Customer support plays a crucial role in the realization of this customer experience and therefore also in the distinctive character.
It is therefore surprising that a Customer Service Benchmark Report*, carried out in 2021, shows that 97% (!) of the 1,000 companies surveyed do not ask their customers whether they are satisfied with the solution offered?!
The 3% of companies that do this have the potential to use the results obtained to improve the service, and thus the customer experience, and to distinguish themselves from the competition. After all, feedback puts the customer first and increases the involvement of employees in the work they do. Feedback brings the customer to life!
The problem that many companies experience when they want to use customer feedback to improve their service is not collecting the feedback. The problem is in processing the results. The amount of results coming in is often overwhelming for a busy support department. There is simply too little time for the complex process that can translate incoming scores into action points.
In addition, there are few feedback tools that immediately offer sufficient tools to actually improve. Following (often disappointing) ‘thumbs up’ or flat marks results more in frustration than in an enthusiastic and focused focus on improvement. Knowing that it has to be better without knowing how is not motivating for anyone!
No wonder then that only a small percentage of service departments actively ask for feedback. What does it take to avoid the above problems?