Creating company loyalty is obviously a top priority for any business. However, there are also those customers who rise to the top of the list for either how much they invest into your products and services or for their ability to influence and attract potential customers. These top clients deserve to be pampered and catered to for the immeasurable value they bring. Thanks to the advancement of call center technology, there are several ways that businesses can improve customer service and cater to VIP customers.
Creating a VIP list
First things first, how do you identify who is on your VIP list? While every customer is appreciated and respected, not everyone possesses the same potential for growth. Doug Fleener, an advisor on creating client-centered corporations, suggests, “One set of VIPs are customers who buy the most over a given time period. I like to measure spending over an 18-24 month period. This makes it easier to spot customers who are falling down or coming up the list. The number of VIP buyers you track depends on how big your business is.”
What about those who aren’t big spenders but have the power of influence? “These are either loyal advocates who bring in a large number of new customers, or someone in the community we benefit from being associated with,” explains Fleener. “Examples include someone famous, a political mover and shaker, and well-known business people. Call this group your Community VIPs.”
Routing your VIP customers
Now that we have basic groundwork set, here’s how you can cater to your top customers:
1. Create a VIP phone number
Creating a separate phone number for your VIPs to use when they need to reach your business fosters a white-glove, premium service environment. This number can connect to your most experienced or knowledgeable agents giving your best clients premium service for their more specific or complicated needs.
2. Use an automatic call distributor (ACD)
If you would like your important customers to call into your main line, but still receive VIP service, an automatic call distributor can route specific phone numbers to specific agents or departments. This enables VIP customers to skip the regular waiting queue so they can be routed immediately to the most appropriate agent.
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Building a relationship
Monika Jansen of Groupon sites that, “20% of customers visit your business 10 times or more, representing nearly three fourths of all visits… Loyal customers are responsible for 80% of your total revenue, and over their lifetime, they spend 10 times more.”
Pristine customer service is one of the building blocks to establishing a lasting relationship with your VIPs. To ensure agents are prepared for every VIP interaction, call center software can display each caller’s name and contact history as soon as the call comes in. Advanced call center software with CRM or helpdesk integrations can help agents further personalize calls by allowing them to use screen pops to view the caller’s complete contact history. They will be able to get up-to-date on a caller’s previous calls, support requests, emails, chats, purchases and notes before even picking up the call. Who wouldn’t love to hear, “Hi Mr./Ms. ___. I see that your product arrived three days ago. Are you happy with your order? How can I help you?”
Mega entrepreneur and Shark Tank resident Mark Cuban advises, “Make your product easier to buy than your competition, or you will find your customers buying from them, not you.” This is especially true for your VIP customers. When they need to contact you, they will probably do it through your call center. What will they hear right after the phone rings?