One piece of customer feedback, 8 lessons learned

What are you learning and actioning from your #Customer #Feedback?

There is so much value in feedback. Even a single Trustpilot review can deliver a huge amount to think about.

Not actioning or considering the implications of feedback is a complete waste. I am in NO WAY criticising the brand involved here, I randomly came across this piece of feedback for a consumer banking brand.

So treating this as a test case, here’s what we can learn from one piece of feedback:

1] The customer has been happy for 6 months before needing to contact customer services for the first time. The first 6 months are critical in establishing a strong relationship.  Could the brand have pre-empted, acted more proactively and reached out to the customer in that first 6 months with some human-to-human contact?

2] The first time a customer needs to get in touch with the brand is a key ‘moment of truth’. The customer perceived they could only call customer services in an emergency. What does this say about the relationship between customer and brand? Even for ‘online first’ brands, discouraging phone contact is fine when you have other foolproof ways for people to get in touch. Like live chat for instance…

3] The customer claims it took 2 hours to connect to ‘instant chat’? This needs some looking into – what are the up/downtimes like for live chat? How can customer needs be catered for when live chat is down or unavailable? Something feels wrong here.

4] The chat agent only hung around for 5 minutes before ending the chat. Given the experience of live chat, this feels counterproductive. We all know it can take a long time for agents to respond to us so perhaps we should give customers more leeway in the time they take to respond?

5] 10+ hours to respond to an online contact form isn’t so bad when you set customers’ expectations. So be clear to customers how long it will take you to respond. Tell them several times, tell them clearly. It’s ok to take 24-48 hours to respond if you’ve set this expectation clearly.

6] When this person had managed to speak to an agent, they had clearly gone through a difficult experience already. Faced with a bored sounding agent is simply throwing petrol onto a fire. No one has the right to make the customer “feel horrible”! This feels like the ultimate fail. Training call centre staff to expect, anticipate and effectively manage customers who are in this situation appears to be key. Let’s face it, it is pretty rare these days for a customer to have their first touchpoint with a call centre agent, and this instance is no different.

7] Being on hold for 7 minutes – even for 2 minutes which feels like 7 minutes – is not good. What could the brand do in this instance to prevent the customer from having to wait? What value could they be delivering to the customer in those 7 minutes? Could they offer a call-back?

8] A call-back that doesn’t happen? This feels pretty poor, a ‘real-life crime against the customer’. Set expectations clearly “they’ll call you back in the next 24 hours” is better than a promise of a call today that you can’t keep.

The result of all of this? The customer feels very disappointed, trust in the brand has broken down and they are contemplating switching away to another brand.

So many opportunities to avoid this result.

#CX #CustomerExperience


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