Customer Care Feature Article

If you have a small or new business you will find, if you haven’t discovered already, that satisfying customers and providing customer care poses both rewards and challenges.

 

The Internet has opened the doors to more opportunities to reach customers. Yet to get their attention you need a top quality, glitch-free, easy-to-navigate website, even if it is just to provide information. Building and maintaining professional websites requires considerable expertise.

 

To get your site noticed you may have to buy your way into web searches. Search engine firms charge companies who want to be ranked higher on search results. In return, website traffic, leads and sales may, but are not guaranteed to, increase.

 

At the same time, you must still budget for traditional, yet effective, marketing methods. These include directory listings, print and broadcast advertisements, business fairs and telemarketing. There is no predicting which channel customers will choose to reach you.

 

Not surprisingly, customers expect that their calls and emails must be answered ASAP and 24x7; they do not want to be sent to voicemail or email jail. Small companies have lost business because they did not have people to pick up the phones.

 

Unfortunately, customers are making it more difficult for you to reach them directly. Unlisted phone numbers, Caller ID, Do Not Call lists and restrictions on commercial email, faxes and automated dialers limit cold contacting prospects. Many businesses rely on voicemail and virtual receptionists to thwart unexpected callers.

 

Handling contacts is expensive. Wages for quality staff start at around $9/hour or more, plus employment expenses such as payroll. Employees must be supported with office space, furniture, hardware, software, phones and lines. This infrastructure can cost up to $35,000/year per workstation in operating and amortized fixed expenses.

 

 

There are professionals who can help you gain and retain customers’ attention and patronage. Have a consultant, who has assisted similar businesses, review and make necessary changes to your website to ensure it is user-friendly and glitch-free. This will also cut down on costly calls and emails that are prompted by problems with your site.

 

Your local business association is a good place to start to find such reputable individuals and firms. When you do locate them, ask for references and check them out.

 

Have your site optimized to make sure it contains effective keywords for your business. There are inexpensive ways to ensure your firm is ranked high in search rankings, but you will need to research them.

 

 

To connect with customers, reach out to contact center outsourcers. They supply customer service, sales, support and order entry. Some will also provide telephone and email answering and triage; they will notify you of, and forward, important messages.

 

Other services outsourcers offer include credit card processing and product shipping and fulfillment, including returns management. That can save you a lot of hassle and in the case of product handling, reducing the need, search and cost of finding storage space, equipment and staff to receive goods, and to pack and ship orders.

 

There are also outsourcers that can help you reach specific markets, such as Spanish, French, Chinese or other non-English speakers, and customers in other countries.

 

To illustrate how important foreign language capabilities have become, the US Census Bureau reports there are over 28 million Americans who speak Spanish in the home, while over 2 million Americans converse in Chinese.

 

Outsourcers can be available 24x7, manage overflow contacts when you are tied up, answer your lines evenings and weekends/holidays and take calls and emails during emergencies. They can quickly add staff to handle product launches, advertising campaigns, special promotions and seasonal demand.

 

Outsourcers can save you money. You hire these firms only when you need them; you avoid paying for idle employees and tying up resources for office space.

 

You can also tap outsourcers to market or sell your products or services, or to qualify leads that will be worth your time pursuing. These firms will help you target your campaign to reach likely customers. Employees are expertly trained to get through to buyers and present persuasive offers at the right moment.

 

 

When deciding on an outsourcer ensure there is a good fit between both businesses. Are the prices, capabilities and service exactly what you are looking for? Have they worked with companies, and on programs similar to yours?

 

Look for low staff turnover, varied customer base and a successful track record. If you plan to rely on an outsourcer as your backup, ask about their disaster response methods. You must be satisfied that they will service your needs, no matter what. When picking a vendor for fulfillment, find out their proximity to major airports for quick shipping.

 

There is a wide variety in outsourcer size and capability. Most of the larger firms have the latest technology, but can demand high minimum volumes or charge more.

 

Other very capable outsourcers, especially answering services that have evolved into contact centers, are much more flexible and have lower minimums. They typically have small facilities, which enable more personalized service. Some own multiple networked centers, which provide significant scalability. These firms are usually entrepreneurial. They can relate well to you and understand your specific needs.

 

With the right knowledge and with suitable partners who can fulfill your needs, your business will satisfy your customers and continue to grow.