Written by Vivek Jaiswal | Co-founder, Customer Guru
Customer experience can be a defining factor for a lot of companies today. More and more companies compete to satisfy their customers as much as they can, however some don’t always notice why customers still remain displeased. These five undisclosed reasons may give you a slightly deeper insight in how to clean out the rust in your customer experience management.
1. Metric Maniac
Although certain metrics can be very important for a business and its customers, avoid obsessing over it. Obviously, numbers do matter but a short term fascination over them will end up hurting you more than benefitting you; despite the impressive numbers, your customers’ satisfaction may face a downfall.
For example, if employees are given a goal of improving the Net Promoter Score® (NPS) for their company, they may resort to unethical methods to get a high NPS® on paper. Methods such as insisting customers to provide good feedback, only asking the happy customers for feedback etc. This will ensure that the score looks bright and shiny, but inside it could be as meaningless as one could imagine! Don’t let your employees get carried away by the metric itself, rather train them to focus on delivering exceptional customer service and the positive ratings will come flooding in. Remember, there is no specific metric that encapsulates the quality of your customer service. Emphasise on quality over quantity and you can ultimately streamline your attention to the customer.
2. Superficial Determination
Often, when a customer contacts your company with a complaint, it’s one of your customer service representatives who responds and reacts to the problem. Your customer service representatives are one of your company’s greatest assets. They are on the frontline, interacting with customers and, with the right people in place, your company will shine in the eyes of your customer. On the other hand, if you have a weakly-structured customer service team, your customers are left to bear the brunt of your carelessness. Low or superficial determination to deliver a good customer service can lead to even lower customer satisfaction and potential detractors.
Train your customer service representatives to an extent that customer satisfaction becomes their passion. This is exactly why Amazon puts every employee in the company through two days of call centre training every year. Be it a software engineer or the chief financial officer, Jeff Bezos wants employees to acquire humility and empathy for the customer. In addition, show your employees that you appreciate their work and find new ways to motivate them every day. Many a times, these qualities on the frontline are a reflection of a customer centric leadership. It is ultimately the CEO that drives a customer centric culture in an organisation. The CEO must be seen and heard, expressing a genuine sense of urgency, commitment, and passion towards customer centricity.
3. Not Investing in Automation or Technology
A lot of companies fail to make the right investments in their customer service department. Many a time, this department is regarded as the biggest cost centre that exhausts the company’s budget; something that costs a lot, but doesn’t contribute at all to the revenue. This is the worst outlook one can have about the customer service division.
On the other hand, successful companies know how crucial customer service interactions are. They don’t look at the customer service department as a liability. Such organisations know that if a customer’s complaint or feedback is handled well then they have found a place in the customer’s heart. Not only will the customer come back to the company, but he/she will also promote the brand to friends and family.
If you invest in worthy customer service solutions, such as cloud help desk technology, it would make it possible for your company to vastly improve your customer service team’s productivity and service for customers. Give them the right tools, and customer service will prove to be the best team that generates retention revenue!
4. Self-Service Deficiency
Always make sure to facilitate self-service for your customers. This not only reduces stress on your customer service team, but it also allows for faster complaint resolution times for customers.
Often, customers themselves can clarify problems that they are facing without having to call a customer service representative. With a little bit of navigation, through an online portal or a mobile application, your company can save heaps of time on minor problems. Issues that customers are having with a product or a service can be resolved a lot faster by self-service, and, since call volumes could be greatly reduced as a result of self-service, customer service representatives can concentrate on the more convoluted problems.
5. Inefficient Channel Management
Today, a lot of companies have embraced a multi-channel approach to catch up with customers’ demands. This may seem like an efficient approach to a lot of people, but if controlled feebly, such an approach will only let your customers down.
If you aren’t able to competently handle a certain channels, then you shouldn’t be using it. Most of your customers would expect you to be able to engage and respond to them efficiently, regardless of the channel that they are using. Any trouble in using the channel will only lose you a customer and give your competitor a new one. Moreover, an impatient customer may even turn into a detractor. Companies, sometimes need to switch channels as the previous one may not work well. At this point, avoid making your customer start all over again with the new channel. Rather make their transition smooth and keep them satisfied.
The problem with these reasons of bad customer experience is that they are not obvious and customers will never point to them directly. You have to really look closely and look for these gaps with an unbiased mind. The good thing is that once you have identified any one of these as a roadblock in delivering exceptional customer experience, the road to recovery is pretty simple – it’d just need a tad bit of commitment.