Social Media Means
Social Media Means
Photo: Rachel Claire
Having good product knowledge in customer service will not only help generating customer satisfaction but it usually helps improving brand perception and help customer service operators to feel more confident in their daily activities.
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Read More »I have recently come across some interesting articles and papers about customer service and it became evident how good product knowledge in customer service can help improving the whole customer experience. Being a friendly, polite and empathetic customer service operator is something that we always expect, and despite these are traits that unfortunately don’t always come by default, they are indeed a plus in any customer service situation. However, companies easily forget about one of the key elements of customer service, and this is product knowledge. Without a thorough understanding of the products offered by our company, our customer service staff will not be able to provide a satisfactory service. Having good product knowledge in customer service will not only help generating customer satisfaction but it usually helps improving brand perception and help customer service operators to feel more confident in their daily activities. Along with these good “stuff” product knowledge helps with something else that is key to almost every company, and this is increasing sales. When customer facing people are product knowledgeable, the more they can provide useful information about how suitable a product can be for a specific use the more customers can relate to the features described and how these can fulfil their needs. Therefore, helping customers to find the right solution and making sure they are feeling confident about it, is likely to generate sales. Moreover, product knowledge helps building customer trust, if customers always receive the correct information, and if the information goes above their expectation, it is very likely that they would grow trust in our brand a well as returning to buy other products. On the other hand, wrong or unprecise information will generate doubts about how reliable our brand is and as a consequence the customer may not come back. When our customer service staff know the products inside out and can provide thorough and enthusiastic explanations about features and benefits it is likely that will have a very positive impact on customers. Usually customer service teams that show passion and interest towards their product are likely to make a very positive lasting impression on customers, and this again would help strengthening your brand and improve sales. With that said, it is also very important to understand how good product knowledge is also beneficial for customer service staff.
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Read More »Product knowledge strengthens communication skills, the more our customer service team knows our product the more confident they will feel when talking about it. This level of confidence will enable them to provide real support (i.e. providing valuable recommendations and solving problems) rather than trying to placate questions and redirecting them to other people within the company which could result in a weakened confidence and feeling of being out of your depth. Good product knowledge would also help clearing customers doubts, because when customer service staff have a good product knowledge they can easily identify what the customers’ needs really are and can focus on making sure that customers’ expectations are exceeded which would not only help the customer in that particular instance but would also help creating a more loyal customer base. It should be needless to say that providing partial and rather confusing answers would generate the opposite effect, making our customers feeling unsure about not only the representative they have been dealing but also hesitant towards our brand. A boost in Enthusiasm is then another by-product of customer service teams that feel confident and have all the required skills to provide a “proper” customer support. Our staff can channel their enthusiasm not only to provide a great customer service but can become very effective when pitching the products to customers, the more the customer service staff express their knowledge in a very energetic and passionate way, the more likely customers feel excited about our product and consequently the more likely is that they will buy and potentially become loyal customers. At this point it should be evident that good product knowledge in customer service is a key element for providing the best service possible to our customers. It is important that customer service teams develop strong confidence and enthusiasm in their daily activities via good product knowledge. There are different ways of achieving this, for example, customer service people can be trained by member of our staff that already have deep product knowledge (i.e. design engineer, product engineers, maintenance engineers, shop floor operators, etc.); however, it is important that people are exposed as much as possible to the “practical” aspects of the products so they can really relate to it when trying to help customers and therefore adding “real” value. Knowing how to read back to customers some basic information found on a spec sheet is unlikely to be a helpful and valuable answer, most of the times, customers can read a spec sheet by themselves and the reason they are reaching out to customer service is because they need that added value that can only be delivered by a knowledgeable representative who is able to tailor their knowledge to the specific customer’s needs.
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Read More »It is very important to understand what type of product our company is selling and to what customer group(s) because this would also allow us to identify the best approach to develop not only an effective customer service team but a team able to deliver above expectations that can also help generating new sales and creating loyal customers. I would like to conclude saying that based on my experience and the available literature, it seems that there are at least three key elements contributing to superior customer service that should always be present in every customer service team, and these are: customer facing skills, product knowledge, and commercial acumen. As said, these three elements should always be present but also balanced in the most effective way for our organisation, unfortunately, like for the majority of things, there isn’t a one size fits all solution; however, I would say that starting with having all the three key elements present in our customer service team should at least allow us to have a good start; adjusting the ratio amongst the three element would then be the fine tuning that should contribute to achieve competitive advantage for our company through a 5 star customer service.
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