When your service fails, where do your customers go for self-service?


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Here’s a hint: it’s not your company’s web site.

We’ve all been there. Frustration after a poor IVR or call center agent experience makes it seem simpler to go online to see if you can solve your product or service questions yourself. Studies show that frustrated customers turn to social media channels to look for help. From swapping unregulated home fix-its or publicly venting about frustrations, more often than not customers are going online – and not to your web site.

Now here you are tracking, monitoring and responding to social media attacks. Where is all of this negative sentiment coming from that is making you chase smoke? Few companies take an inside-out approach about the customer experience and social media so they get the negative social media chatter to chase. Your dial-to-disconnect call analytics should be telling you what is causing the failed IVR experiences or the failed interactions with your agents so you can deal with these internal issues (like being wrongfully disconnected, routed to an agent ill-equipped to answer the questions, unable to trouble shoot, etc.). Social media venting is not a customer-focused service channel.

We talk a lot about dial-to-disconnect call analytics as an effective means to proactively direct an organization and that is even more important now. Pay attention to how you will handle the trend that has emerged – when callers fail to get the answers needed through the IVR or the call center, they go online. And, when using social media as a self-service channel the result is often erroneous information that lands them further down the rabbit hole of customer dissatisfaction.

Where do you think these customers went next? Twitter? Facebook?

“I don’t understand the point of speaking my selections to your automated service if it gets me nowhere but disconnected. Twice I dialed your service line, spoke my selections and was met with, ‘Thank you, good-bye’. What a waste of time.”

“I called my car insurance agent directly to speak to him about my pending claim only to be continually re-routed back to the main customer service line. Not sure what the point of having a ‘dedicated agent’ is, if I can never reach them.”

“You have an apparent problem with your dryers overheating and burning clothing, as stated by many forums on the internet. I will never buy your product again and I will spend more time reading reviews online before I buy anything over $200”.

“I was simply trying to return an item I purchased online but every time I called to get information on where to send it back to, I could never reach a live agent and was continually disconnected by your automated service. I finally went online to do a search for my nearest store location and had to return it in person.”

Happy Wednesday!

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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