Customer Experience Featured Article

Not All Businesses Know What's up with Their Customer Service

June 19, 2014

Businesses who think their customer service satisfaction rates are better than they appear to be are suffering from what’s known as the service delivery gap. Companies who believe they’re delivering topnotch service when the customers are telling an entirely different story need to bridge this gap to ensure that they’re on the same page as the people they are servicing.

According to the “Mind the Gap” research for 2014, 80 percent of companies reported that they deliver an above-average customer experience. In reality, only 14 percent of the same companies believe that their clients think they received an above-average customer experience. That is a service delivery gap of 66 percent.

The survey also noted that only 11 percent of clients felt they received above and beyond service. Those numbers are pretty dismal.

Is this simply an exercise in humility for companies or are said companies in need of some real metrics? Well, it’s kind of both.

It comes down to offering the best customer experience possible, but using actionable data and solutions to give a realistic picture of what your customers want from you versus what kind of service you’re actually giving.

Customer support and service representatives have one view of your customers. The sales team has another. The billing department has yet another. Complete customer data isn't there when your reps need it. It's not shared. And it's not consistent.

Making sure everyone in your company has a single, trusted and complete view of the customer through enhanced customer data management is crucial to knowing all about your customers, and giving your customers the resources to talk back will close up any loose ends and offer an accurate view of your customer landscape.

It is also imperative to drop the assumption that you’re doing okay just because your support line isn’t ringing off the hook. Be more proactive about spotting your businesses shortcomings so you can work on improving them.

Make it easy for customers to voice their complaints. Remember, one of the top reasons people don’t bother complaining is because they see it as a hassle. Break down that barrier by opening more avenues for support.

Showing customers that you’re open to feedback and you’re proactive about addressing their needs makes them feel satisfied and comfortable about communicating with you, thus omitting the service delivery gap and building a bridge to better business. 

Edited by Alisen Downey

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