Customer satisfaction is crucial in today’s marketplace. The W. P. Carey School of Business at Arizona State University recently released a survey of customer satisfaction across the nation, a regular study that’s been conducted since 1976, according to ASU News. The latest release noted that more than 56 million Americans had a problem with a business in the past 12 months, even though companies have invested large sums of money to improve customer service. And the message is clear, according to Mary Jo Bitner, who helped to design the survey.
The easiest problem to solve is responding. Companies have a wide variety of outlets for this, including Facebook, websites and phone lines. Ensuring all of these are constantly monitored with sufficient staff is crucial. Facebook and Twitter, for instance, are quickly growing as channels people use to try to clear up problems. The danger in being understaffed is that issues can arise and swell very quickly. If you do not have someone watching social media, then your brand could be at risk.
Many times, customers will have a variety of similar problems, and these have become easier than ever to preempt in the digital age. In the early days of the Internet, it was challenging to answer these with anything other than a section of Frequently Asked Questions. Today, we can use more advanced options such as videos channels on YouTube or a similar venue in order to ensure recurring questions can be solved without having to contact the company every time, as Salesforce notes. Webinars offer similar possibilities, and many companies are embracing these at a higher rate in both marketing the business and responding to problems.
Of course, we can’t preempt everything – and at some point, technology used to respond to complaints must be optimized. A decade ago, there was little more than phone or email, but now there are new options. And that’s important, because response time is central to the experience of customer service.