Monthly Newsletter
Online Newsletter for Call
Center Personnel
Rosanne D'Ausilio, Ph.D. Editor and Publisher
Volume XXII, Issue 3
Date: March 1, 2011
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How Many Applications to View Your Customers
There is no better way to kill a customer’s experience than having information
silos in an organization. A customer’s information and interaction history
across channels should be seamless and available to each department. Otherwise
you risk making the customer repeat information he or she has already provided
which is very frustrating to say the least.
For example, have you ever received an offer to purchase a product you already
have? Have you ever been offered a special upgrade discount for a product you
don’t own? Have you ever called
technical support and answered the same questions over and over as your call is
passed from one customer service agent to the next? Have you ever been treated
as if you were unknown to the company, after having called on the same issue
three times during that same week?
A few years ago a telephone company (which shall remain anonymous) had two
centers, one for telephone support and one for email support.
However, the two were separate and the left hand did not know what the
right hand knew. So if you were to
email and not get the result you wanted and escalated to a phone call, that
person had no knowledge of your email experience, or even if you had sent an
email. This was and is a terrible
exposure to any company.
This frustration/upset/anger/time waster eliminates, lessens, and/or kills
customer satisfaction and loyalty—two things in today’s marketplace that are
(hopefully) sought after by all companies.
Yet, here are the statistics on how many applications it takes to access
customer inquiries. As you can see
the majority of respondents reported it took 2 – 5 applications.
Only 3.7 said just 1 application to truly see the customer.
Now from the customer’s perspective, their interaction across the contact center
is one experience… be sure it is not broken up when they navigate across
channels. Do not create silos!
Here’s the good news. With a single
customer view, you can improve customer service, customer satisfaction, and
customer loyalty and at the same time eliminate inefficiencies.
You can also position yourself for higher growth and profitability for
the future.
© 2011 Human Technologies Global, Inc. All rights reserved. http://www.human-technologies.com