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Before the internet, business-to-customer communication looked something like this.
Businesses would release messages, ads, and promotions, and it was up to consumers to determine what was accurate and trustworthy. Customers didn't have digital platforms to share information and businesses controlled all of the power in the relationship.
Nowadays, customer communication looks more like this.
With the rise of customer reviews and digital communication, businesses have no choice but to listen to their customers. Power has shifted, and customers now dictate what they want and need from a company. And, if businesses don't deliver, there's plenty of alternatives that customers can choose from.
This concept is called customer empowerment and it's becoming more popular as consumers get more connected in-person and online. Businesses that lean into this trend have aligned themselves with customer needs, leading to increases in customer satisfaction and improvements in customer retention rates.
In this post, let's discuss what customer empowerment means for your business, then we'll tell you how you can achieve it using your customer service team.
Customer empowerment is the process of providing customers with the tools and resources needed to be successful. This means giving them information to make well-informed decisions that put them one step closer to achieving their goals.
When businesses help people make smarter choices, they develop a stronger bond with their customer base. In fact, studies show that customers are happier with a brand experience when the company makes efforts to empower them. And, this rapport leads to improvements in customer retention as well as opportunities to encourage customer advocacy.
Customers who feel supported by a business are also more loyal. That's because they feel the organization is aligned with their needs and can trust that their information is relevant to their circumstance. This fosters a level of dependency where the customer relies on your business for decision-making information. They'll keep coming back to your team because they feel you're the best option to help them.
This is where your customer service department comes into play. When someone makes a purchase, it's your support, success, and service teams that are responsible for empowering your customers. They generate additional value that not only helps customers achieve goals but also adds delight to their experience.
If you're not sure how you can leverage your service team for customer empowerment, read on for some strategies your business can use.
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