In a recent blog post, I shared a frustrating personal customer service experience about how it took six agents over six days to answer a simple question about additional charges to my account for WiFi-Boosters. At the end of the six days, they had confirmed there would be no extra charges to my account. Issue solved, or so I thought.

At my next billing date, much to my surprise, I saw the extra fee on my bill. Furious may be an understatement of how upset I was as I had already put in a considerable effort on this issue. This time around, I decided to forgo the email channel and try chat. I initiated the chat and provided my account details to complete the security check. Much to my surprise, the promotional message that appeared on the screen was that I was eligible to receive free WiFi-Booster services.

Imagine for a moment, my customer journey and valley of emotions. You say it will be free, you charge me, and then you say it will be free when I take the step to contact your customer service centre. Next to being extremely annoyed, I am also rapidly losing trust in the service provider. In the end, the chat agent was gracious and kind and reversed the charges to my account; however, as a customer, I am feeling close to the line of walking away and seeking the services elsewhere. Two strikes.

This example demonstrates what happens when businesses launch new customer service channels independent of others and forgo a review of the holistic cross-channel strategy and objectives. It is a living example of the phrase; the left-hand doesn’t know what the right is doing.

Regardless of the channel, each customer contact generates new information on your customers’ needs, wants, and behaviours. Capturing this data, analyzing and sharing it across other contact channels is the secret sauce. When you integrate and extend your view of the customer beyond their demographics and products to include their contact reasons and outcomes, you allow your Agent or self-service interaction to be as knowledgable as the customer. When you don’t do this, you are one step behind; the customer feels it and is already slipping down the satisfaction scale.

How do you leverage customer contact data in your customer service interactions? Unsure? Contact Sage & Rae Solutions to learn more about our Customer Service Healthcheck, providing you with an overview of improvement areas and detailed plans to tackle them.

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