Your customers have choices. They have a lot of choices. If they have a bad experience with your business they will go somewhere else.
Let that sink in.
They. Will. Leave.
According to Harris Interactive, 86% of people say they’ve stopped doing business with a company because of just one bad customer service experience (up from 69% in 2007). And, perhaps more stunningly, 91% of those unhappy customers will not willingly do business with your organization again…ever.
With those vital customer experience statistics in mind, consider these questions: What does your customer actually experience when they call you? What do they actually hear? What do they say about your company? How does your employee talk to them and treat them?
Here’s the bigger—and perhaps the more startling—question: do you know the answer to any of these questions?
Do you know what your customer is experiencing? Do you know what they hear when they call your business?
Most businesses don’t. They simply don’t know what their customer is experiencing.
They don’t have a clue.
Here’s what our data shows us, clearly: there is a gap between what companies believe their customer is experiencing and what their customer is actually experiencing.
The data tells us that there is a shocking customer experience gap.
Convirza records and scores customer phone calls at thousands of different businesses across America . The owner or manager gets to hear—maybe for the first time—what his or her employees actually sound like on the phone. They get to hear what their customer is actually experiencing.
The reaction of a manager or owner upon hearing these recordings is almost universal: shock and horror.
There is a gigantic gap between the actual customer experience (rude employees, inability to sell, poor customer service) and what the owner or manager thinks they will hear (great customer service, helpful employees, extraordinary customer experience).
2) Customer Experience Analytics
There are specific elements of customer interactions that produce a good customer experience. Convirza scores and tracks these things. And we know, based on the scores and reports that very few employees at very few businesses do them. We know that very few people treat customers well. They don’t call them by name. They don’t ask them questions and make them feel valued. They don’t treat the customer like a human.
Are you measuring your customer experience? Are you recording calls and scoring them to hold your employees accountable and measure real-time customer feedback?
If you are not measuring and scoring customer service and customer experience, frankly, you’re probably not a leading company in your sector. Why do I say that? Because according to the Aberdeen Group, 91% of best-in-class companies measure customer service and customer experience.
Great companies have great customer experience. Great companies measure their ability to deliver a great customer experience.
So, I ask you: what is your customer experience like?
Is there a gap between your perception and the grim reality of what your customer is experiencing?