Some companies drive away loads of customers with one big move. Like that 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 statistics like this from Forrester Research:
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.
Broadcasting this Thursday Nov. 7 at 11 am PT (2 pm ET), it features a mix of experts in this area, including:
– Sheila McGee-Smith, independent customer experience analyst;
– Tony Bridgewater, Executive General Manager, Technology & Products, for Australian system integrator, Salmat;
– Mark Wilson, CMO for Avaya;
– Jeanne Bliss, our moderator, who writes and consults on customer experience and is a former Chief Customer Officer at multiple companies;