How to Deal With Bad Customer Experiences
Enterprises are turning to the IT organization more frequently to help them improve the customer experience. Clearly, much of this is driven by social media: One badly handled phone call by a company service representative could lead to a scathing tweet or Facebook post that's sent out to hundreds or thousands of an individual's friends and followers. No business wants that. However, too many are investing most of their efforts into building a satisfied customer base, when they should place a greater priority on easing the pain of product and services resolution exchanges, according to research from CEB (formerly known as the Corporate Executive Board). The resulting report, "Blinded by Delight: Why Service Fails and How to Fix It," reveals that a lot is riding on complaint resolution, specifically with regard to making it easier and faster to correct a problem. For example, while modern technology offers a wider range of choices to contact organizations (texts, social media, forums, etc.), customers would much prefer to streamline these options, while also improving the service-call experience. "Certain service experiences are far more likely to cause customer churn than others," according to the report. "Specifically, customers will punish organizations that require them to expend a great deal of effort to handle their service request." More than 97,000 consumers and business customers took part in the research.