不容易;他們主要透過電子郵件工單處理系統接收客戶請求。

自從採用了 Zendesk Chat 之後,Feed. 得以透過主動式交談改善客戶支援服務。他們藉由採用主動式交談觸發程式,每天發起超過 100 筆即時交談(原先每天 10-15 筆)。每次交談都是一次銷售機會 — 共創造超過 €180,000 歐元的營收。

Feed. 的客戶支援滿意度經理 Aurore Galland 表示:「我們選擇在客戶瀏覽商店或部落格的時候與他們進行互動,以便提供目標明確的支援並即時解決客戶問題。舉例來說,如果客戶正在瀏覽有關減重方法的部落格文章,我們可以向他推薦低熱量產品。」

主動提供客戶服務可帶來諸多好處:

  • 您可以提前發現問題,並立即採取行動以幫助客戶解決問題,而不必等到客戶提出抱怨。如此不但可幫客戶服務團隊節省時間,還能替客戶省去麻煩。
  • 如果您可以使用客戶資料來瞭解客戶的偏好,代理就可以即時推薦相關產品。這種 1 對 1 服務可以提升客戶忠誠度並增加追加銷售的機會。

5. 創造個人化體驗

根據 Zendesk 客戶體驗趨勢報告,67% 的客戶願意付出更多以享有優質體驗。

為了建立實質的客戶關係,您必須運用資料來創造個人化客戶體驗。事實上,現在的客戶大多希望獲得高度量身定制的體驗:他們希望公司能認識他們、知道他們過去買了什麼產品,最好還瞭解他們有哪些偏好。他們也希望公司能記住這些資訊,因為他們不想重複提供相同資訊。

另一個良好的客戶服務範例

線上服飾零售商 Stitch Fix 讓每位客戶從客戶歷程一開始就擁有完全個人化體驗:

  • 客戶首先會填寫風格問卷,回答「您對購物有何想法?」和「您想嘗試新的流行趨勢嗎?」之類的問題
  • 系統會根據客戶的答案顯示服裝圖像,讓客戶按照自身的風格喜好進行評分
  • Stitch Fix 內部的個人造型師團隊會查看使用者個人檔案,然後提供專業建議

這種方法十分有效。Stitch Fix 創辦人兼執行長 Katrina Lake 曾在一份給投資人的聲明中表示:「整體服飾和配件市場的銷售額有段期間下降 80%,而我們在同期卻締造了 $3.72 億美元的淨營收佳績。

事實上,現在的客戶期望獲得高度個人化的服務。根據埃森哲(Accenture)發佈的研究報告,儘管消費者通常不願分享個人資訊,仍有 83% 的消費者願意將他們的資料提供給公司,希望以此協助打造更加個人化的服務。

當然,保護客戶資料乃優先要務,請勿輕忽大意。如果您在未獲明確許可的情況下分享客戶資料,或者以客戶不樂見的方式使用他們的資料,則客戶對公司的信任將大打折扣。品牌想挽回客戶的信賴,可說是難上加難。

6. 快速提供客戶服務

客戶對您的期望很高,且希望您能迅速回應他們的要求。

尤其是千禧世代和 Z 世代,他們普遍喜好可立即獲得回應的管道:

  • Social media
  • App 內傳訊
  • 社群傳訊 app

老一輩客戶仍忠於採用電話、電子郵件和店內互動等傳統方法進行溝通,這點並不令人意外。然而,大家越來越沒耐心等候回應:51% 的受訪者希望電話在 5 分鐘內得到回應,而有 28% 的受訪者對即時交談的回應時間有同樣的期望。

什麼是卓越的客戶服務?

超出客戶期望才能滿足客戶的需求。換言之,您可能需要透過自動回覆訊息或電子郵件告訴客戶:「我們已經收到您的問題,目前正在調查中。」或者,您應該立即回電留下訊息的客戶。如果您讓客戶撥打兩次電話,您的服務品質就需要改進。

快速提供客戶服務的最佳實務

客戶都希望快速獲得服務,這點無庸置疑。問題是,您該如何滿足這份期望呢?以下方法可讓您加快回應時間並提高客戶滿意度:

花心思培訓代理。為您的代理打造客戶服務培訓計劃,幫助他們學習成功的必備技能。除了對您的產品瞭若指掌外,代理還要有權查看資源豐富的知識庫,並且有能力處理棘手的客戶問題。

改善效率不佳的工作流程。如何將工單盡速轉給正確團隊為關鍵所在。其中一種方法是建立「客戶服務分級」團隊,以管理客戶提交的每張工單;當複雜的客戶問題堆積如山,這個方法特別實用。

直接撥打電話。如果代理與客戶來回聯繫多次,或者回覆間隔過長,不如找時間直接致電客戶。有的時候,這是解決問題的最快方法。

7. 讓客戶輕鬆使用自助服務

客戶有時不想尋求他人幫助,在此情況下,讓客戶自行解決問題有時也是一種卓越客戶服務。69 % 的客戶希望盡可能自行解決問題,而 63 % 的客戶在遇到問題時,每次或幾乎每次都先從公司網站尋找解決方法。

現實情況有個值得注意的落差:許多公司並未利用這個機會滿足客戶需求。只有三分之一的公司提供知識庫或社群論壇,而提供社群傳訊、聊天機器人或 App 內傳訊服務的公司甚至不到三分之一。

您可以為客戶提供簡易自助服務,如此不但能減輕支援團隊的壓力,還可讓客戶感到滿意。

客戶自助服務的最佳實務

建立客服中心。您可以追蹤工單中最常見的問題和客戶投訴,然後根據這些問題撰寫客服中心文章。

但別就此打住,請持續累積知識庫的內容,幫助客戶輕鬆找出問題答案。

考慮導入聊天機器人。客戶希望自行解決問題,只要 Bot 和人工智慧 (AI) 能快速有效地處理麻煩,他們也樂於使用這些工具。

確保客戶可以尋求真人協助。 您可以在常見問題和客服中心文章的結尾顯示「這個答案是否解決您的問題?」

如果客戶回覆「否,我仍需要幫助」,此時應改由代理提供即時交談服務。因為客戶已試過自行解決問題,接著就該為他們提高支援服務的層級。

請勿增加不必要的阻礙。如果您要求客戶在取得協助前先輸入大量個人資訊,客戶很可能會退出整個流程。

理想情況下,客戶可以登入自己的帳戶,且不必向您提供其他資料就能取得任何需要的內容;對每個人來說,這樣的流程輕鬆許多。

8. Equip agents with tools to work more efficiently

A good customer experience and a good employee experience are like peanut butter and jelly: they're inextricably linked. So much so, companies with the most engaged employees enjoy 81 percent higher customer satisfaction, experience half the turnover of their peers, and have a decisive competitive advantage, according to a Forrester report.

Supporting your support team means equipping them with the tools and processes they need to do their jobs well. Our Trends Report found that higher-performing teams are making structural changes to workflows that better suit employees’ needs.

good customer service

Businesses can eliminate friction for agents in addition to customers by:

  • Arming agents with a unified workspace, so they have customer context at their fingertips and don't have to toggle between different tools to help your customers.
  • Improving agents' workflows by automatically routing customers to the agent with the right skills for the task and providing agents with prepared answers, so they don't have to type out your reimbursement policy.
  • Passing on repetitive requests to a bot so agents can focus on the more engaging parts of their job.

9. Empower agents to collaborate

Resolving customers' issues often requires agents to work with each other and other departments, and customers expect businesses to collaborate on their behalf. In fact, 31 percent more agents said they need tools that enable them to collaborate across teams internally this year compared to last, according to our research.

With tools like Slack and Zoom inside their workspace, agents can collaborate inside and outside the CX organization.

10. Use your analytics to improve

To keep up with customer needs, support teams need analytics software that gives them instant access to customer insights across channels in one place. This enables them to be agile because they can go beyond capturing data and focus on understanding and reacting to it, instead. Yet 40 percent of managers don’t have the right analytics tools to measure success for remote teams, according to our Trends Report.

With real-time and historical analytics built inside their CX solution, support leaders can take action on what’s happening at the moment and understand past trends. They can identify areas of development for their team and learn how customers interact with them so they can improve the overall experience.

卓越客戶服務必須以人為本

客戶會將您提供的客戶服務跟他們曾有過的最佳客戶服務體驗做比較。

此外,有 46% 的客戶表示,比起去年,他們今年對於與自己有業務往來的公司抱持更高的期望。

公司必須確保客戶每次都能享有出色的客戶服務。

8 家公司如何大規模提供卓越的客戶體驗