When was the last time you had second thoughts about purchasing from a brand you had a bad experience with? The fact is that it is no longer enough to just shelve products at an affordable price. On the contrary, chances are that if a customer has a great experience with your brand, they are most likely to buy from you again. In fact, nearly 70% of customers’ buying experiences are based more on how they think they are being treated than your product itself.
A few years ago, businesses focused only on resolving customer issues. However, with time, things changed. Today, modern customers expect a lot more from organizations and brands. Organizations need to step up their support game if they do not want to lose their business to their peers.Organizations need to go over and above their ‘call of support duty’ to create a great customer experience. #proactivesupport #webinar Click To Tweet
The Toyota Corporation Story
Before Toyota Corporation manufactured automobiles, it manufactured sewing machines. Yes, you read that right. Sewing machines! And they had a pressing problem which Sakichi Toyoda, the founder of Toyota, needed to solve. It so happened that the needles in the sewing machines broke. But the workers there didn’t notice the broken needle until no cloth or tapestry came off of it. This wasn’t a problem that Toyota could brush away. What’s a sewing machine without its needle, right? So he developed the Automatic Loom that stopped working when the needle broke. A brilliant solution that let the workers know when the needle was broken and needed a replacement.Proactive support is reaching out to a customer even before they feel the need to reach out to you. #proactivesupport #webinar Click To Tweet
Toyota Corporation extended this principle to automobile manufacturing as well. This is commonly known as an Andon Cord. Traditionally, it’s a cord that hangs over a car manufacturing line. It is pulled when a worker notices a problem and the manufacturing line is stopped. Once the problem is fixed, the line resumes running. This ensured that defective cars were neither manufactured nor shipped to the customers. The issue was fixed at the production unit before it became a problem at the showroom, ensuring customer happiness.
Moving to Proactive Support in 2018
In the case of Toyota, the production line or model was broken and Sakichi saw how that could impact not just his workers’ productivity but also his customer’s experience. Companies today are adopting a similar approach of looking beyond just the questions and issues that customers raise. They are inching towards adopting a proactive approach to customer support. Not taking care of customer experience can have a direct and negative impact on business.67% of consumers cite bad experiences as reason for churn. — Kolsky #customerexperience #stats Click To Tweet
When you build a product or offer a service, you anticipate a few roadblocks that your customers will face. You turn these roadblocks into a knowledge base. If you see a new question that is being asked by many customers you add it to your FAQs page. As you build new features in your product, you add help documents and solution articles for them so that your customers do not face any trouble when accessing those new features. Your self-service channels have been doubling as proactive support channels.
Everything works fine until you realize that customers’ expectations aren’t constant. What smart companies do to stand out is reinvent their support strategy and aim for something bigger — wow their customers.
You Need an Andon Cord a Proactive Support Strategy
We’ve collected examples from our experiences and conversations with our customers, and are sharing best practices on how you can revive the broken support model and make it more customer-centric in a 60-minute webinar on the 17th of April from 11 am to 12 pm PST. The webinar will be presented by Arun Mani, the Managing Director of Freshdesk. We will also have a live Q&A session where you can have all your questions on proactive support answered.
If you think you can’t make it for the webinar, sign up anyway and we’ll send you a copy of the webinar recording.