Posted by : Amanda Stein Monday, June 10, 2013




Technology companies have unique challenges when it comes to customer service. Since the product is digital, putting a face to your customer support channels may seem counterintuitive, but humanizing your company makes your customers more loyal to your brand, according to Business2Community. From installing customer support software that allows you to directly chat with Web site visitors, to personalizing your social media channels by making the strategists transparent, there are many ways tech businesses can make sure they are including that human element in its customer support channels.


1. Introduce Customers to Real People

Customers don’t want to feel like they’re talking to a faceless machine; they want to get to know the people and ideas behind the brand and feel like they’re a part of that community. Whenever you can, connect your customers with real team members and help them learn more about each person.
 
 - Utilize the "About Us" page on your Web site and social media profiles. Show your company's human side by sharing some personal tidbits about the employees your customers will interact with. Your team members can share how they got into their professions and what they like to do outside of work. 

 - Add photos of your team to your Web site and social media pages. This can include portraits and interactive photos of them engaging in activities outside of work. 

 - Have team members add their name or initials to every social media message. This simple act shows the customers that a real person responded to their questions. It also helps them differentiate between people so they feel like they're getting to know each on.


2. Use Social Media for Customer Service

While you might think that social media is only for marketing, the J.D. Power and Associates 2013 Social Media Benchmark Study found that “67 percent of consumers have used a company’s social media site for servicing, compared with 33 percent for social marketing.” Don't think that you need to separate social media and customer service — combine them for the best service.


3. Speak the Same Language

When you’re interacting with customers, it's important to talk to them in a friendly, normal way — so skip the tech talk. While they're coming to you because you're the expert, they don't want you to talk to them in a condescending or confusing way.

When you start talking industry talk, Corey Eridon of HubSpot explains that you might think your tech talk sounds smart, but it really just gives people a hard time relating to you. It will cause your customers to seek a source that simplifies everything and makes them feel more positive about their customer service experiences.


4. Personalize Your Communications

Try to personalize your message every time you communicate with your customers. Imagine the person you are talking to offline — each customer is unique and deserves special attention, according to ClickZ.Try some simple ways to start: 

 - When you receive an email, use a unique autoresponse that connects with the audience instead of the generic message that you will respond as soon as possible. 

 - Customers are tired of PR talk. It seems fake and scripted, so customers can't connect to it. Instead, add a sense of humor to your communications, and allow your team members to add their own voices to the messages within the company's guidelines. 

 - Show each customer you care and are listening to concerns by responding to each positive or negative comment as quickly as possible.


What techniques would you suggest for technology companies to act a little more human in their communications? Leave your thoughts in the comments.

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