As people’s expectations evolve, customer service has become more than just answering calls. These days, to deliver excellent support, brands have to be on top of the latest trends, processes, and technologies. They must consolidate these well to provide a consistent and seamless customer experience across multiple touchpoints.
However, as more and more brands strive to execute an omnichannel strategy, it becomes increasingly harder to meet the standards of customers. In 2015, Microsoft conducted a survey among 1000 consumers in the 18-and-above age range to identify the customer support mistakes that people hate the most.
Based on their report, here are the blunders that discourage customers from doing business again with your brand.
1. Being transferred between agents (22%)
It’s truly frustrating for customers to be passed from one agent to the next before their issues are solved. If this happens a lot in your call center, it’s often a sign of much more serious problems in your omnichannel approach. It may be that your IVR system fails to route callers to the agents with the skill set needed to solve their complaints. Another possible cause is that your customer relationship management tool is outdated and thus unable to compile cross-device transactions from a single customer.
2. Contacting a brand multiple times (21%)
First-call resolution is one of the most common metrics that contact centers use to elevate customer satisfaction. However, solving problems during the first transaction isn’t always possible. The issue may be too complex or it may naturally require a second transaction or a follow-up. In these cases, you must initiate the succeeding conversations.
Call center agents and managers must therefore find the balance between instant gratification and efficient problem resolution. If you recommend a fast and easy solution that doesn’t target the root cause of a customer’s problem, they’ll have to contact your brand again. This ultimately results in a poor customer experience.
3. Failing to reach a human agent (18%)
Although most consumers are very tech-savvy, a lot of them are seeking humanized customer service transactions. People want to know that there’s a human being who understands and cares about them, and your brand should be able to provide this. For omnichannel contact centers, using robotic IVRs and other tools is definitely a no-no. All technologies you use must allow you to customize the consumer experience. Placing emphasis on your voice department also ensures that there are people who can take care of your customers.
4. Not being able to find information online (17%)
There’s a reason why self-service customer support is becoming popular. Brands are opening up more self-service channels to provide customers the flexibility they’re looking for, and customers simply appreciate brands that make this possible.
Microsoft’s findings indicate that 92% of consumers expect brands to have a self-service portal where they can find the information they need. But just in case customers are unable to locate the answers they’re looking for, make sure to provide them a way to connect with you through other means.
5. Rude customer support agents (13%)
For customers to be happy with the service they’re getting, a call center must optimize the quality of customer interactions. Aside from technical knowledge, agents must be able to empathize with a customer, listen attentively, and prioritize what they need. While focusing on employees’ hard skills is a must, you must also encourage agents to enhance their soft skills to deliver a memorable customer experience.
6. Being put on hold (9%)
If you put customers on hold, they’re likely to hang up the phone and abandon the transaction. To avoid making customers wait, let them know when you can get back in touch with them. Just make sure to follow through with the schedule you’ve set.
The golden rule here is to keep customers updated about the progress you’re making with regard to their issues. They’ll appreciate this gesture and pay you back with loyalty.
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