How many times have those of us at Primeau Productions heard that following phrase? “We are always pleased to answer customer questions. In fact, it’s never a bother.”
We beg to differ
Whether you own a car repair business in Libertyville, a craft supply store in Easley or are the office manager for an Athens’ orthodontist office, we know that while it is great to talk to new customers and clients, customer service can also be a time-waster.
An “interesting” customer service question may break up the boredom on a slow day, but suppose a growing business gets the same question 20 times a day? Truth of the matter is that starting and stopping work to answer questions that are asked over and over again, is a bother and an expense.
Then there’s another issue most businesses or practices never mention: suppose you have five or 10 or more employees all empowered to answer customer service questions. Will each person answer the question in the same way? Will each person have the same customer service and people skills abilities? It is doubtful. Will each employee have the same experience and skill level? We all know the answer to that.
Business writer Audrey Carroll recently wrote an online article entitled: Why is Customer Service Considered a Marketing or Sales Expense?
Ms. Carroll asked the question because it is an expense. She wrote:
“Customer service is typically considered to be a marketing or sales expense because it is an activity that is used to generate new customers or retain existing customers. Customer service can be used to upsell or cross-sell products and services, which helps to increase revenue.”
And she is right. Taking the time to answer the same questions might result in new business but it also forces everyone to lose time.
Speedy solutions?
Forbes, the prestigious business magazine, wrote at the end of 2022:
“We all know customers expect speedy solutions, but some may be surprised by just how dramatically lost time affects your organization. Per a study published on InMoment.com, 20% of customers will not buy—or buy again—from an organization that takes minutes to answer. Another 25% will not buy if it takes hours to get an answer.”
In other words, it can almost be impossible to make customers “happy” with an answer. If an employee is in the middle of a busy work day, they may make callers unhappy if they answer too briefly or take too long to return a call.
Now for the good news. The most common customer service questions can be easily, efficiently and effectively answered by a professionally produced video that is either embedded on your website or placed on YouTube, Facebook or other social media sites.
Can Primeau Productions prove this? Yes. The latest nationwide market research studies have shown that in at least 53-percent of the cases, video helped businesses reduce customer support queries.
People go to the internet to answer their questions and if your organization’s video answers their initial questions, it goes a long way to help you put your best foot forward and this helps you achieve greater ROI and elevates your reputation.
Every time your customer care video plays, it not only frees you up, but it is a professionally consistent and valuable piece of information. Let Greenville-based Primeau Productions help you achieve your customer service goals.