Customer Service – Concept, elements and importance

We explain what customer service is and the importance of these methods. In addition, the techniques they use and their elements.

customer service
Customer service they seek consumer satisfaction.

What is customer service?

It is understood by customer service or customer service to the methods a company uses to get in touch with its customers, to guarantee, among other things, that the good or service offered reaches its consumers and is used correctly. It is also an efficient marketing tool.

In general, customer service services pursue consumer satisfaction, providing support, guidance or instructions regarding what is necessary. And in some cases, the areas of a company dedicated to this activity can also provide support to the other internal divisions that require it. For such purposes, these areas are considered “internal clients”.

Customer service is usually studied based on service cycles, that is, chains of actions implemented at the request of the consumer or at certain times, and which include the following processes:

  • Temporary service schedules. Some types of customer support depend on seasons, specific moments or certain situations to be activated, so they present a certain regularity, as is the case with tourism: it is accentuated during the holiday season and decreases without disappearing during the rest of the year.
  • Renewal of customer needs. Other types of services are usually given on a renewable basis, so that from time to time they require customer service for verification, such as subscriptions to magazines or specific services.
  • Feedback the client’s. Customer feedback is key to defining the best and best service strategies for you, for which various types of surveys or evaluations can be used.

Because it is important?

Proper customer service may well mean the difference above the competition for any business, and it can be as much or more powerful a promotional tool than marketing, advertising, or personal selling.

Considering that attracting a new customer is often much more expensive than maintaining an existing one, keeping the customer base enthusiastic is a command. Even more so when there are so many forms of competition as today, thanks to the global market and the appearance of 2.0 platforms.

Today, customers demand attention from their companies, in a reciprocal process called “loyalty”, in which consumption is personalized and becomes part of the consumer’s social identity. For this, it is essential to have an adequate customer service.

What techniques do you use?

customer service
Empathy techniques make the client feel part of something bigger.

Customer service techniques can be broadly grouped into:

  • Explanation techniques. Those in which the greatest amount of relevant information is verbally communicated to the user to help them make the most informed decisions about their consumption. They should respond to the formula: problem-solution-benefit, so that the customer is led to the recommended formula to satisfy him.
  • Empathy techniques. Those that provide the client with a high degree of involvement on the part of the company, that make them feel accompanied or part of something bigger. They are usually very successful, but require a greater investment of time per operator, since each case is given particular and individual attention.
  • Interrogation techniques. Those that are based on applying to the client a series of questions (questionnaire or not) regarding the matter of their needs, in order to provide a truly specialized attention in the matter, instead of wasting time in explanations.

Elements of customer service

customer service
Strengthening the relationship with the client is key in customer service.

The elements of customer service are:

  • Face-to-face contact. That is, the possibility of interviewing the client and giving him personalized attention, not mediated through an electronic system or a telephone call. This strengthens the bond with the client and makes them feel heard.
  • Client relationship. Strengthening the relationship with the customer is key in customer service, and this has been evidenced thanks to social networks and the 2.0 culture, in which branding or brand loyalty is imperative in the relationship between the company. and the consumer.
  • Correspondence. Correspondence between customer and company is key to healthy customer service, as it strengthens the identification between both and the resolution of problems that arise.
  • Claims and compliments. The client must have some way of exerting pressure so that their problems or dissatisfactions can be fixed, or reward the good performance of some department of the company.
  • Installations. The customer must be provided with the physical address of the facilities to which they can go for face-to-face contact. Not everything, in short, can be virtual or digital.