The majority of customer service calls are related to issues or at the very least, tasks you can't complete without external help. So if you have a need to contact customer services you're probably slightly agitated already.
Lets take that slight agitation and add to it in the following order:
You have found a spare 30 minutes in your day (in amongst work, childcare, life admin etc) that you plan to use to call customer services.
The 30 minute window arrives, you now search for the phone number you need to call (on average this takes over a minute to find)
You call the phone number and jump through 3 menus to get to the right department.
You wait 23 minutes on hold listening to the same old music.
Finally you're connected to an agent and it takes them 5 minutes to resolve your issue.
By the time step 5 arrives, that slight agitation is now a major agitation before you've even spoken to an agent.
It's time this changed, which is where b comes in. Remove steps 2>4 and you've already got a happier customer. Even better, lets schedule that call in a specific time window so the customer becomes the priority.
Reduce the agitation, make the customer a priority and the results will speak for themselves.
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