New Consumer Expectations re Customer Service Contacts

We all know that good customer service is paramount to growing a business and increasing profitability. What many managers are failing to realize, however, is that rapid changes in technology have lead to equally rapid changes in consumer expectations about what constitutes the delivery of quality customer service.


A survey of 750 people of all ages, from all parts of the country reveals seven areas in which companies should pay heed.

1) Preserve me from auto-attendant hell! Customers are becoming increasingly annoyed and frustrated with having to sift through myriad options, and having to listen to multiple prompt levels, only to find out after 2 or more minutes that the information they are seeking is not on the menu.

Worse is hearing a recording say that the desired service of information is only available through the company’s website.

The worst of all, however, is when the auto-attendant uses voice recognition – but doesn’t ‘recognize’ your voice. Those of you who suffered through the days of “Emily” before she was replaced will empathise with that remark.

It’s understandable that companies want to reduce costs by using auto attendants and, there’s no question that these are valuable tools. Yet, people want to connect with human beings; they don’t want to listen to a long list of prompts – especially not if they are having a problem (and let’s face it, that’s what usually triggers the call in the first place).

Three thoughts expressed by about one-third of respondents:

“If I had access to a computer at the time, I would not have called in the first place.”

“If I had wanted to look it up online, I could have – but I when I choose to pick up the phone, I expect it to be answered.”

“When I have a problem, there is no satisfaction in typing something in an online box and hoping someone will get back to me at some point – and that they will actually answer my question properly.”

To keep customers happy...

• Always make it easy for customers to reach a human being – from the first menu.

• Do not program your system so that customers are returned to the initial menu if they hit “0”. When customers try to zero-out, they should either get placed in a queue to speak with a rep, or told what button to push to reach a live person.

• Give people the option of voice prompt or touch prompt.

• If you do use an auto-attendant, limit the number of menus to two rounds of choices before the customer reaches a human being.

• If you have asked the customer to key in account information, make sure the profile transfers with the call.

• If the call has been answered by a company rep who needs to transfer the call to another department, do not put the customer back into a long queue. Instead, make it possible for your customer service rep to be able to jump to the front of the line. The initial agent should also be taught to stay on the call with the client until the next rep has picked up. Once this happens, the first rep should introduce the caller and give rep #2 a précis of the situation so the customer doesn’t feel like he or she is having to start all over again.


2) Don’t make me wait more than a couple of minutes in a phone queue. Many companies are making clients wait 15 minutes or more in a phone queue. Anything more than 2-3 minutes is considered unacceptable by more than 80% of customers surveyed.

During period of high call volumes...

• Have overload capacity – either by having part-timers who work from home (à la Pizza Pizza way), or by engaging another call centre to work on a contingency basis. By monitoring your call patterns, however, you should be able to determine when it is most necessary to have extra staff on hand.

• Let customers know how long they will have to wait to speak with an agent and, if the wait period exceeds three minutes, include the option of having a customer leave a message to be called back – or of keying in the number where they can be reached.

It is important to let customers know their call will be returned within 15 – 30 minutes max. if you are going to opt for this solution. And make sure that this actually happens.

Customers hate being told their call will be returned within one business day. The following thought was articulated by many survey participants: “I hate being told that they will get back to me in one business day. I don’t know if they will or they won’t. Besides, that is telling me that they will return the call when it’s convenient for them, whether or not it’s convenient for me at that time. How arrogant.”

• Periodically update customers as to how much longer they will need to wait to speak with an agent. This one action can have a dramatic impact on how customers perceive the wait time.

• Give customers the option of holding with or without music. If you do include music, ensure that the selection will appeal to a broad range of clients, or is targeted to your customer demographics. We learned of one company who lost over 2% of its client base within 3 months of installing a new phone system. Investigation revealed the problem to be the heavy metal and rap music that played when customers were hold – customers who were primarily seniors!


3) Give me a toll-free number. With longer and longer wait times becoming commonplace, customers truly object to having to hold when they are paying long distance charges – especially when they are calling to resolve a problem they believe you have created for them.


4) Don’t make me quote chapter and verse about my account to get simple information. In these days of increased white collar crime, it is reasonable, and sensible, for companies to protect their customers by ascertaining that they are dealing with the correct person before discussing an account. However, 3 key questions should be the limit. Beyond that, it takes up too much time (costing the company money) and only frustrates your client.

Better yet, consider implementing a password.

Further, if the call needs to be transferred to another department’s rep, make sure the customer is not required to re-verify his or her identity.


5) Employ phone reps who speak English well with and without a strong accent... and make sure they are properly trained. Nearly 70% of participants expressed some level of dissatisfaction with calls that are handled by call centres in other countries when the person on the other end of the line is difficult to understand, or cannot seem to easily grasp the problem to be solved.


6) Give me more flexibility in how I contact you on any given day.

As communication options increase, so should the options that customers have for contacting your company.

• Offer clients the choice of scheduling appointments by going on-line or using their PDA to access a special appointment site.

• Let customers send a text message or e-mail to request that customer service call them within the hour.

• Enable customers to access their accounts on-line – and give them the ability to change billing and service options while there. Create apps that work with new mobile devices.

Giving customers (who want it) the ability to interact more with their accounts will make them happier – and has the added benefit of saving companies money and employee time.


7) Don’t tell me how I have to deal with you. This is similar to the above point, but the respondents’ distinction is that not only do they want the flexibility on choosing how to communicate with companies, but they want choices in terms of the ongoing relationship.

Right now there are multiple generations of customers – which means multiple ways in which people want to interact with companies. Don’t force everyone into the same mold or you risk alienating at least one of the generational groups.

For instance, it makes no sense to tell someone who is older and computer-phobic that they can only get their bills on-line (and yes, a large percentage of people 60 years and older does not trust on-line “banking” and “account management” in any form)… just as it could cost you a customer if you were to tell a Gen Xer that there is no on-line access to their accounts.

The research underscored one key point: More than ever it’s important to know how your customers want to be treated – and to deal with them their way.

If you would like more info on any of the above suggestions, please feel free to contact me: jmc@theQgroup.com or 416-424-6644.

Regards, Jane-Michele Clark