Debra Maxwell, CEO of CRM Solutions at Arvato CRM Solutions UK, has been featured in Customer Experience Magazine discussing how the perception gap that exists between how brands and consumers view customer service may be larger than any business should be comfortable with.
In a survey of 250 consumers and 250 customer service business leaders, conducted by Arvato in the USA, 84 per cent of firms believed that they consistently provided an excellent service. In comparison, few customers felt the same, with just nine per cent saying they always received excellence. Given the consensus around how critical customer service is to the success of a brand, it’s surprising that so many businesses do not seem to be aligned with their customers’ needs and wants.
The research findings also highlight some of the main pain points for customers when contacting customer service. Over a third of those surveyed (34 per cent) cited long waiting times as their biggest complaint, while 31 per cent identified having to repeat information to customer service representatives as their principal bugbear.
Debra comments: “The answer to addressing this disconnect lies in making improvements to how feedback is collated and analysed, and taking advantage of advances in automation and artificial intelligence (AI), to ensure customer service teams are better resourced.
“New technology will be effective in tackling some of the longstanding complaints consumers have about the customer service sector. But businesses need to focus on how they are delivering a positive customer experience to make the process convenient, personalised and seamless and to this end, the human touch will always be a critical factor.”
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