Wait, you can build brand reputation through customer service?
In fact, you have to build brand reputation through customer service.
Did you know that 96% of customers say customer service is important in their choice of loyalty to a brand? (Source: 2017 Microsoft State of Global Customer Service report.) This statistic underscores a crucial fact: you can—and must—build brand reputation through customer service.
Consider two brands: Brand A has 5-star products but 3-star customer service. Brand B offers 3-star products with 5-star customer service. Which would you choose? Many would opt for Brand B. Here’s why customer service is critical to your global brand reputation, especially when expanding overseas.
Customer service has a direct impact on your brand reputation and how your customers perceive you. When expanding internationally, where your brand may be less known, every interaction a customer has with your brand becomes even more critical in building a good brand reputation.
To provide great customer service globally, one must first master the following:
Cultural Sensitivity
Investing in native speakers or professional translation services for all customer-facing materials, especially live support, is a must. Don’t forget to conduct regular language audits and create a brand-specific glossary in each language to ensure consistency and cultural relevance. If you can, before rolling out new translations, test them with local focus groups.
But language isn’t everything – communication styles matter too. Research the norms in each target market, considering factors like directness versus indirectness. Train your customer service team on these nuances and provide them with market-specific guidelines for common interactions.
Cultural norms evolve, or rather, change constantly. So, you have to regularly update your strategies based on customer feedback and keep your team’s cultural awareness sharp through ongoing training.
Omnichannel Support
In today’s interconnected world, customers expect support across multiple channels. An effective omnichannel strategy ensures a seamless experience, regardless of how customers choose to reach out. Here’s how to master each channel:
Social media
Social media isn’t just for memes and cat videos—it’s a powerhouse for customer support. First, figure out where your customers hang out online in each market. Is it WeChat in China? VKontakte in Russia? Once you’ve pinpointed these hotspots, dive in and make yourself at home. But having a profile isn’t enough; you need to be Johnny-on-the-spot with your responses.
Set a goal—say, replying within the hour during business hours—and stick to it. To keep your sanity (and your social media manager’s), invest in some nifty management tools that let you keep tabs on all your platforms simultaneously. Don’t forget to sprinkle in some local flavor! Whip up a content calendar that gives a nod to local holidays and events. It shows you’re not just another faceless corporation, but a brand that gets what makes each market tick.
The unsung hero of customer service. Tame the inbox beast with a smart management system that sorts and prioritizes messages. Set a 24-hour response goal to keep customers from twiddling their thumbs. While templates can be a lifesaver for common questions, remember to add a personal touch – nobody likes talking to a robot. And hey, a quick “We got your message!” auto-reply can work wonders for customer peace of mind.
Live chat
Welcome to the instant gratification era. Pick a chat software that speaks your customers’ languages and plays nicely with your CRM. A multilingual chatbot can be your 24/7 frontline trooper, handling the basics while your human agents catch some Z’s. When it’s time for a human touch, make sure the handover is smoother than a fresh jar of Skippy. Don’t forget to school your chat agents in the art of text-based charm – LOLs and emojis may or may not apply, depending on the cultural context.
Phone support
Old school, but still kicking. Set up local numbers so customers don’t feel like they’re calling the moon. An IVR system in local languages can be your virtual traffic cop, directing calls efficiently. Coach your phone agents on cultural do’s and don’ts – a thumbs up isn’t universally positive! Always record calls for quality checks, but keep it legal and above board.
In-store (if applicable)
If you’ve got a brick-and-mortar presence, make it count. Aim for a consistent brand vibe that resonates with local culture. Your in-store staff should be cross-cultural communication ninjas, armed with top-notch customer service skills. And of course, they must be friendly. People run faster than Usain Bolt when encountering customer service that gives them a hard time. Set up a system to capture those invaluable in-person customer insights. And please, make sure your store doesn’t feel like a confusing maze with signs in Klingon – keep it culturally appropriate and easy to navigate.
Proactive Service
Proactive service means anticipating and addressing customer needs before they become issues. This approach not only prevents problems but also demonstrates your commitment to customer satisfaction. Here’s how to implement proactive service:
Anticipate customer needs
Harness the power of data analytics to spot trends in customer behavior and recurring issues. Build predictive models to foresee potential hiccups like stock shortages or shipping delays, or at least, keep an eye on the news. Keep your FAQ section fresh and relevant by regularly updating it based on common queries. Set up a proactive notification system to keep customers in the loop about order status, maintenance reminders, and other timely information. This forward-thinking approach helps you stay one step ahead of customer concerns.
Offer personalized solutions
Get to know your customers like old friends. Implement a comprehensive CRM system to track customer preferences, purchase history, and interactions. Train your team to leverage this data effectively, enabling them to offer tailored recommendations that truly resonate. Develop a system for creating customized product bundles based on individual customer data. Take your marketing to the next level by crafting personalized campaigns using customer segmentation. This personal touch can significantly enhance the customer experience and boost satisfaction.
Follow up regularly and gather feedback
Set up an automated system for post-purchase follow-ups, including satisfaction surveys to gauge customer sentiment. Establish a regular schedule for check-ins with key accounts to maintain strong relationships. Launch a loyalty program that offers personalized rewards and communication to keep customers engaged. Utilize feedback management software to efficiently collect, analyze, and act on customer input. This systematic approach to feedback ensures you’re constantly improving based on real customer insights.
Training and Empowerment
A well-trained and empowered customer service team is the backbone of your global brand reputation strategy. Here’s how to ensure your team is equipped to provide exceptional service across cultures:
Cross-cultural training
Develop a thorough training program covering the key markets you serve. It shouldn’t all be boring meeting room training that makes your employees yawn. Blend online modules, interactive workshops, and real-world scenarios to make learning stick. Bring in cultural experts or locals to provide authentic insights. To reinforce learning, set up a buddy system pairing staff with colleagues from different cultural backgrounds.
Product knowledge
Create a comprehensive, easily accessible product knowledge base for your team. Schedule regular training sessions, especially when launching new products or updates. Keep your team sharp with quizzes or certifications to verify their product knowledge. Whenever possible, encourage staff to use the products themselves. One has to use the product to understand the ins and outs. This firsthand experience is invaluable when explaining features or troubleshooting issues for customers. Don’t forget to include information on how products might be used differently in various cultural contexts.
Problem-solving skills
Equip your team with effective problem-solving techniques, such as the IDEAL model (Identify, Define, Explore, Act, Look). This structured approach helps tackle complex issues systematically. Conduct regular role-playing exercises using real customer service scenarios to put these skills into practice. Implement a knowledge-sharing system where staff can learn from each other’s experiences, creating a culture of continuous improvement and collaborative problem-solving.
Dare I say, in today’s market, customer service is the cornerstone of brand reputation. A satisfied customer becomes your brand advocate, spreading positive experiences across borders and cultures, ultimately contributing to your global brand reputation. So yeh, start improving your customer game to build your brand reputation.