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Low Tech Customer Care Solutions
(Marketing Memo, June, 2001)
In the best companies, one out five customers is unhappy. In the worst
companies, one out of two customers is unhappy, according to the latest
American Customer Satisfaction Index. ("Consumers Voice Rising
Dissatisfaction With Companies," Wall Street Journal, May 21, 2001)
Taking a few low-tech measures can increase customer satisfaction and
customer retention.
Recently, I disputed a bill from an insurance company that had both
over-charged us and given us an unexplained credit. Resolving the problem
was difficult since one subsidiary handled the policy and another the
billing. I requested an 18-month account history, but the history was
unclear. Eventually, a sympathetic supervisor explained that they were
billing us for an unwanted new policy with another subsidiary. When
I asked the company to cancel the second policy, a hostile customer
service rep said to fax another explanation of the problem. It would
then take three days to retrieve and read the fax. The problem is still
not completely resolved!
Many companies are used to seeking a technology solution for all corporate
ills. Often, however, using inexpensive common sense measures would
do more to help improve customer satisfaction than installing another
expensive software application.
Here are a few suggestions:
- Encourage all employees to treat customers in a friendly, respectful,
helpful manner. Then, treat employees as you want your employees to
treat your customers! The rep that needed three days to read a fax
probably disliked her job and her company
- Inculcate a can-do attitude. Motivate and train customer reps and
receptionists. Some of the billing company's reps were either bored
or untrained or both
- Eliminate roadblocks to good customer care. The insurance company
should buy more fax machines. They should also eliminate negative
option insurance policy registration. Selling insurance is not the
same as selling a $19.95 best seller
- Try out your own products or services. Make sure your products work
better than buyers expect. Listen in on customer service calls to
ensure quality. Then, make sure your reward system reflects your commitment
to excellence.
Some problems require more costly solutions. US companies lose a lot
of business every year because they put customers and prospective customers
on hold for long stretches. Investing in a phone system that allows
customers to connect with a helpful human being is cost effective, as
are the above common sense measures. Retaining existing customers is
cheaper than cultivating new customers.
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