Customer support what it is, what it does, errors and difference with customer service

For every company and brand it is increasingly important to take care of the relationship with customers down to the smallest detail, at any stage and at any level of the so-called customer journey or buyer journey (two technical marketing terms that indicate the purchasing path, physical or online, of people or companies to which a brand is aimed).

Why? Now the company strategy, in a complex market, cannot ignore the satisfaction and loyalty of customers, who are increasingly informed, attentive and demanding.

In this article we at Jopla want to explain in simple words this profession which falls within the field of communication and marketing.

And in doing so we start by immediately clarifying the difference between customer care and customer service or customer support so as not to create confusion.

Let’s begin? 😊

In Italy, the term “customer care” means generic “customer assistance” but, in reality, it is not entirely correct. If we talk about actual customer care, in the marketing lexicon, as we saw in the introduction of this article, we mean a broader concept, it is the care for customers by a brand and a company. Therefore it is a strategy that pervades various company branches and departments with the aim of satisfying and retaining the end user, the buyer, creating a valuable relationship also useful for improving the brand’s reputation. On the other hand, a happy customer who also writes positive reviews full of enthusiasm is excellent advertising for a company.

Instead, customer assistance and customer service, which, so to speak, you turn to when you have a problem with a product or service you have purchased or if you need information or technical support, are part of the customer care but they are, in fact, only a part of it and have some differences.

First of all, the approaches are different. Customer care is active, or rather proactive, and is aimed at satisfying and pampering customers at every moment of the customer journey. While assistance and customer service are reactive approaches, which are implemented to respond when the customer has one or more needs, among other things, being the first to come forward with requests. Customer service intervenes at crucial moments of the relationship: when customers are not satisfied, or when they are undecided or worried about some problem. Disappointing customer expectations at this stage means losing them. To put it briefly, if the company cares about the customer it can be seen in times of need.

But what does customer support do? It provides support and information, before, during and after the sale, technical assistance, but also manages complaints, returns and complaints.

As? On the phone, remotely, perhaps via chat or email, or in person, such as at the counter. Always with kindness and patience and responding precisely and punctually.

Having explored the terminology and addressed the differences, let’s now look in more detail at what customer care is.

Customer care concerns all the touchpoints (physical and digital channels) with which customers can come into contact in the customer journey, before, during and after a sale, to provide them with a pleasant and satisfying experience in all these interactions.

What are the channels? The shop, the store, the chats, the social media, the emails, the telephone, the newsletter, etc.

Therefore, in all channels, responses to customers must be immediate, complete, personalized and kind, both online and offline. The staff must therefore be adequately prepared and trained because they represent the brand when they come into contact with a customer, potential or otherwise.

And so the brand tools used by customers must be designed to be intuitive, immediate and accessible, such as the website. Navigation and access to information must be simple, contacts must be clearly visible, thus giving great importance to the user experience already in the design phase of a website.

The use of reports to monitor the results and satisfaction of each customer is also part of the customer care process, in order to understand whether the objectives have been achieved but also how to improve.

Customer care is also defined based on what it shouldn’t be. In fact, it is good to know what mistakes you should not make with the user you are targeting. Otherwise, angry and negative reviews, in this case, are just around the corner.

What are these errors? Below are the main ones.

Ignore requests and complaints. The impression is that of a company that does not exist and that does not consider those who support it with purchases.

Downplay the customer’s complaints and do not apologize for misunderstandings and errors.

Rudeness and irritated tone of voice. Assertiveness, courtesy and humility are winning characteristics.

Cold and impersonal communication. You have to make your customers feel important.

Complicated and almost bureaucratic procedures that make you lose patience in the event of assistance, complaints, returns, etc.

Very long lead times to get an answer or solution to the problem.

Maybe you had a different idea and now you have discovered what customer care really is. So if you think you need someone expert in customer support and customer service for your company, find them right here on Jopla. They can work remotely or on-site if near you, in Rome, Milan, Bologna, Naples, Turin, Cesena, San Lazzaro di Savena and other Italian cities. And you get numerous benefits in managing the employment relationship.
Do you specialize in customer support, or do you think you’re good at it, and do you want to look for work or expand your customer base? Sign up for free at Jopla and discover the many advantages of working with us.