HR Leader Spotlight

Come crunch time, a winning coach chooses a player who consistently kicks field goals rather than one whose performance is hit-or-miss. Your customers do the same. Fail to give them what they are looking for during every interaction and you could find yourself sitting on the sidelines. Consistent customer support benefits you and your customers in several ways.

Building Trust

Customers become loyal customers only when they trust your company and know they can expect satisfactory service every time they deal with you. However, trust is fragile and it only takes one disappointing experience to plant seeds of doubt in your clients. If getting good service feels like a gamble, some customers will lose faith and go elsewhere rather than playing the odds.

Showing You Care

One of the best ways to show customers you care is to make sure every experience is a positive one. Customers who receive quality customer support with every interaction see a company genuinely focused on meeting customer needs and solving customer problems. Inconsistent support sends the opposite message.

Improving Satisfaction

Not surprisingly, consistency in customer service has been shown to result in higher customer satisfaction levels. A study conducted by McKinsey & Company revealed that overall customer satisfaction is much more accurately predicted when the entire customer experience is measured rather than single interactions. These findings make sense. One positive interaction is good, but several create a more lasting impression.

Strengthening Branding

You've worked hard to build your brand, so don't let inconsistency destroy it. The brand image you have created helps tell customers what they can expect from you, but inconsistent practices in customer support and beyond can cause confusion. All of your employees must be on the same page, regardless of department or location. Otherwise customers may receive support with clearly different focuses and become unsure about what to expect.

p>In short, consistency matters. Customers want to know what they can expect and how reliably they can expect it. Even outstanding customer service can fail to impress if only some of your customers are receiving it. You won't be able to please everyone, but it is important to have policies and procedures in place to ensure everyone gets the same level and type of support.

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