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Some companies drive away loads of customers with one big move. Like that American department store chain that got rid of coupons and sales promotions. Its base of cost-sensitive mom shoppers quickly fled to other stores.
For most companies, losing customers is a slow, inexorable process, that looks more like this:
What’s the cause? In many cases, it’s weak customer service. Most companies over-spend on customer acquisition and under-invest on keeping existing customers happy. The result is research like this from Forrester Research in 2012 that shows that 63% of companies rank only OK or Very Poor in customer experience:
There are many reasons why your customer service may be leaving customers less than thrilled. Customers are more diverse than before, for one:
Technology has also made customers more independent – and demanding. They want to be served right here, right now.
Problem is that most companies, even if they talk the multi-channel talk, fail to walk the walk. Beyond voice, they may have deployed 1-2 additional ways for their agents to deal with customers. Turns out, there are a dozen channels besides voice that your customer may want – nay, demand – to be able to reach you on. Also, companies trying to deploy new contact center channels will, how can I be polite about this, often do it BADLY.
Do these problems sound familiar at all? Are they ones you want to solve? If so, you might consider checking out the latest Customer Experience webinar from Avaya, ‘Where Did All of my Customers Go (and How Do I Win Them Back?)’
. Experts include Sheila McGee-Smith, independent customer experience analyst, Tony Bridgewater, Executive General Manager, Technology & Products, for Australian system integrator, Salmat, and Jeanne Bliss, our moderator, who writes and consults on customer experience and is a former Chief Customer Officer at multiple companies.