• 04:59:51 pm on April 6, 2009 | 1
    Tags: , , , , , , , ,

    Do Unto Others, or The Golden Rule in Customer Service

    There is one major problem with customer service setups today -each channel is treated differently, yet we expect customers to have seamless, similar experiences across all of them.  The flaw in this reasoning, it is nearly impossible with normal resources to manage any one channel properly – less along two, three, four or more.  You want to replicate, centralize, and leverage as much as you can to bring into action the economies of scale.

    A client of mine who undertook the painful and lengthy process of mimicking in all channels what they were doing in their most successful one (telephone) was able to increase customer satisfaction by almost 30 points in a standard business cycle (one calendar quarter in their case) for most of their channels.  Even telephone, which had not changed, received higher scores.

    Similarly, another client decided not to undertake the “huge burden” (their words) of centralizing channels or even replicatiing workflows and rules. As a result, they ended up spending almost 20%+ year after year for supporting separate channels.  This caused them to rethink their strategy of suppoorting separate channels and actually drop some of the channels they were supporting.  Yes, this is the opposite of what you want to do if you want to increase customer satisfaction.

    Are you supporting all your channels as a single channel?

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Comments

  • Haim Toeg 2:50 pm on April 7, 2009 | # | Reply

    Esteban – this is a very important post, and I think is key to understanding many of the problems companies face in migrating service across channels.

    In my last corporate role this was one of the changes I implemented, where all customer cases came into the same queue and were retrieved by the technicians regardless of channel. The results were positive in customer satisfaction as well as customers’ adoption of e-mail and web channels. The transition of the service to operate in this way was not a painful process at all, mostly due to the fact that channel segregation was not fully practiced before then but also because the agents understood and supported this transition.


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