The Key to Customer Satisfaction: Look at the Big Picture
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- August 22, 2013
How do field techs make sure their customers are satisfied? While getting the repair completed is important, customers are paying more attention to the overall experience with the company.
Customers don’t become unsatisfied with one bad visit. Instead customer service is a holistic journey. “What reduced satisfaction was something few companies manage – cumulative experiences across multiple touchpoints and in multiple channels over time,” write Alex Rawson, Ewan Duncan and Conor Jones, partners at management consulting firm McKinsey & Company.
Companies that look into the underlying reason for the problem see the larger picture of creating a positive journey with the customer, write the McKinsey partners. Field managers will see happier customers, reduced churn and increased revenue.
Focusing on individual visits isn’t enough, write the McKinsey authors. A provider that they worked with received positive feedback about touchpoints – or individual experiences – but customers weren’t satisfied with the overall interaction. Plus, employees weren’t motivated to change their customer service because customers rated being satisfied after individual visits.
“Most service encounters were positive in a narrow sense – employees resolved the issues at hand – but the underlying problems were unavoidable, the fundamental causes went unaddressed, and the cumulative effect on the customer was decidedly negative,” write the McKinsey partners. “The company needed a whole new way of managing its service operations in order to reinvent the customer journeys that mattered most.”
(h/t: Harvard Business Review)
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