9 aspects to take into account to improve customer service

The accelerated growth of mobile and digital technologies, and its convergence with customer service, has enabled the latter to become more involved through more channels than ever before. However, consumers say they still find it difficult to navigate and solve their problems as customers through that multitude of channels.

In the past, companies monitored when consumers contacted them, setting office hours for them. However, in the new digital society, consumers want to manage interactions with companies on their own terms, and enjoy 24/7 access to communication channels that allow them to share inquiries, comments and complaints with companies (and the world) when it is best for them.

As a result, control has changed, and this can be beneficial to both consumers and brands, as long as it is managed properly. And in this sense, a recent study by The Northridge Group analyzes how they connect businesses and consumers, highlighting what 9 aspects are working and where it is necessary to work and improve:

1. Less is more. The customer craves ease of use and efficiency in such a way that less effort on their part equals greater loyalty. However, 44% state that companies do not make it “easy” to contact them for problem solving or consultation. Thus, companies have a great opportunity here to do better.

2. The goal remains the resolution in the first contact, however, 55% of respondents say that they need to use two or more communication channels before solving a problem.

3. Speed of problem resolution is essential for customers, especially Millennials, whose 40% will use another contact channel within the next hour if their problem has not been resolved.

4. Telephone contact remains the most effective communication channel for problem solving.

5. In front of the phone, chat gains popularity for fast resolution of problems with brands, especially among Millennials.

6. Social networks continue their unstoppable growth: 77% of consumers say they use these channels with the same or more frequency than a year ago, however, 21% complain that they never receive a response when communicating with a brand a through social media or text.

7. Consumers want to be heard, as 81% confess that they contacted customer service in the last year.

8. Customer service is crucial in shopping: 58% of respondents would change if they know that you will get excellent customer service.

9. Bad experiences spread: 60% of consumers report that when they have a bad experience they usually tell it.

In conclusion, it is clear that there is still a lot of work ahead that needs to be addressed in order to improve the customer experience in the Contact Center of companies and, with it, also business.