In the last of a series on customer services, today i”l outline four things you CAN do to reduce the effort needed for customers to enage with you.
I think I’ve made the case that its reducing dissatisfaction that drives better performance than providing more WOW moments to increase satisfaction.
In a customer care situation, whether it’s on the phone or through self-service options, some of the key problems that affect the customer’s ability to quickly resolve problems include:
- Repeat contacts (issues not solved first time)
- Channel switching (phone, to website, mobile to laptop, phone to personal contact)
- Transfers (to a more qualified person, to a supervisor)
- Repeating information (didn’t get it, didn’t get it right, new person, no access to your file)
- Generic service (person, robot, chatbot)
- Policies and processes customers have to endure (maybe good for the company but not for us)
Research found that customers who faced low effort getting problems resolved were 94% more likely to repurchase and 88% more likely to increase spend.… Read more
We’ve been told time and again to delight our customers, to WOW them with our exceptional service.
When we exceed customer expectations then loyalty increases.
Yet recent research may show that instead of delighting and wowing customers we should make out interactions effortless… or thats what i said last week.
So how much effort should we put into surprising, delighting and WOWing customers?… Read more
… for your customers.
Recent research has shown that effortless service (service that consistency delivers on hygiene factors) is much more likely to increase customer loyalty than WOW service that fails on some hygiene factors. This is a follow on to last weeks post about motivation and hygiene factors in customer service,
What do I mean by effortless service. Two examples…
First example, I recently changed my phone and upgraded to iPhone 8, through SingTel.… Read more
Well yes, that sort of hygiene is important, but “Hygiene factors” in building customer service are significantly more important than previously thought and significantly more important than delighting your customers.
Frederick Herzberg introduced concepts in the 1950s that have revolutionised the way we look at employee motivation in the workplace and these have now moved into motivating customers in business. His theory introduces two separate scales measuring employee satisfaction.… Read more
Here’s why I think that; its not because they can’t, but because to do so is not in their or their shareholders best interest.
Increasingly, businesses don’t generate profits. They generate capital gains.
Here’s the US opportunity… if your company makes profits, it will have to pay taxes on them. (nominally, in theory, 35%) Then you and your investors will have to pay taxes on them again when they’re distributed to as dividends.… Read more