At Podcast Motor we are about podcasting. We love creating, producing, and refining podcasts of all types and genres. We also take customer service and customer support very seriously. When thinking about how podcasting and customer support are intertwined, we couldn’t help but notice a few similarities.
Both mediums revolve around communication, voice, and empathy. We love the intimacy of creating or producing a popular podcast that affects listeners with emotion created through the tone and inflection of the host’s voice. In other words, the host has empathy for the listener and their entertainment or educational needs.
The number one skill that a customer support technician can have is empathy. Support for the product or service can be learned, but empathy is a more innate and personal skill. Customers want to feel like the support person they speak with has a genuine interest in helping them.
They want to get accurate answers to their questions in a fast way that shows your business values their time. Today, we are going to share a few principles that successful podcasters use that could also be applied to successful customer support.
And if you’re new to the world of podcasting, you may want to check out a podcast checklist that discusses the ins and outs of starting your own podcast.
Take feedback to heart and keep improving
Peter Drucker who is known as the man who invented modern business management and wrote 39 books on the subject said, “If you can’t measure it, you can’t improve it.”
This is true for most endeavors, but especially true for customer support. According to McKinsey research on customer experience, 70% of buying experiences are based on how the customer feels they are being treated.
So how do we know how customers feel? You ask them. This is why customer surveys and feedback are so important. Having a quick survey at the end of each transaction can help get a gauge on how the transaction went, but training representatives to listen to legitimate complaints and issues may be a better way to hone in on potential issues.
According to Lee Resources International, for every customer complaint there are 26 other unhappy customers who have remained silent. So if a customer volunteers negative feedback, it might pay off to actually take note and see if there are areas that can be improved upon.
The same principle holds true for podcasting. When your target audience let’s you know what they want, it pays to listen to them.
Make a personal connection
Personal connections build goodwill and create raving fans. Another statistic from Lee Resources is that 70% of customers who have a complaint resolved will do business with that company again, and a large percentage of customers are willing to pay more for excellent customer service.
Addressing the real customer issue and personalizing the solution can build more loyalty than never having any issues in the first place. The need for connection is a basic human trait that goes a long way in relationship building for customers or listeners.
Be ready when opportunity knocks
Oprah Winfrey said, “Opportunity knocks all the time, but you have to be ready for it.” Podcasting has opened many doors for podcasters who were ready to take action when the opportunity presented itself. From book deals to TV series, being ready is a prerequisite of seizing amazing opportunities and building a community around the people who listen to their podcasts.
The same thing goes for beginning a podcast and creating an amazing customer experience. When a problem does arise, think of it as an opportunity to fix an issue and convert a customer into a fan.
Keep growing your brand
Podcasting is amazing for brand growing. Sharing your unique perspective along with all of the amazing networking opportunities that podcasting presents are all growth opportunities.
Having a reputation for quick, friendly, and helpful customer service will grow a brand better than the most expensive ad campaign. Actual customers sharing positive stories about their support experiences creates viral brand ambassadors.
Leveraging your assets and friendships
People and human capital have always been the greatest asset of businesses. Support professionals who make customers feel like a friend are leveraging this greatest asset of relationships.
Not many people are eager to make a support call. If you can make the call a positive experience, it is a win for both sides. Interview podcasts are a classic example of leveraging relationships to create positive growth experiences.
Continue to measure and adjust as needed
Listening to customer feedback is just one method of measurement. Finding a way to quantify the metrics that apply to a business, support team, or podcast will create valuable data. This data can be used to make improvements and adjustments as needed.
Make personal development a priority
Podcasters love personal development. Just the act of trying to create something better than the day before is a form of personal development. Customer experience professionals who challenge themselves to create win win situations need all of the support they can find.
Dealing with the public takes patience, ingenuity, and charisma. People who understand basic people skills along with a bit of human psychology have the most success. It is also a nice perk to reward support people with books, tools, classes, or other information to empower them to do their best.
Don’t be afraid to share authority
Nothing is more frustrating than wanting to help, but not having the power or authority to do so. Giving support people the authority to make decisions and fix problems without going through tons of red tape is the most efficient method.
It is a win win and everyone feels empowered and has a quick and positive experience instead of a frustrating nightmare that causes a business to lose customers. The same holds true for podcasters. Delegate what you don’t have time for or are not the best at. Empower your support people to do what they do best, so you can focus on what you do best.