So, you manage a tech-focused business? Then, like us, you’re probably always looking for new ways that innovative technology can improve the user experience of your customers and increase business efficiencies.
But we’ve all heard stories of customers ditching even the most technologically advanced companies when the customer service is poor. Big-budget Australian telcos are an eye-twitching example that most people can relate to.
Our experience as a market leading, tech-driven company shows that, above all else, our customers want (and deserve) a personalised service based on real human connection.
And despite our strong focus on advancing our technological capabilities, it works for us too. Here’s why.
1. Talking directly with our clients builds trust
At PSI we aim for solid, long-term relationships with our customers, suppliers and other stakeholders. It’s actually because of our strong relationships with building authorities
(such as Local Government, water authorities and titles offices) that we’ve been able to develop Australian-first software that allows domestic building industry experts to order the property information they need online in one easy transaction.
We regularly talk to our clients directly and listen to their concerns. We go out of our way to keep them informed of industry information and legislation changes, so they can make the best decisions for their projects and businesses. And because of that regular interaction, they trust us and us them. In an industry that relies on the provision of accurate information, it’s amazing that many businesses don’t see this as crucial. But we wouldn’t have it any other way.
We regularly talk to our clients directly and listen to their concerns. We go out of our way to keep them informed of industry information and legislation changes, so they can make the best decisions for their projects and businesses. And because of that regular interaction, they trust us and us them. In an industry that relies on the provision of accurate information, it’s amazing that many businesses don’t see this as crucial. But we wouldn’t have it any other way.
2. Great customer service helps us learn about our business
We are all so involved in our technology bubble, we can sometimes forget someone is on the other side. By picking up the phone or going to see our customers, we hear directly about what’s working or not working for them. They tell us about their pain and we try to work out the best way to overcome these issues to get the best outcomes. This definitely reduces the number of problems people face down the track.
On the flip side, chatting with our customers also gives us valuable feedback about what they love about PSI. And of course, we keep doing those things as much as possible! We could think of the conversations we have with our customers as free market research. But really, it just comes back to our goal to provide the best customer service.
Since the launch of our new technology solution, we’ve increased time spent with customers to educate them around the software and identify how it might best suit their needs. As an automated and streamlined process, they can then easily use the software themselves, for quick results. But we’re always just a phone call away if questions do arise.
On the flip side, chatting with our customers also gives us valuable feedback about what they love about PSI. And of course, we keep doing those things as much as possible! We could think of the conversations we have with our customers as free market research. But really, it just comes back to our goal to provide the best customer service.
Since the launch of our new technology solution, we’ve increased time spent with customers to educate them around the software and identify how it might best suit their needs. As an automated and streamlined process, they can then easily use the software themselves, for quick results. But we’re always just a phone call away if questions do arise.
3. Customer retention is cheaper than customer acquisition
We don’t like to lose a single customer. The obvious reason is because it costs us money – 7 times as much according to most research on customer acquisition compared to customer retention.
By making sure we always meet or exceed our customers’ needs, we develop long-term relationships with our customers that sees our business succeed as well as theirs. Over time, as we get to know our customers better, we can also add value to the service we provide them to create new opportunities for business growth. An example of this is feature requests. Our clients’ processes sometimes change internally, requiring a new feature to support that change (such as multiple purchase order numbers).
We share the feature requests with our developers using Asana, through a project dedicated to updating our user interface. This way the whole team, including sales and marketing, can see the progress of feature requests.
The underlying benefit of having to spend less money on acquiring new customers is that we can allocate more funds to improving our technology for better outcomes. And of course, there’s the exponential effect of word of mouth advertising.
By making sure we always meet or exceed our customers’ needs, we develop long-term relationships with our customers that sees our business succeed as well as theirs. Over time, as we get to know our customers better, we can also add value to the service we provide them to create new opportunities for business growth. An example of this is feature requests. Our clients’ processes sometimes change internally, requiring a new feature to support that change (such as multiple purchase order numbers).
We share the feature requests with our developers using Asana, through a project dedicated to updating our user interface. This way the whole team, including sales and marketing, can see the progress of feature requests.
The underlying benefit of having to spend less money on acquiring new customers is that we can allocate more funds to improving our technology for better outcomes. And of course, there’s the exponential effect of word of mouth advertising.
4. When people talk, our brand awareness grows exponentially
Word of mouth is always the best way to sell a service and we rely on our strong industry reputation to drive much of our business growth. While the technological innovations we’ve recently introduced have the industry talking, a lot of our customers are referred to us because of our honest and reliable service. This means we’ve now been working with many of our customers and suppliers for years.
Like everyone, our customers are constantly bombarded with communications, so we know that traditional marketing tactics don’t always get through. A personal recommendation is always the best way to stand out from the pack.
Like everyone, our customers are constantly bombarded with communications, so we know that traditional marketing tactics don’t always get through. A personal recommendation is always the best way to stand out from the pack.
5. The way we treat our customers speaks directly to our values
One of the most important things to consider when it comes to your company values is how to consistently communicate them across the different levels of your business. Your staff see how your company treats its customers and suppliers, as well as how you treat each other.
It goes back to the simple saying "treat others how you'd like to be treated". Set expectations up for your customer service team that would impress you when you're using a service. Include the whole team when deciding on the expectations.
Simple things like answering the phone within three rings and same-day responses to emails are very achievable and have a huge impact on customer satisfaction.
Encouraging teams to go above and beyond is essential. For example, we recently had a customer ask if they were able to get a refund from council due to an error made by council. We could easily refer them to council. Instead, we called the council on their behalf to find out about requesting a refund and who best to direct correspondence to. It's the little things that show you not only care about your clients but you're also passionate about your company’s values.
Because PSI’s values of reliability, honesty and integrity drive the interactions we have with our customers, our people feel confident in our ability to manage a stable successful business. They feel proud of their team and, at a broader level, feel happy to help our customers to be successful in their own businesses.
Simple things like answering the phone within three rings and same-day responses to emails are very achievable and have a huge impact on customer satisfaction.
Encouraging teams to go above and beyond is essential. For example, we recently had a customer ask if they were able to get a refund from council due to an error made by council. We could easily refer them to council. Instead, we called the council on their behalf to find out about requesting a refund and who best to direct correspondence to. It's the little things that show you not only care about your clients but you're also passionate about your company’s values.
Because PSI’s values of reliability, honesty and integrity drive the interactions we have with our customers, our people feel confident in our ability to manage a stable successful business. They feel proud of their team and, at a broader level, feel happy to help our customers to be successful in their own businesses.
A few final words on the importance of great customer experience
These days, customers are empowered more than ever before. And as a business you need to find the best way to stand out from the pack and deliver exactly what they want in a way that they want it.
Amazing technology can certainly support this goal, by saving customers time and money. But it’s the one-on-one attention and care that sees them come back again and again. Because not only is the customer always right but they are human. Just like you.
Have a chat with Natasha in our sales team to experience our exceptional customer service for yourself! She’ll be able to talk you through how our Australian-first software gives you all the reliable property information you need in one easy transaction.
Amazing technology can certainly support this goal, by saving customers time and money. But it’s the one-on-one attention and care that sees them come back again and again. Because not only is the customer always right but they are human. Just like you.
Have a chat with Natasha in our sales team to experience our exceptional customer service for yourself! She’ll be able to talk you through how our Australian-first software gives you all the reliable property information you need in one easy transaction.