Is your digital customer care making people angry? Here are some reasons why- and how to fix them.
Not too long ago, I was clicking through some clicky
Quotes are tricky
And the thing is, I’d bet most of these quotes are in offices somewhere. They are very inspiring, and every company wants to provide the best in customer care. Most think they do. 80% of companies believe they provide superior service.
Trouble is, only 8% of consumers agree.
It turns out there is a huge disconnect between the way businesses perceive their customer service and the way their customers do. This is especially true in the realm of digital customer care, in which your business
There are usually three broad reasons why your digital customer care isn’t working. And when it isn’t working, bad things happen.
The Weight of Poor Customer Care
Your customers should not feel this way
Have you ever been standing in line at a grocery store, frustrated at how long
That’s not the case for nearly any other business. We’re flooded with options. We can look up competitors while waiting on hold. And that’s dangerous for businesses. Look at some of these numbers.
78% of customers left a sale because of bad service. That means that when they were waiting on hold for
55% of people will give up in their attempt to make a purchase without a quick answer. This might be due to waiting on the phone, waiting for an email reply, or being transferred around.
2/3rds of consumers consider more than one brand when making a purchase. The idea of brand loyalty, always shaky to begin with, has been erased in the Age of Choices.
1/3rd leave a brand after one bad experience. When Fitzgerald said there are no second chances in American life, he was talking about customer service (he used to have a lot of discussions about it with Gandhi).
91% of people will not willingly do business with a company after bad service. They may have to if they are contractually obliged, but they will talk about it on social media, and leave as soon as they can.
But those challenges are also opportunities. 70% of people will be happy to pay more for a product if it comes with good customer service, whether that product is SaaS or a new car. That’s how important it is to us. The same amount, 7 out of 10, will happily retain business even if they have a problem, as long as that problem is competently solved in their favor.
Every interaction with a customer presents a unique challenge. That might be a literal problem with a product or service, or it could be
The question every business has to ask is: what is coming between the problem and the solution? Where do we lose people? Why do they hang up? The answers come in a few places.
The 3 Main Problems of Digital Customer Care
This is...not what customers should hear.
What are the main problems people experience with customer service in the age of digital interaction? Most of it comes from the transition between digital and personal, and between people.
Too Many Contradictory Points of Reference
Do you have a Twitter presence? Probably, right? How about Facebook? Instagram? LinkedIn? A website? Hopefully, you have all of these, and presumably even more channels. And that’s great: you should! The problem comes when these aren’t all on the same page. It is ok, and good, to tailor different messages to different
Loss of Information Between Channels
The great thing about having all of these channels is that there are so many ways for customers to interact with you. The problem is that once they have entered information or started the process, they don’t want to do it again. A lot of companies have different gates to collect information, but that data isn’t transferred to sales or to customer service. Then the customer has to start over. That can lead to a lot of hangups.
Loss of Information Between People
It’s the same thing when talking to people. It’s understandable that a CSR or salesperson may have to transfer a customer to another person who is more of an expert. Most customers prefer that to having someone struggle over coming up with a solution. But when that person isn’t briefed on the problem or the concerns of the customer, bad things will follow. Often containing bad words.
What do all of these have in common? They are frustrating. They involve a lot of redundancies. They require people to wait, start over,
So What Do Customers Want From Their Digital Care?
When customers ask, you need these answers
Great question. Here are four ways to minimize frustration and provide tailored, personalized, and helpful digital customer care.
What this boils down to is pretty simple: collect information, and use it in an intuitive, easy way that lets customers know you actually have their personal best interest in mind. Avoid redundancies, ease frustrations, and use technology and communications to pave over gaps between machines and people or between people.
That’s the kind of digital customer care that remembers to care. Doing so can reinvigorate your company, create closer cooperation, and improve every aspect of your business. Remember that “the best way to find yourself is in the service of others.”
That, happily, actually was Gandhi.
Understanding how to connect with customers from the first point of contact through any issues they might face after contact is part of a seamless digital care experience. At RDI-Connect, we focus on making sure every prospect and customer
RDI Corporation was founded in 1978 and is headquartered in Blue Ash, Ohio. We provide precise business solutions through a fully integrated outsourcing model and our clients ranged from mid-sized corporations to distinguished Fortune 500 companies.