Customer Experience Agenda

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Looking back at last year, I am shocked by how many companies still seem to hold the view that the customer experience is their agenda to set. With a certain degree of arrogance — or is it ignorance — they ignore their customers’ desires and carry on regardless – with dire consequences.

So how do consumers exercise their power? You have probably already seen from our previous research that consumers will simply boycott companies that are not providing the experience they demand, and, as we all know, your competitors are only one click away. In addition, consumers now have the tools, via social media, to vent their frustrations and influence millions of other potential customers.

Even more worrisome, our most recent set of Customer Experience Index research shows that consumers are becoming more proactive in how they deal with organisations that provide substandard experiences. For instance, our research found that consumers have returned items, due solely to a bad customer experience — not because anything wrong with the product. This action shows a level of dedication to refusing bad treatment – one that directly affects the bottom line.

If you’re still not clear on how companies need to change their mindset, our latest insight into what consumers really want from a customer experience will help get you started.  In 2010 consumers want to banish:

  1. Being put on hold for an indefinite amount of time when calling the contact centre
  2. Having to make multiple calls or emails to resolve an issue
  3. Having to repeat themselves to uninformed agents
  4. Being ‘forced’ to interact with an organisation through a communication channel other than their preferred contact option
  5. Having to make multiple calls or emails to just find simple information
  6. Emails that only ever get an automated response with no issue resolution
  7. Not being able to find the information they need on a company’s website

Of course, it would be easier to just ignore all of the above, but if companies continually serve up experiences that fall short of consumer expectations, it will leave them open to fall foul of the new empowered and proactive consumer.

I would be keen to hear your thoughts; please comment below.

Republished with author's permission from original post.

Joseph Brown
Joseph Brown is Vice President and General Manager EMEA for RightNow Technologies. He is responsible for leading business growth across RightNow's vertical markets, territories, and partner channels in EMEA. Joe joined RightNow in 25 to spearhead its voice-enabled customer experience strategy.

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