Have you noticed an overall decline in our American service culture? I have found it quite aggravating, between call centers that tell you to leave a message and then don’t let you leave a message; Help Desk links that don’t work; and even customer assistance phone numbers (from major retail stores!) that don’t…well, assist. Not to mention the increasing inability to secure real expertise and skilled labor with any timeliness!
This isn’t merely an anecdotal observation. The American Customer Satisfaction Index (ACSI®) recently reported how the deterioration of U.S. customer satisfaction continued in 2020, reaching its lowest level since 2005. Similarly, 75% of respondents to an NBC survey said customer service has worsened during the pandemic.
In short: customers are more sensitive to bad service than ever – and they have the time, technology, and temperament to make their frustration heard!
The No-Excuse CX
Certainly service-centered industries were unsettled by COVID, as workers transitioned to new roles and businesses adapted their practices. Workforces were immediately dispersed and non-contact channels became the exclusive means of getting in touch. Despite encountering long wait times and delayed responsiveness, customers were more or less willing to cut besieged customer service representatives some slack in light of the perfect storm of events. Everyone was still adjusting to the shock, and adapting as best they could. Since then, however, consumer tolerance for unsatisfactory service has waned. While consumers were tolerant of sub-par customer service at the start of the pandemic, they now have “pandemic fatigue” and will no longer accept COVID as an excuse for poor service. The grace period has expired.
“1 out of 3 consumers will not give a brand another chance after just one bad customer service experience.”
The pandemic – and especially the rushed shift to digital it catalyzed – has revealed the vast array of choices customers have at their disposal. More consumers than ever have learned how empowered they are by their ability to take their business elsewhere. While this consumer leverage may be recognized as a threat by leaders of a service-related business, the overwhelmed frontline worker is less likely to consider the corporate effects of the bad experiences they are providing. In the heat of the overwhelming moment, it’s easy for that frontline worker to lose sight of the organizational mission. But the brand still suffers in the eyes of the customer who suffered through that bad experience – and in the minds of everyone that customer tells, in-person or on social media.
One survey found that, toward the end of 2020, consumers had a very low tolerance for unsatisfactory customer service, with 89% of participants saying they would likely make their poor support experience known to friends, family, and colleagues by either “advising against buying the product” or “leaving negative reviews on social media.” About 1 out of 3 consumers will not give a brand another chance after just one bad customer service experience. And for most consumers, the pandemic has raised standards for customer service.
“Businesses are fooling themselves if they think customers will get comfortable with inferior customer service, accepting it as a characteristic of the new normal.”
Now, when customer service friction is exposed, customers are less willing to accept COVID as a valid excuse, and are more willing to tell others about it. Especially when some businesses actually seem to be relying on leeway from their customers as a reason to continue providing degraded customer service. It’s as if a COVID mask is seen as a license to be less caring, a barrier against the empathy conveyed in a smile.
Businesses are fooling themselves if they think customers will get comfortable with inferior customer service, accepting it as a characteristic of the new normal. It’s easy to see when companies are not exactly doing their best – or even trying to. They attribute delays, poor service, and lack of responsiveness to the COVID scapegoat, projecting a “take it or leave it” attitude. The thing is, it’s easier than ever for customers to “leave it.”
Must I say more? Surely this is enough to get the attention of those who intend to compete in a service-driven space where the voices that speak loudly, broadly and openly have the biggest impact.
The Gap in Customer Service Delivery is Widening
The effects of the pandemic have exposed the shortcomings in businesses unable or unwilling to adapt. Customer-centric organizations are seizing the opportunity to differentiate themselves from the competition, rather than yelling “pandemic” whenever something goes wrong. As such, the gap is widening between organizations truly delivering top-level customer service, consistently and remarkably, and those that are, well, still making excuses. From the customer’s perspective, time has run out on excuses.
You want your customers to talk positively about you, and be your biggest promoters. You want them to like you so much they want to shout your praises from the rooftops. But to earn that “shout-about-you” advocacy, you have to really be delivering over-the-top service – the kind that makes you stand out from the competition. If that’s what you’re doing, it’s time to herald it with a steady stream – actually, live stream – of customer ratings and reviews. Here are the reasons why, to name a few:
1. Showcasing your customers’ satisfaction in their own words boosts your credibility with the purchasing public.
2. Honesty and transparency in sharing customer feedback – both the good and the not-so-good –fuels consumer trust in you.
3. Visible recommendations from other customers dramatically increase your potential for sales and revenue growth.
Now, let’s talk about those who are gulping right now when they think about a live stream of customer ratings and reviews on their corporate website. Is that you? If so, not all is lost! Here are three things you can and must do right now to get ready for livestreamed external ratings and reviews:
1. Build organizational awareness of how customers view your brand
2. Boost employee accountability for meeting or exceeding customer expectations
3. Strengthen internal alignment to focus on the customer experience
Once your frontline employees have honed and put into action their service-delivery skills, raised to your brand standard, you will have the confidence to let your customer feedback go “on stage.”
This greater visibility of your customers’ experiences will give you the opportunity to take advantage of the contrast between poor customer service and service that consistently meets or exceeds expectations. When YOUR organization exemplifies skill, expertise, and personalized service, it will stand out from the masses and be valued all the more. As the effects of the pandemic persist, and more and more companies fail to live up to expectations, brands and businesses that deliver results – rather than excuses – will solidify their relationships with their customers, and be the winners in the long run.
Credit Union Leaders: If you’re ready to take action – the turnkey type – we’re here with our innovation that can turn your own members into your most effective brand champions.
We’re waiting to help you – right now!
