Salespeople should say just enough to close the sale. Equally, to boost the customer experience, those in service should respond to customer queries with just the information sought. This is so, especially when it’s a direct query that could be a potential sale. Such is what an effective response to customer enquiries entails. For instance, a customer tweets: “Does your bank have a money market fund and, if so, what are the rates?”
And the service representative gives this convoluted response that still does not answer the query, and is likely copy-pasted from elsewhere. “Hello. Thank you for contacting us. Unit Trust Funds, an investment platform we offer, are collective investment schemes. They are regulated by the Capital Markets Authority and pools investors’ money into a single fund. The funds are then channelled into various professionally managed investments.” (YAWN) “As for Treasury bonds….” And she goes on and on, for another three paragraphs, finishing with, “You can read more here.” (Link)
The art of precision: How targeted responses boost sales
Now let’s try again.
Customer asks: “Does your bank have a money market fund and if so, what are the rates?” The service rep responds: “Hello, yes we have. Rates do change but for now are 12.14 % daily rate, 12.83% annual. Would you like us to help you open one or would you like me to send you more information?” Now which of the two responses would you rather receive? In the former, you are unlikely to even read all what was sent, let alone act on it. In the latter, she hits the nail on the head. Perhaps, the best way to respond to customer enquiries. At the very least, an effective response to customer enquiries.
Read: 4 ways customer facing staff can change their attitude to selling and advance their career
Here’s another example.
The customer sends a WhatsApp message: Do you have tyres for a Toyota Caldina new model?
Instead of, “What size tyres are they?” (Obvious as it may be to you the seller, quite likely the customer does not know, and you’ve just created friction where none should existed. In any case, you should have the information in your system). Instead, you, respond with, “We apologize, the tyre size 205/60 R 15 is not in stock. How many tyres are you looking to get for your Caldina so we can quote for the best alternative?” Now, if you do not have a system, do not know, and so must ask, try, “Take a picture of the tyre and WhatsApp it to me.” That’s a much more effective response to customer enquiries.
The power of precision vs lost opportunity: Effective response to customer enquiries.
Now then. Imagine walking into an electronics store in bustling Nairobi You are looking to purchase a new laptop. You ask the salesperson, “Do you have the latest Dell XPS 13, and what is the price?” Instead of a straightforward answer, the salesperson embarks on a lengthy explanation about the store’s history, other products, and ongoing promotions. Frustrated, and overwhelmed, you leave the store without making a purchase, feeling your time has been wasted. This is a missed opportunity, one that could have been avoided with a simple, direct response. “Yes.” Or, as in the case of the tyres, “Unfortunately, no. May I ask why that specific laptop?” These direct responses allow the customer to make an immediate decision and likely proceed with, or to, a purchase.
Read: Increase sales & retention through quality customer engagements
Why Precision Matters: Save customers time and helping them make purchase decisions
These foregoing examples illustrate a crucial point: when customer-facing staff provide concise, relevant information, they significantly enhance the customer experience and increase the likelihood of making a sale. Valuing a customer’s time is the most important thing a company can do to provide good service.
In today’s fast-paced world, customers value their time immensely. According to one study, 73% of customers say that valuing their time is the most important thing a company can do to provide good service. When customers reach out with specific queries, especially online, they expect quick and precise answers. This not only helps them make informed purchase decisions but also fosters trust and loyalty towards the brand.
Here’s another scenario, a customer on a website’s live chat asks, “Can you tell me if this jacket is available in size Medium?” The best response is a simple, “Yes, the jacket is available in size Medium. Would you like to add it to your cart?” This concise communication not only answers the query but also nudges the customer closer to making a purchase.
Customer-facing staff, both online and in-person, play a crucial role in guiding customers through the decision-making process. Effective responses to customer enquiries accelerates this. Thanks to the internet, the vast majority of customers attempt to solve problems on their own before reaching out to a representative. This means that when they do reach out, they are often at a critical point in their purchase journey. Providing them with the precise information they seek can be the difference between closing a sale and losing a customer.
Read: Don’t sell. Help customers make purchase decisions
Effective response to customer enquiries via precision: The Path to Better Customer Service
In conclusion, your front office is not just a gateway for addressing customer queries. No. It’s a strategic hub for driving sales growth. The ability to respond to customer queries with just the information sought is a powerful tool in the arsenal of customer-facing staff. By being precise and relevant in their responses, customer-facing staff demonstrate valuing the customer’s time, and can help customers make informed purchase decisions quickly and efficiently. Such effective response to customer enquiries, ultimately enhances the customer experience, driving sales and fostering loyalty by elevating customer interactions from mere queries to valuable sales conversions. So, next time a customer asks a question, will you give them the answer they need to make a purchase decision, or will you risk losing the sale? As for you the business owner, are you ready to unlock the full potential of your front office team?
Read: To increase sales empower your customer facing staff
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