In today’s fast-paced world, customer satisfaction is a critical factor in business success. Chris Gorman, Head of Professional Services at Esendex, stresses the importance of fast response times for customer satisfaction. Interestingly, however, 15 per cent of companies worldwide only use one method of communication. The results of an Esendex survey show that customers are particularly frustrated when problems are not resolved, when they have to wait too long for a response, or when they have to repeat themselves because the contact person changes.
The right mix
People are looking for customer service support in a wide range of areas, whether it is for insurance queries, medical issues or troubleshooting technical problems with their home network. Companies are increasingly turning to self-service technologies to reduce costs. But does this affect the customer relationship? Studies show that anxious customers who use self-service technologies are sometimes dissatisfied, despite having achieved their goals. The ability to interact directly with an agent can reverse these negative effects. Providing multiple contact channels, and thus a balance between technology and human contact, is critical to an efficient and satisfying customer experience in customer service.
The E3 formula for customer service
The “E3 formula” emphasises the importance of efficiency, expertise and emotional connection in customer service. The consumer study “The Relationship Economy: Customer Engagement in the Digital Era” by the customer engagement platform Twilio in collaboration with Oxford Professor Andrew Stephen from the Saïd Business School shows that 25 per cent of consumers worldwide prioritise efficiency, 24 per cent prioritise expertise and 25 per cent prioritise emotional connection. More personalisation is needed to meet individual needs and achieve a balance between digital and human support. Fast response times, helpfulness and a choice of contact options are cited as the most important criteria for good customer service.
