Who hasn’t been on the receiving end of a forgettable customer service experience? Everyone has a horror story to share. Based on a recent experience, though, there may be hope for better service.
I had the most gratifying experience while on hold the other day.
Yes, you read that right.
While patiently waiting to discuss an erroneous charge on my credit card bill, an automated voice informed me, “Your experience is important to us. If you’d like to participate in a short survey after this call, please press 1 now.”
Being invited to take a survey sounds like an odd reason for celebration. But the experience suggests that my credit card company is taking customer satisfaction seriously. Instead of, or perhaps in addition to, metrics such as calls handled per hour, time spent on a call and time-to-resolution, the company is also seeking metrics that shed a light on customer satisfaction.
Frankly, it’s a welcome change, and one that’s long overdue.
We’ve heard plenty about the price of poor customer service, and the numbers are pretty grim. A full 89% of consumers say they’ve stopped doing business with a company after a poor experience. Worse, 95% of disappointed consumers say they’ll share their story, and with up to 15 people.
Bridging the Reality Gap
Losing a single customer is unfortunate, but potentially losing 15 more is a nightmare and something no company can afford.
My credit card company appears to understand that fact. They’re trying to avoid falling into the “Customer Service Reality Gap,” a place where 80% of companies profess to deliver outstanding service, while only 8% of their customers agree.
That they’re eagerly seeking my feedback about the outcome of my call indicates they have confidence in the ability of their customer service representatives to deliver an outstanding experience.
It’s probably a good wager on their part. That’s because 73% of consumers say that friendly customer service representatives can actually make them fall in love with a brand. In my case, the credit card company believes that the one-to-one, human interaction between service rep and me will win the day by resolving my issue quickly and to my delight.
Plus it’s 2-1/2 Times Better for Business
For them, my satisfaction is good business, especially when you consider that 81% of organizations with strong customer service operations outperform their competitors.
And by falling in love with their brand, I’ll likely spend more. According to the Harvard Business Review, customers who had the best service experiences spend 140% more than those who had the worst. In essence, my credit card company is saying, “If Holger isn’t just happy but actually thrilled with the service we’ve delivered, he’s more than twice as likely to reach for our card, and not someone else’s, for his purchase.”
The fact that my credit card company is focused on my satisfaction is something for which I’m grateful. But it’s just the beginning, and I think they can do even more.
With the trove of data they’ve accumulated about me – how much I spend, where I spend it, the fact that I fly to Munich every week – they can personalize my experience even more. They can get me discounts for certain purchases, provide extra points for others, better monitor my account against fraud – the possibilities are endless.
Then I’ll really fall in love with their brand.
This blog post has been re-published by kind permission of Holger Reisinger – View the original post