Customer satisfaction is an elusive concept for every business, be it a huge corporation or a small family run business. Companies have spent millions compiling statistics, research, interviews, focus groups, and more, trying to determine the special formula for a loyal customer and repeat customer.

Every client is different and therefore will be pleased or disappointed by a wide range of personal exchanges and outcomes.

It is key to remember: Needs are different for every customer, and so you need to ensure that your staff are always looking to better their customer service skills.

First, it’s important to make sure that your customer service team has the right skills for managing your customer’s needs. No amount of CRM software can compensate for shortcomings in this area. But what skills should you be looking for in a customer service rep?

• Empathy, patience and consistency. Some customers will be irate. Others will be full of questions. And others will just be chatty. You must know how to handle all of them and provide the same level of service every time.
• Adaptability. Every customer is different, and some may even seem to change week-to-week. You should be able to handle surprises, sense the customer’s mood and adapt accordingly. This also includes a willingness to learn – providing good customer service is a continuous learning process.
• Clear communication. Ensure you convey to customers exactly what you mean. You don’t want your customer to think he’s getting 50% off when he’s actually getting 50% more product. Use authentically positive language, stay cheerful no matter what and never end a conversation without confirming the customer is satisfied.
• Work ethic. Customers appreciate a rep who will see their problem through to its resolution. At the same time, you must have good time management skills and not spend too much time handling one customer while others are waiting. Stay focused on your goals to achieve the right balance.
• Knowledge. Ultimately your customers rely on you for their knowledge of your product. Stay informed enough to respond to most inquiries and know where to turn if the questions become too detailed or technical for you to answer. But don’t be afraid to say “I don’t know” either. Customers will appreciate the honesty and your efforts to find the right answer.
• Thick skin. The customer’s always right… right? The ability to swallow one’s pride and accept blame or negative feedback is crucial. Whether your team works directly with customers or looking for feedback on social media, they’ve got to keep the customer’s happiness in mind.

Not sure if your reps have the right customer service skills? Survey or interview your customers to understand whether your service team is showing each of these traits. Running a customer feedback survey through your CRM program, at the point of sale, or when you send customers an invoice is a great way to see where your team’s skills do and don’t measure up.

Look at every touchpoint

A bad customer experience at any point in the customer lifecycle can ruin your relationship. In addition to making sure the right skills are demonstrated, you need to be sure they’re being demonstrated consistently. Make sure you have a full view of the customer experience, or you risk lapses in service that can really hurt business.

Improve your customer interactions

If your staff has the necessary skill set, that’s a good start. But they still need to relate to your customers. Here are some tips for making sure customer service is both thorough and well received:

• Ask reps to try to identify a common ground – like shared interests – with the people they help. Having this point of understanding makes conflict easier to overcome by humanizing the relationship, and it endears customers to your rep (and ultimately your company).
• Practice active listening so your customers feel heard. Clarify and rephrase what the customers say to ensure you understand them. Empathize with and reflect their feelings by saying things like, “That must have upset you” or “I can see why you feel slighted.”
• Admit your mistakes, even if you discover them before your customers do. This builds trust and restores confidence. It also allows you to control the situation, re-focus the customer’s attention and resolve the issue.
• Follow-up after a problem is solved. Make sure the issue stays fixed and that your customers were satisfied with the service. Sending an email, or even a feedback survey is an excellent way to let the customer know you’re still on their side.
• Get personal. Your customers want to feel like they have access to real people, not bots and FAQs. Offer more than just automated email responses, and do not let your telephone prompts or website send them down a rabbit hole. Take full advantage of social media (such as Facebook and Instagram) and write responses when your customers post on your page. Post photos and bios on your website. This shows your customers that you are real people working on their behalf.
• Be available. Part of the personal touch is making sure your customers can reach you. For example, if your business is primarily online, meet in person occasionally with local customers and offer video calls (such as Skype) for those farther away. Work early and late when needed, especially if your customers are in different time zones. Even providing customers with your physical address helps build their trust and reminds them that your company exists off the internet as well.
• Cater to your customers. Consider assigning reps to specific customers so they can build a relationship. Offer VIP treatment for your best customers to let them know they are appreciated. What special services might your customers like?
• Create communities. Your customers will feel even more valued if you treat them as important members of a community. You can bring various customers together in numerous ways, including webinars, interactive websites, social media, trade shows and conventions. And don’t forget that while your customers come to these forums to learn from you, you can learn as much – if not more – from them.

Make sure your reps are engaged

You can have the best customer service skills and the best training in the world, but if your reps are checked out, it won’t matter at all. Improving employee engagement is another way to make sure customers have a great experience. Dissatisfied employees are unlikely to come forward with their problems, so consider an anonymous suggestion box or an employee engagement survey to see what makes your employees tick.

You’ll want to know how your customer service team feels about working conditions and compensation, opportunities for career advancement, training and their peers.