Customer satisfaction is at the heart of a successful business. For internet service providers and telecoms companies in particular, it is essential to understand the causes of customer dissatisfaction and how to tackle them. Research shows that customers are more likely to share negative experiences than positive ones – in fact, they are twice as likely to share a negative service experience than a negative product experience.
Moreover, not every type of dissatisfaction is the same. Studies show that heightened emotions such as regret, disappointment or anger lead to complaints more quickly than mere dissatisfaction. This means that the intensity of the negative feelings plays a significant role in whether and how strongly customers express their dissatisfaction.
Here are the most common causes of dissatisfied customers and how to counteract them.
1. Slow response times
Nothing frustrates customers more than long waiting times. Studies show that customers spend an average of 43 days of their lives on hold. Time is precious for many people, and unnecessary delays can lead to anger and frustration.
Solution: Implement an efficient call routing system and ensure that enough staff are available to deal with enquiries swiftly. Automated call-back systems can also help to reduce waiting times. Offer your customers the opportunity to solve common problems themselves by providing a comprehensive online self-help portal or a self-service app . FAQs, video tutorials and step-by-step instructions can help to process simple enquiries quickly and efficiently.
2. Inaccurate information
It is essential that the information customers receive is accurate and helpful. Incorrect or inaccurate information can quickly lead to dissatisfaction.
Solution: Train your employees regularly and make sure they are aware of the latest information and updates on products and services. A well-structured and easily accessible knowledge base can help customers to quickly find the right information themselves without having to wait for a response from customer service.
3. Difficult to reach
If customers have problems reaching someone at all to clarify their concerns, dissatisfaction quickly increases. Contact forms or hidden contact details are often a nuisance.
Solution: Offer multiple contact channels, such as phone numbers, email addresses and chat options. Make sure this information is easy to find. Enable customers to make enquiries and track the status of their enquiries via a self-service portal. This reduces the need to contact customer service directly and still provides a quick resolution for many concerns.
4. Lack of transparency
Customers want to know where they stand. Whether it’s the progress of an enquiry or the status of an order, a lack of information leads to uncertainty and frustration. According to a Harvard study, customers are less impatient when they can track progress.
Solution: Inform your customers proactively about the status of their enquiries and orders. An online tracking system can help here and create transparency.
