It can be difficult to measure customer satisfaction. Some companies may rely on the fact that a lack of complaints lodged by a customer care center indicates consumers are happy with products and services. The problem is customers may not reach out because they feel contacting a company won’t help their issues. This leads to consumers stewing in frustration and businesses operating on incorrect assumptions.
A company must prioritize its customer outreach and care procedures to ensure consumers see the organization as a useful resource.
When dissatisfaction goes unspoken
When a customer has a problem with a product or service he or she may feel complaining to the business responsible is futile, and according to Consumer Reports modern audiences are less likely to reach out than previous consumer groups. In 2011, 50 percent of respondents to a national research study said voicing a problem to a company is pointless, and that number rose to 61 percent in a 2015 study.
Juliet Mumford, an expert with the Intelligent Insight marketing research company, said customers are very hesitant to contact support professionals when they have trouble. In a case study, 8 percent of in-store shoppers lodged complaints at a customer service desk, 23 percent just took their issues to the closest staff member and 69 percent didn’t speak to any employees.
It’s great if other members of a company can handle customer service responsibilities, but if consumers avoid care centers companies miss out on valuable data and the care department can’t do its job.
Plus, just because people don’t voice complaints to businesses doesn’t mean they aren’t sharing their dissatisfaction with families and friends. New media tools make it easy for consumers to shout business criticisms to large audiences.
Companies want consumers to complain to customer care centers. Customer Experience Insights advised businesses to encourage feedback by making support options very easy to find. Every business’ location and online resource should provide contact numbers and multiple communication channel options. Marketing materials should go out of their way to ask for questions and concerns.
Care agents who use social media solutions can go looking for complaints. Software that monitors social media for certain keywords or activities may indicate what consumers say behind a company’s back.
The best way to encourage customer interactions is to demonstrate how effective support services are at dealing with problems. A care agent should log the details of every successful resolution in a central database. The business can use customer relationship management technology data to create marketing content. Customers who receive excellent service may also share stories to potential audiences. Every single interaction can build a brand of empathy and effectiveness.
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