Customer Service Surveys: Nice Answers, Wrong Questions

Dec 17, 2015 5:20:46 PM / by Sarah Spangler

Unless problems are resolved during a customer service call, phone etiquette doesn't mean much in terms of customer satisfaction

I had a great/awful experience with my healthcare provider’s customer service a few weeks ago.  My query and I were passed courteously up and up the ladder until we agreed that what I had received in the mail was not compatible with what the customer service reps knew.  In the subsequent survey I heaped praise on the courtesy of everyone I’d spoken to, with the reservation that my question remained unanswered.

That, in a nutshell, is the elephant in the customer service corner. How can your organization build loyalty if your customer support department offers misleading information because what's available to them is weeks out of date?

Many customer satisfaction surveys and metrics concentrate on phone etiquette and willingness to help.  But no matter how delightful the interaction, your customer service experiences will remain ultimately disappointing unless the question you ask has been answered.

Unless important and relevant information can be shared in a structured and timely way across organizations, customer service representatives will remain hung out to dry - unless the queries they deal with are very, very basic indeed..The delivery of service that is geared towards the customer, rather than what the organization is currently able to provide, remains one of the major challenges facing global industries.

This is just one reason why organizations need to make use of new generation issue tracking applications to help them keep tabs on critical processes, data and organizational changes, and put that information in front of the people who need it. If companies are to meet customers’ evolving expectations for service quality and problem resolution, they need to use customer-centric issue tracking tools with the three key features of flexibility, ease of implementation and customizability.

The latter is particularly important:  since no two companies are the same, an advanced level of customization capability is absolutely vital in order to deliver genuine empowerment to the customer service team. You can’t force-feed a prescriptive software platform onto the very area where personalization and precision are the main criteria by which consumers judge an organization.

We’d love to hear what you think.  Please join the discussion below!

Topics: Industry News, Issue Tracking, Press, Software Solutions, Customer Support

Sarah Spangler

Written by Sarah Spangler