Providing customers with a good experience the first time (and every time) they purchase from you is an important part of building customer loyalty. Loyal customers grow your company, so it's critical to assess your customer service from multiple angles and improve where necessary. Below are some tips you can use to get the full picture of your strengths and weaknesses in customer service.
Shop your site
What better way to evaluate customer service than by becoming a customer? To get an authentic experience, you’ll need to do more than just place an order. Contact your company with product questions or for help with placing an order. Buy something from yourself and evaluate your checkout process. After the order arrives, call customer service to troubleshoot some issues. Go through your returns process. Browse your website with a critical eye and ask yourself: are products easy to find and compare? Do product descriptions provide the right kind of information? Is the shopping experience the same on mobile devices?
Review customer feedback
If your customer service department uses call monitoring tools, that’s another excellent resource for finding areas of the customer experience that need improvement. Reviewing customer service calls can reveal patterns or errors you may not find by manually browsing your site, such as pricing errors, frequently asked questions, or even areas where customer service reps need more training. Additionally, you can review the most recent product return codes to look for recurring issues.
Improve your reporting
Is your customer service perfect, or could there be issues you’re not hearing about? Review the customer service and fulfillment reporting you have in place and look for gaps to fill. For example, there are opportunities to create new product return codes to get more granular customer feedback. If your reporting is thorough, you may be able to supplement it further with customer satisfaction surveys.