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WHY SERVICE STINKS

WHY SERVICE STINKS. By: Diane Brady. BEN RICHARDS. COMPANIES KNOW JUST HOW GOOD OF A CUSTOMER YOU ARE AND UNLESS YOU’RE A HIGH ROLLER THEY WOULD RATHER LOSE YOU THAN TAKE THE TIME TO FIX YOUR PROBLEM. Consumers have become commodities to pamper, squeeze, or toss away.

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WHY SERVICE STINKS

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  1. WHY SERVICE STINKS By: Diane Brady BEN RICHARDS

  2. COMPANIES KNOW JUST HOW GOOD OF A CUSTOMER YOU ARE AND UNLESS YOU’RE A HIGH ROLLER THEY WOULD RATHER LOSE YOU THAN TAKE THE TIME TO FIX YOUR PROBLEM.

  3. Consumers have become commodities to pamper, squeeze, or toss away.

  4. Technology is creating a whole new dynamic to customer service, called tiering. • Instead of providing premium service across the board; your personal information slots you into a certain category with in the company

  5. The 80/20 Rule • 80% of your customers give you 20% of your profit. • The rest nag you, call you, and don’t add much revenue.

  6. Technology is changing everything • Companies can track low margin customers. • Web offers self-service. • Marketers are making a push to get the least profitable customers to self-service

  7. Example: Fidelity Investments • 550,000 website visits a day, and more than 700,000 daily phone calls. • About three-quarters went to automated system costing less than a dollar each. • The rest are handled by human beings which roughly costs around $13 per call.

  8. “We’re sorry, all of our agents are busy with more valuable customers” • Coding: Some companies grade customers based on how profitable their business is. • Routing: Based on customer’s code call centers route customers to different queues. • Targeting: Choice customers have fees waived and get other hidden discounts based on the value of their business. • Sharing: Companies sell data about your transaction history to outsiders.

  9. Entitled? • Consumers themselves have cast a vote against high-quality service by increasingly choosing price, choices, and convenience over all else. Results: • So costumer service has been slashed. • So while customers refuse to pay more for service…they’re pissed when it is taken away

  10. Privacy? Redlining: • The practice of identifying and avoiding unprofitable neighborhoods or types of people.

  11. You just don’t know when you are getting messed with!! • Directed to different telephone queue. • Don’t hear about benefits your missing. • Those who don’t make the top tier have no idea at how good it can be.

  12. Tiering isn’t always good for marketers • The main drawback is the failure to measure potential spending or value of customer. • Spending habits may be determined by service.

  13. How to improve your profile to get better service #1. Consolidate your activities. • Spend big in one place.

  14. How to improve your profile to get better service #2. Protect your privacy • The less companies know the less they can slot you.

  15. How to improve your profile to get better service #3. Jump the phone queue • Don’t push any buttons unless you have to.

  16. How to improve your profile to get better service #4. Fight back • If you feel badly treated complain.

  17. QUESTIONS?

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