I doubt I am alone in saying that, as a customer, I am annoyed by the automated customer service phone systems used by companies with whom I do business.
But as marketers, how can we track whether or not the automated system our company uses is damaging our customer relationships?
A new company, Get Human, is (indirectly, anyway) providing companies with just such a tool.
Their website keeps a database of customer service numbers and instructions to bypass the frustrating menu of pressing 1 or the # sign and speak directly to...a human. For example, the instructions for calling MetLife Bank tell you to "press 000 rapidly and repeatedly".
A nice tool for customers.
But the organization is also creating a database of customer experiences, including the amount of time callers are on hold and ranking customer experiences with calling the customer service line.
Although this is designed as information for consumers, marketers should leverage this valuable tool to gauge their customer's perception at a very important touch-point. Is the customer experience in line with the brand promise?
The fragmentation of media and globalization of brands has made it harder then ever to get a real person to speak with much less to make your voice heard. No surprise that regular consumers will soon be taking back their power
Posted by: measuredup.com | November 20, 2006 at 05:02 PM
Being a serial entrepreneur and having helped hundreds of businesses, guess what has made the difference? A System. They all learned a system (or foundation) on which to build profits. Something called Strategic Mindset, and The Covert Matrix.
It's about raisining the BAR of success you create. Fun Stuff!
Here's to higher profits.
Bill
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