Going above and beyond customer expectations to surprise them and deliver that “wow” factor isn’t unimportant, but in terms of retaining customers and gaining their loyalty, it may not be as important as you once thought.
Satisfied vs. Dissatisfied Customers
The first thing to understand is that satisfied and dissatisfied customers behave very differently:
- Customers who are highly satisfied do not always become loyal customers.
- Customers who are dissatisfied become disloyal customers and talk to others about their experience, which spreads negative word-of-mouth.
Additionally, Dixon found that the more effort a customer has to put in to solve their problem, the more disloyal they become.
Redefining Customer Experience Goals
It stands to reason, then, that the contact center’s main goal shouldn’t be creating highly satisfied customers because they may not be loyal no matter how much you do for them. Instead, the goal should be to avoid creating dissatisfied customers.
How do you do that? By making it as easy as possible for an unhappy customer to resolve their problem.
Dixon’s research showed that customers who were able to solve their problems with a low amount of effort were more like to buy from the company again and even to spend more.
Clearing the Way for the Customer
When it comes to the customer experience, there are a few main culprits that always seem to stand in the way of ease and resolution:
- Being transferred
- Non-personalized service
- Having to repeatedly contact support
- Repeating information
- Switching channels
- Tedious policies and processes
While there are numerous ways to make the customer experience more effortless, here are two big ones:
- Create a rich self-service portal that will solve all (or most of) your customers’ issues without having to switch between multiple channels to find a resolution. The self-service portal should be simple and user-friendly.
- Avoid the next issue. First call resolution is the ultimate goal, but it’s not always possible, especially if the first issue gives way to a connected second issue. Figuring out what the follow-up issues tend to be will give you the power to prevent problems.
Have you found any ways to make the customer experience more effortless? Tell us in the comments below!