Do you have a perfect customer experience?

What is a perfect customer experience?

"My calls are answered by a customer service representative - yes, a person, not an interactive voice system. He must have a pleasant voice, a polite manner, and also give me personalized service, utilizing his professionalism The knowledge helped me solve the problem on the spot. There was no waiting and no relaying. The whole process lasted a very short time."

This is the perfect inbound customer experience that Sampson Lee, President of GCCRM, has come to expect. Unfortunately, however, he doesn't think he's ever had this kind of perfection in his life. Perhaps it is this unfulfilled personal desire that drives Sampson to his GCCRM business.

Recently, GCCRM released a "Call Center Customer Experience Research Report". The survey, conducted in conjunction with callcentres.net, aims to help businesses optimize their call centers by better understanding the customer experience of call center users. The survey is not traditionally centered on process or efficiency; it is experience centered, presenting the customer experience of the call center in a natural time sequence. The survey revealed some very interesting results.

"Favorite" and "Least Favorite" call centers are in the telecommunications industry

In the "Favorite Call Center" ranking, China Mobile, China Telecom and China Merchants Bank are respectively in the "Favorite Call Center" "The top three positions in the rankings (accounting for 26.1%, 20.7% and 15.3% respectively) are also ahead of other call centers by a large margin. In the banking industry, China Merchants Bank's call center service is recognized by the most users, while ICBC is less popular. In addition to telecommunications and banking, Ctrip and Oriental CJ's call center services also ranked among the top ten "favorite call centers", with a ratio of 4.6% and 2.6%, respectively.

Compare the "Least Favorite Call Center" rankings and you'll find a dramatic finding - the telecommunications giant is "topping the list" again. 13.3% of the respondents chose China Telecom as their "least favorite call center", followed by China Mobile and China Unicom with 10.4% and 8.1% respectively. It can be seen that the customer's experience of the telecommunications industry call center is mixed. In the banking industry, another heavyweight company, Bank of China, also entered the "Least Favorite Call Center Ranking" (not in the top ten of the "Most Favorite Call Center Ranking").

Attitude, results, determine customer experience

When respondents were asked "Why do they like the call center they choose the most?", 27.4% of the respondents cited "good customer service representative service" as their favorite call The most important reason to experience the center. 17.1% of the respondents thought it was "quick and convenient service". The third most important reason is "whether the call center can solve the problem in a timely and effective manner", the proportion is 16%.

When the respondents asked for a simple explanation of "why they disliked the call center the most", 28.6% of the respondents chose "difficult to connect" as the first reason. 19.1% of the respondents disliked a call center the most because of the "bad attitude of customer service representatives". The third most important reason is "the problem is not solved", accounting for 17.5%.

In the analysis of the importance of the call center process, the conclusions are roughly the same - "the degree of problem solving", "accurate understanding of the problem by the customer service personnel", and "the service attitude of the customer service personnel" are regarded as the three most important processes. In addition, the process that respondents were least concerned about was "multiple language options". Because Mandarin can already meet the needs of most Chinese customers. Other processes that customers are not very concerned about are "personalized service" and "institution brand image".

Investing limited resources into limited customer experiences

Sampson applies the "peak-end rule" -- Nobel Prize-winning psychologist Daniel Kahneman found that people in the experience Can only remember two things: the experience at the peak (best or worst) and the end (the end of the experience) - to study the results of this survey and come up with an interesting idea: to create "pain points".

Sampson cited China Mobile and China Telecom as examples, arguing that neither of these two telecom companies had optimized the efficiency of resource allocation. In other words, both China Mobile and China Telecom performed "too good" (or too bad) and "too average" in all processes of the inbound experience, and neither of them delivered the target brand value and Pleasant memories of peaks and ends. At the same time, there are not enough "pain points"!

If more "pain points" are created for customers, such as prolonging the waiting time, or providing personalized service that is lower than the industry average, then the "pain points" can be Resources are conserved and redistributed at "peak" points, creating a higher level of pleasant experience (eg, problem solving), resulting in more effective (rememberable) and more distinctive (brand) calls experience. And this is the transition from "efficient" to "effective" in the case of limited resources.

FANNY HE is the Deputy Editor of the CEConline website. This survey report is available free of charge from GCCRM (www.gccrm.com).