We all hold the common assumption that satisfied customers drive loyalty. We do all we can to ensure that our customers are totally happy with our products and services and take the opportunity to impress with our customer service provision at each interaction.
Unfortunately, it turns out that high levels of satisfaction are not enough to drive loyalty. In fact, according to a study by US technology and insight company, CEB, customers are four times more likely to end a call with your contact centre less, rather than more, loyal to your company.
Many things during an interaction can damage customer loyalty. Amongst the chief bugbears of customers are being compelled to switch channels, e.g. from web to phone; having to make more than one contact with a company to resolve an issue; having to repeat the same information; getting transferred and generally having to put a lot of effort in to get a query resolved.
And the problem may be compounded by not having the whole picture. Whilst the contact centre’s analytics may show a high degree of First Call Resolution (FCR) and low transfer rates, these may not reflect reality. A customer, having initially attempted to resolve a query on the website, later resorts to the telephone. According to the traditional contact centre statistics, that’s the first call, but to the customer this is at least the second contact and they have had to shift from their preferred method of contact to the telephone which is additional hassle.
Fortunately it is possible to know what customers think - ask them the right questions! A short Voice of the Customer survey, preferably via the same channel from which the contact was made, will help identify the truth on areas such as FCR. Surveys can also ascertain exactly how customers felt about their recent transactions and the amount of effort that they felt they had to put in.
Acting on survey feedback and eliminating the many things that annoy customers will ensure that your organisation is easier to deal with and engender significantly greater loyalty than those that don’t. How easy are you to deal with?