How to give excellent Customer Service
How to give excellent Customer Service. Over a year ago. Wow, has it been that long?
I wrote a blog post about Customer Service – What makes a company great?
Click here to see post:- https://applerosebusinessservices.co.uk/business-services/customer-service-make-company-great/
So, now I’d like to revisit this topic.
Not because, as some may think I am running out of topics, ‘au contraire’.
The reason is I came across a benchmark report from earlier this year on the subject of customer service and the statistics are, to say the least, alarming.
However, they make for an interesting read.
The report, twenty-five pages long, explores three areas:-
1. How the companies compare to each other in customer service.
2. How the companies manage and respond to customer support requests.
3. What can we learn from ‘best in class’ companies.
Don’t worry I am not going to post all the report.
The findings came up with seven key areas.
I have picked the first two to highlight
However, before I look at those.
I will have a look at the introduction, method, and key findings.
Please read on, your business depends on it.
“Loyal and happy customers are the lifeblood of any business.
They contribute to a healthy business, create new customers and act as referrals for future customers.
Whereas, in the world of social media and Web 2.0 an unhappy customer will share their complaints to thousands of friends, connections and followers which will lead to business failure.
Like I said your business depends on it, nothing spreads wilder or quicker than a “Name and Shame” fire.
The report goes on to say “Most companies know that they must deliver excellent customer service to survive.
However, interestingly enough, here comes the facts and figures bit.
Research shows that while 80% of businesses believe they give excellent customer service.
Only 8% of customers believe they are actually receiving excellent service.”
That is such a HUGE difference.
Why did the businesses believe they were giving excellent customer service?
What were they doing or not doing?
And why did such a low percentage of customers believe they weren’t getting excellent customer service?
What were the customers expecting but not getting to score so badly?.
Here’s what the researchers did
They analysed the customer service quality of one thousand small and large companies across the world.
To keep the study simple they sent one email to each company with the following two questions.
1. Do you have a phone number I can call you on?
2. Where can I find pricing information on your website?
Based on the speed, quality and tone, they then scored each response out of one hundred, where one is poor and one hundred is excellent.
The responses were based on the following categories:-
- Was the contact information easy to find?
- Did the company acknowledge the support email?
- How long did it take for the company to respond?
- Were both questions answered in the first reply?
- Did the company follow-up to see if we were happy with the level of support?
And the findings were – “if I can have the envelope, please”, Thank you.
However, before I announce the results, can I just say that before reading the report it was accepted that
1. Customer Service is a priority to most, if not all, companies.
2. Smaller companies would manage customer service better than bigger ones.
3. All companies would respond quickly to customer service requests.
Well the study found that (opens envelope):-
62% of companies did not respond to a customer service request.
90% of companies did not acknowledge an email had been received.
97% of companies did not follow-up with customers.
20% of companies answered both questions in the first reply.
The average response time to handle a customer service request was 12 hours.
Like I said at the beginning of this post the results speak for themselves.
In the my next blog number two of three in this series.
I will be looking at the first two of the seven key areas.