Topic: In the future, your customers won’t want to talk to you
The mismatch of how customers want to be served and how companies think the customers want to be served is delivering a poor customer experience and increasing customer frustration. This frustration is impacting on customer loyalty and profitability.
Think about how you booked your accommodation for cong16. Most will have booked online and only picked up the phone when the website lacked the relevant information. It is easier to Facebook message a store and ask if they stock a particular brand than it is to pick up the phone.
Social norms have evolved to the point where it’s just not cool to pick up the phone and speak to a salesperson or customer service agent when you could just as easily use your smartphone. It’s not just that your customers won’t call you. They don’t want to queue and talk to you in person either. It’s almost embarrassing to be the person standing, waiting for someone to answer your question. Why wait in a line when you can just use twitter to find out why there’s a delay or where to park your car.
Yet, this message does not seem to get through to most organisations. They are still focusing on face to face or telephone channels. Hotels spend a great deal of time training their receptionists to placate unhappy customers but not enough time analysing whether the hotel website is so poorly designed that it is driving the customer to call the hotel with a simple query that should be available online.
Organisations tend to segment their customers into “face to face “customers “web” customers or “telephone “customers. They do not appear to understand that many customers are channel switching and only that they only switch channels when they do not get an answer from the first channel.
Jane’s blog buddy is Roseanne Smith