The Retention Factor with Rosanne D'Ausilio, Ph.D.
- Best in class? Industry average? Laggard?
- Customer Service Priority
- People Process Technology
According to a Customer Experience Impact Report (Harris Interactive), 85% of customers will pay more to the company that provides them better customer service. Are you one of them?
At the same time, 82% of customers stopped doing business with a company because of bad customer service--up from 59% just four years ago—almost a 50% increase. Are you one of them?
The Aberdeen Group reports that of best in class companies:
91% provide customers the ability to track issues over the web 57% measure support center success across email, chat, web, and voice 62% use integrated voice response (IVR)
Are you one of these statistics?
Additionally of best in class adopters:
70% use customer feedback to make strategic decisions 50% of industry-average organizations do 20% of laggards do
Where are you? Best in class? Industry average? Laggard?
Have you made customer service a priority--not only in intention but in action as well?
This column is about retention so it’s important for you to know that 91% of unhappy customers will not willingly do business with your company again (White House Office of Consumer Affairs, Washington, DC).
Now we don’t want to give you a disease without a cure. We believe the cure lies on the people side. While we acknowledge good service is three-fold: people, process, and technology, I believe without the people it doesn’t work.
So a simple solution is to get the right people. Hire for attitude, and then teach aptitude.
Once hired, provide customized, highly interactive, in real time, world class training such that your people have the skills and the ammunition to deal with today’s customer-- who by the way is much more sophisticated than the customer of the past. And don’t do one shot deals. Provide ongoing training to keep morale up, motivate, inspire, and most important, acknowledge your people.
If a customer can handle their request, question, problem, or issue via self service 24/7, they don’t need to speak to a human. However, if they can’t get their needs met through a website, chat or text, then the contact is escalated to a human. By that time the customer is upset, sometimes enraged, sometimes fearful it’s their fault and so they become defensive and the person on the other end of the line needs to know how to handle that person respectfully and in such a way that they can move them to a productive interaction in a timely manner.
As always, your comments, feedback, questions, and suggestions are welcome.
For more information, please visit Rosanne's TNNWC Bio.
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