Customer experience inconsistencies breed competitive shoppers.


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A major risk to any organization is inconsistency. We know that customers have expectations and we assume they expect exceptional service. But, first thing is first…the basic functions of the interactions with your organization need to be correct. When customers experience a fundamental breakdown or inconsistency with an organization, the entire relationship is questioned. Organizations must be consistent in all areas of the relationship with their customers, from correct billing transactions to post-sale customer service assistance. Inconsistency will make otherwise happy (and “savable”) customers into competitive shoppers. Our business partners seek the ‘knuggets’ of wisdom in their real-time post call surveys to reveal true customer pains that define risk to the organization.

“The big problem I have is getting told different information by different customer service representatives. The last representative I spoke with, who said her name was Sally, I wouldn’t let that lady try and take care of my dogs or my cat. She is not a nice lady.”

“Sometimes when we have to call [the human resources help desk] several times regarding a particular situation we get different advice. For instance in this particular case, I was first told that lactation breaks [during work hours] should be unpaid however we should allow the employee to lactate. The employee then called human resources and was told that we had to allow her paid breaks for her to lactate. I feel this was not a good experience for either the employee or the manager.”

“I have not received my gift card so I can purchase a new phone. Therefore, I had to pay cash out of pocket. The card was supposedly shipped out of the 6th of this month. Today is the 26th. It’s been far too long. Apparently they have to send out a check now. Now all my bills are backed up because of it. I have the potential of being homeless, and therefore losing my job. Thank you.”

Republished with author's permission from original post.

Jodie Monger
Jodie Monger, Ph.D. is the president of Customer Relationship Metrics (CRM) and a pioneer in business intelligence for the contact center industry. Dr. Jodie's work at CRM focuses on converting unstructured data into structured data for business action. Her research areas include customer experience, speech and operational analytics. Before founding CRM, she was the founding associate director of Purdue University's Center for Customer-Driven Quality.


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