If you are an IT professional, you are probably familiar with the term “single point of failure.” If you manage the customer retention side of the business can you identify your single point of failure?
Is it in the quality of the product, customer service, customer support, delivery or even the return process?
In a study conducted by the Gallup Group 68% of customers leave because of poor service. When nearly 70% of all customer interactions are handled by your contact center — is this your single point of failure?
Let’s break down the contact center experience even further. Take the full customer journey when they make contact. You should factor the following steps:
· Hold time
· Automated routing
· First call resolutions
· Knowledgeable staff
· Courteous reps
· Follow up steps
In a study presented by 31 West the following were the top reasons a customer becomes “enraged” during a call
60%—speaking with a rude customer service rep
52%—speaking with an incompetent service rep
40%—explaining their issue more than once
38%—being put on hold for too long
It doesn’t take much to surprise and delight customers from these human to human interactions. I see a cautionary trend in migrating live support to automated. It may save you money in the short-run but in the long-run may impact the customer relationship.
I’d love to hear how some of you have built a culture of serving your customers to increase loyalty and retention.