Over the last several weeks, we’ve taken a look at Shep Hyken’s 2020 special report on achieving exceptional customer service. To wrap up, let’s take a look at what attributes help separate a great from a poor experience.
There are a number of positive factors, of course, as Hyken notes that “strong knowledge or expertise, a fast response time, and personalized care and support” were influential on whether a customer felt he or she had a good experience. Less important was convenience, despite the fact that 70% of customers were willing to pay more for it: “It means that not enough companies are providing the convenience that customers crave.” Dead last was whether the company used the customer’s preferred channel of communication.
But what was the single most important characteristic of exceptional customer service? “More than anything, it comes down to simply being treated like a valued customer,” Hyken continues, adding, “It means being treated with kindness and respect—in short, as an individual instead of just another transaction or account number.”
In previous blog posts, we’ve explained just how critical it is for employees to just listen to customers and demonstrate understanding. This is true for both sales and for dealing with complaints. This leads to the other side of the coin: what factors influence a negative experience the most?
Nearly half of the respondents to Hyken’s survey reported that rudeness or apathy was the leading pain point in their poor customer service experiences. Also high up were customers who reported not feeling like they were valued, as well as feeling like they had to repeat information over and over.
Again, employees have to listen and understand. Customers who aren’t being treated with enough respect to simply be heard are going to move on to someone who will show that respect. This isn’t even a new problem: “Back in the 1980s,” Hyken notes, “Technical Assistance Research Programs, Inc. (TARP) found that 69% of customers stopped doing business with a company because of a perceived attitude of indifference from representatives.”
Hyken’s last thought on this matter matches what we believe exactly: “Rudeness, apathy, and not being treated like a valued customer are soft skills. That’s a good area in which to invest—basic customer service/soft skill training.” In other words, the most successful companies double down on their human element. Don’t lose customers over something so simple.
Let us help you with that. The Brandt Group specializes in employee development and profit enhancement through our world-class mystery shopping programs. Whether in-person, over-the-phone, or via the web, we can help you strengthen the human element of your business to help build your company’s future on a foundation of exceptional customer service. Ensure your customers know they are more to your business than a transaction or account number today. What are you waiting for?
