Customer support and customer service: the two go hand in hand!

I wanted to talk to you about support and service so that everyone understands the challenges that play out on a daily basis for the company and for the customer when these are not sufficiently integrated or taken into account in a marketing strategy. And above all, do not confuse the two, because support and home service each have their own function and are complementary within an organization. We have all experienced (positive or negative) one or the other in our lifetime as consumers, especially with the advent of online commerce.

How is customer service, or customer service, different from customer support?

Customer service refers to a general concept of customer management, in order to respond to requests for information before, during, and after a purchase. Support is more commonly referred to as “assistance”, it groups together all response actions to help for the use of a product or service. Its role is therefore to intervene after the purchase. All customer service activities vary depending on the area of ​​activity or how a product is marketed. Thus, customer service may be called upon to respond to requests from prospects, in order to reassure them when making their decision.

Just like the new uses in terms of purchasing, the points of contact have diversified to allow a good management of customer service, thus operating a natural selection in the choice of channels for the processing of incoming requests. Moving from a call center logic to a contact center, customer service today plays a strategic role in the overall management of customer relations. Brand loyalty and satisfaction can depend on a single “failed” trade.

The importance of responsiveness

In the era of “mobile-first” and social networks that have revolutionized consumer behavior, mobile is undoubtedly the preferred channel for interactions with customers. Either way, she doesn't give you a choice. Is his train late? Never mind, she asks the CM of the SNCF on Twitter where her train is! And beware of the CM if he does not respond immediately… (no pun intended!). Does she hesitate between two models of a product on an eCommerce site? No worries, the ChatBot automatically answers its questions about each person's characteristics. The exercise is not lacking in examples as customer relationship management has become omnichannel: SMS, email, mobile application, chat, point of sale ... The challenge is to succeed in responding to a set of unified channels without being overwhelmed. , thus preserving and ensuring optimal customer experience and satisfaction. Because the consumer multiplies the points of contact to find help and assistance, he is just as quick to denounce in case of a lack of consideration of his requests.

Is it useful to specify that in the context of online commerce, customer service holds THE central role of customer relationship strategy? But not without difficulty… Because he must succeed in centralizing and processing all types of requests while being available all the time and everywhere. The exercise is all the more difficult as it involves the reputation of a company or a brand.

The human for an authentic relationship

If the consumer claims a fluid and omnichannel purchasing journey, he also expects a certain “listening” in his exchanges. By granting his loyalty to a brand, he willingly entrusts his personal data because he understands that this is the price to pay for a personalized relationship. But to provide a personal and personalized response to each request, it is still necessary to have appropriate tools and resources. However, the tools, while they make customer relationship management more efficient and effective through automation, the human aspect brings value to exchanges. Responding quickly is good, being authentic is even better for building a positive relationship in the eyes of the consumer.

The positive experience with customer service therefore becomes a minimum. “Fast and caring” are now service standards and are no longer necessarily sufficient to retain the customer. It is no longer a tacit “give and take” agreement between the brand and the consumer… The consumer considers that the positive experience is a prerequisite in his purchase. Loyalty is therefore not necessarily linked to satisfaction. It is easy today to change supplier, customer service itself facilitates the change by simplifying the departure process and portability of offers. Brands must work all the harder to retain their customers: availability, accessibility, assistance, etc.

From assistance to autonomy

Customers expect their favorite brands to be present, responsive, and human when they request them. However, as with his purchasing journey, a customer appreciates his autonomy when making his choices. Knowing that assistance is there when needed is enough to reassure him. This is one of the paradoxes of the customer relationship… He informs himself in total autonomy before and during his purchase and calls on customer service mainly in the event of a problem. In fact, it is easier today to hear dissatisfied customers than satisfied customers.

From there to think that all “dumb” customers are satisfied, there is only one step. We must not confuse loyalty and satisfaction. So the best way to have a personal and individualized relationship with each of your customers and to anticipate possible problems, would be to collect their opinion regularly?

Whatever channel is used, the customer remains an essential link in the chain when he expresses himself. As customer service or support respond to post-purchase requests, we must not lose sight of the fact that his voice can have an impact in a community where he also becomes an ambassador.