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Campaign for Email Equality - Vote for Me!
How to Improve Your Customer Service Email One of the myths in service excellence is that consumers will never be as happy with an email response compared to speaking with a live agent. After all, a representative can sound welcoming, build a relationship, interact with a consumer and display all of those soft skills that really matter. Unfortunately, too many companies believe this myth and frequently settle for lower satisfaction scores for email-initiated contacts. With the percentage of emails continuing to increase, it is important to focus on how companies can do an even better job of connecting with their customers via emails. Too many emails sound scripted, are not personalized and in most cases, really do not communicate customer appreciation. Email responses - if written correctly - can be an effective tool when attempting to build brand loyalty. After years of reviewing thousands of verbatim comments, conducting customized best-in-class research and being a consumer myself, there is no reason why an email response cannot be as "welcoming in nature", thorough and ultimately build a connection with a consumer - the same way a telephone interaction does. Let's look at the four components of an email; the response time, the greet, the primary messaging and the leave behind. For more effective email communication, companies should respond to all emails within 48 hours. When the email response takes longer, it certainly conveys a feeling to the customer that their inquiry or complaint is not that important. An email response should always be tailored by prospective, first time and loyal customers. Responses should acknowledge the consumer's underlying emotion, such as excitement, disappointment, frustration, concern, happiness, etc. This makes the customer feel that the company is listening and understands their real reason for reaching out. In the quest for better email communication, I suggest a campaign to fight for email equality. If I win, I will ensure that the primary messaging for all emails utilizes the key word "help." Consumers appreciate when a company reaches out and tries to help them resolve a complaint. I will also ensure that every email contains some type of additional useful information over and above just answering the customer's question or addressing their concern. Lastly, if I can beat my opponent, I will guarantee that every email written thanks my customers for reaching out to them, communicates alternative telephone support if needed, and is signed with a person's name. This will leave the customer with the feeling, "Hey, that company really does care about me as a customer!" I'm currently looking for volunteers to support my campaign for email equality. Any takers? This article was written with humor; however, it's not a humorous issue. With one in four consumers posting a comment about their interaction with a contact center, companies need to review their email communication and find ways to improve. Let's fight for email equality. The timing has never been more right. P.S. To those of you who have some well-deserved vacation plans scheduled for the summer, please enjoy!
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