Top 5 Customer Service Articles For the Week of February 15, 2021

Each week I read a number of customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.

The do’s and don’ts for creating a customer service knowledge base by TechGenyz

(TechGenyz) In this post, we will be exploring the benefits of a customer service knowledge base and what you should and should not when building a customer knowledge base for your business.

My Comment: Here’s a great article on creating a knowledgebase for your customers. Often, the first place a customer goes when they have a question is your website. When they get there, is it easy to find the answers they are looking for. While there is nothing all that fancy with a knowledgebase, it’s still a powerful and useful self-service tool that, when done well, your customers appreciate.

My 12 golden guidelines for your Customer Experience Strategy by Steven Van Belleghem

(Steven Van Belleghem) Here are my 12 golden guidelines that will help your company build a powerful vision about customer experience.

My Comment: Steven Van Belleghem is one of the most respected thought leaders in the CX space. When he talks or writes, be prepared to listen and read. Here is an excellent article with a dozen tips. At the end is the video covering the same content. If you like what you read (and I know you will), show the video at your next team meeting.

How to Create a Customer Service Plan that Drives ROI by Krishna Charan

(FreshDesk) No matter how pathbreaking the product or service is, your company’s customer perception is only as good as the support you offer. So what’s the best way to increase the likelihood of your customers staying with your company? It’s all about your customer service plan.

My Comment: Customer service shouldn’t cost. It should pay. I’ve always believed that a Customer Support Department should be renamed as the Revenue Generation Department. If the agents handle the customer well, they will come back, spend more, etc. That is why I included this article. It takes a fairly deep dive into creating a customer service plan that generates ROI. And, isn’t that the point?!

Rethinking customer service: No longer the weakest link in the customer’s journey by Brian Solis

(ZDNet) New research shows that high performing organizations are investing in service innovation to digitally transform customer service into a customer engagement engine for driving business growth and loyalty.

My Comment: Following up on our third submission for this week’s Top Five articles, here’s another point of view regarding the ROI of customer service. More and more organizations are investing in service innovation that drives revenue and growth. Brian Solis sums it up in a quote (that’s tweetable): Customer service isn’t a cost center, it’s an investment in customer relations and loyalty.

Want More Loyal Customers? Offer a Community, Not Rewards. by Ana Andjelic

(Harvard Business Review) Loyalty programs — that effectively bribe people into buying more of your products — are lazy. In the modern aspiration economy, people develop true brand affinity only when it gives them a sense of community. Membership strategies are an effective way to achieve that goal. To do this effectively, remember to focus on the micro, niche groups of passionate consumers. Create myths around the clubs you’re creating, helping people buy into your brand story. Encourage customers to meet up with one another, virtually or in person. And maintain the connection, offering routine touchpoints that keep members connected to your brand.

My Comment: Your customers want the best deal, and that deal is not always tied to a low price. Some of our customers have taken a bigger interest in how they feel connected to the brands they buy from. That’s trumping price. It’s about being a part of a community. Now, there’s nothing new about this. Creating communities have been happening for years. And now there is a surge in popularity. So, what are you doing to make your customers feel connected to you and your other customers?

BONUS

7 technological advancements in the retail industry to make you say wow by Benedict Clark

(Retail Customer Experience) Benedict Clark, a content editor at Acquire, shares insight on the seven technology advancements driving retail’s phygital future.

My Comment: I wanted to include this amazing list of very cool technological advancements in the retail world. As you read through these, think back to just two years ago. For much of this, my take is that these technological advances were already here. The pandemic accelerated the adoption of these. None of these were invented recently. They just started to become more common recently.

Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information on The Customer Focus™ customer service training programs go to www.TheCustomerFocus.com. Follow on Twitter: @Hyken