Case Management and Customer Loyalty

What do customers hate most about bad customer service? Well according to this survey by ClickFox a few common things get customer’s blood boiling. The top three were:

  1. 42% hate having to speak with multiple agents and start over every time
  2. 17% hate being kept on hold or not getting what I need on the first try
  3. 14% dislike rude or inexperienced representatives

Let’s address each of these issues in turn, understand why they occur and how the issues could be addressed.

  1. Multiple Agents and having to start every time. In the perfect scenario the customer would only have to speak to one agent who would be able to completely understand their problem and resolve it at the first point of contact. In reality this isn’t possible. For example in many larger organizations with multiple product lines or services the first line of service exist to triage the problem or to resolve the most common problems. Resolution at the first point of contact  in many organizations would not be possible without a great deal of training. Whether we like it or not the issue of multiple agents is here to stay. The big opportunity for service providers is to better manage the frustration of the hand off and eliminate the customer having to start afresh with each new agent. What if we could deploy a customer service solution that could manage the end to end process, orchestrate multiple employees and integrate with multiple line of business applications and eliminate having to restart the process with every new service agent?
  2. On hold. Ok everyone hates being put on hold. In reality when put on hold the agent is probably frantically switching between poorly connected business applications to retrieve the customer information. What if the customer service representative had a 360 degree view of their customer?  What if the customer  service agent had rapid access, via their desktop web portal to customer information where ever it resides in the organization?
  3. Rude or inexperienced representatives. I found it interesting that rudeness and inexperience were tied together in this response. I’m of a firm belief that customer service rudeness and inexperience are closely related. In many occasions what the customer feels is rude service is in reality an employee tied by his or her employer to inflexible business processes. The employee has no authority or empowerment to use their initiative to resolve the customer issue. This lack of empowerment leads to high staff dissatisfaction, high employee turnover and ultimately inexperienced representatives.  What if the agent was able to go off script, to modify their process if necessary in flight or choose alternative paths or approaches to resolve the customer problem? Would this empowerment higher employee satisfaction, lower staff turnover and eliminate the perception of rudeness and inexperience.

The three customer problems outlined above are all classic reasons for deploying a Case Management solution. The objective of case management applications include the integration of multiple line of business applications, the delivery of a 360 degree customer view and employee empowerment. Management of many customer service interactions is done today using CRM applications that quickly run out of steam when asked to manage anything more than a simple workflow and don’t adequately address the top three issues above. When we integrate CRM with a Case Management business application however we have the opportunity to address these customer problems and begin to transform how customer service is delivered.

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