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West Corporation

Posted on April 12, 2013 by West Corporation 


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But You Called Me: How Companies and Customers Can Win in the Customer Service Game

Have you ever received a voice message from a company you do business with requesting you call them in regard to your account or a purchase? This type of message likely piques your curiosity and ultimately entices you to give them a call.

Now, how many times have you called back and were barraged with a choice of options on the automated system? Even if you are the savviest of users of automated systems — who understands that if you take the time to choose the right option, then your call is delivered to a customer service representative who can actually help you — you would not be sure where to start.

After bouncing from representative to representative to finally reach one who can help you, you are asked for the third time, “How can I help you?”

You respond with, “Ugh! You guys called me!”

By keeping track and leveraging context of customer interactions through various engagement channels, companies can personalize these interactions and increase customer intimacy.

For the above scenario, the automated system could have acknowledged me upfront and intelligently sent me to a representative who could have greeted me with, “Thank you for calling us back, Mr. Robeson. We have a question for you about a recent purchase.” It would have been a much better experience.

Organizations can save themselves time and cost, as well as increase customer satisfaction, by making sure the right hand knows what the left hand is doing. It is a win-win situation.

Organizational Wins

  • Consistent brand experience across all customer engagement channels, including Web, mobile, automated system and representative
    • Because customer satisfaction equals customer loyalty
  • Reduce transaction times and cost by streamlining the automated system transaction and sending the customer to the correct representative the first time

Customer Wins

  • Reduce customer effort by tracking experiences and context of interactions or the idea that, “It is easy to do business with Company Y”
  • Increase the level of predictability or the idea that, “I don’t mind contacting Company Y because it is likely they already know what has happened and it won’t take long to get an answer”

Remember that the company called you first, so to acknowledge the fact they called you is the least they can do when you call them back.



West Corporation

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