Information Your Customers are Tracking (Whether You Know It or Not)
Twitter and Facebook have started experimenting with posting when brands are responsive, how responsive they are, and what the best times are to get a response to inquiries via these social media channels. Brands better sit up and take notice.
Customers are tracking how you behave.
They are telling their friends dirty little secrets like who to contact to get things done, and what time to call to actually get someone to answer. Even if they aren’t reporting it back to you, customers are also paying attention to how long they are placed on hold, how many clicks it takes to accomplish something on your site, how terrible the mobile experience is, and on and on and on.
The well-worn business adage of “what gets measured gets done” is true on both sides of the experience equation.
So what does this mean for your contact center?
1. Customers may have an expectation on how long it should take to contact someone at your organization.
These expectations may be based on what friends have told them, what Facebook reports as “very responsive” or not, or what tweets have shown about people waiting for replies.
It’s critical to understand where customers are receiving this information and to be prepared. Exceeding those expectations could be a great way to improve loyalty, but “living up” to low expectations will drive a wedge in the customer relationship.
2. Social isn’t just for complaints, but often that’s where customers end up.
This is the sad state of customer support. Often, customers end up venting on the social platforms after feeling unheard through traditional channels. Customers pay attention to these channels because it provides insight into how responsive a company is.
As a prospect, I might check out the Twitter feed of an organization to see if there are unanswered complaints and how often they happen. If I’m deciding between two brands, the brand with a better approach to customers on social media may win my business.
Customers notice, too. They want to know why everyone is complaining, and they want to see how those complainers are treated.
3. Customers see patterns in who you hire.
One rude person can be forgiven as a “bad apple.” Two might be a fluke. But if every interaction with your organization requires interacting with a rude or apathetic person, that’s a pattern.
Customers track (consciously or subconsciously) what the tone of your representatives is. After a pattern is established, the customer might “gear up” to call customer service. Now, because of the patterns this customer has tracked, she might be ready to rumble before picking up the phone.
KPI’s are usually more traditional than what I’ve outlined here. They revolve around conversion metrics and satisfaction rates.
But customers are tracking, believe me.