Customer service has always been an essential factor for businesses in every industry, but it’s now more vital than ever before.
The accessibility to a broader range of competitors online has meant that in order to succeed, your customer service really needs to stand out. With sites such as Trustpilot offering the ability for customers to leave feedback and reviews, delivering poor service in the modern world has consequences. But without a physical presence, what does customer service look like?
Here’s a peek at some of the industries which have shaped online customer service today.
Gambling and Gaming
With real money at stake, customers within the gambling and gaming industry can be understandably anxious and want to be able to contact the operator without delay. Whether it’s to query when a payment will be received, or for technical help with slots or online roulette, rapid customer service is vital.
Gambling operators recognise the need to be accessible, but in an industry that never sleeps, it’s hugely demanding. Different companies offer support in differing ways; some provide round-the-clock telephone support; others offer instant chat or personal email responses. Many offer a combination of them all, often in multiple languages.
The vital factor is for customers to feel reassured that when they need help, it’s easy to access and that the operator is sympathetic and responsive to their needs. A templated or pro forma response simply won’t suffice; gambling operators have shown that when it comes to customer service, the personal touch matters.
Travel
When booking a break or a getaway, customers want the experience to be enjoyable. Any company that doesn’t offer superior customer service will quickly fall by the wayside. Although a lot of the customer service required may be in advance of the date of travel, there may be a need for post-travel support and assistance too.
Travel companies have utilised the latest technology to make it easier for customers to choose the right resort. Virtual and Augmented Reality allows customers to experience the hotel and resort in much greater depth than ever before, helping them to make a fully informed choice. This type of service ensures there are fewer misunderstandings and that customers understand exactly what they’re booking.
Social media has also been hugely influential for the travel industry, allowing operators to reach broad audiences quickly. If a message needs to be disseminated to as many people as possible, including a social media post is essential. Travel companies don’t just use social media as a one-way communication tool; many describe how it’s enabled them to build up real engagement with their customers. Being able to respond quickly to any query allows operators to build a reputation for outstanding customer service.
Retail
There has been a considerable shift away from the high street and onto purchasing from retailers online. But this is the industry where there’s arguably some of the fiercest competition; it’s hard to stand out from the crowd.
The retailers who have done well have understood that they need to be proactive in offering good customer service. Thinking about what their customer wants to know in advance, and tailoring product descriptions to answer questions that haven’t yet been asked are both critical.
Many retailers have also broken the mould by waiving the need to see receipts and time-limits on returns. In practical terms, it makes very little difference to their revenue, but it builds up trust with the customer and earns them a reputation as a retailer who cares.
