The amount of work a customer exerts to obtain service directly affects revenue, market growth, brand loyalty and operational margins. If a customer has to go through too many steps they will abandon the effort and, ultimately, the product or service provider. This appears to be truest where high effort is needed to resolve an issue vs. low to moderate effort.
Some stark numbers were published in a Telecommunications customer survey.
- 66% of customers are likely to stop spending money with a company as a result of a high effort experience.
- 37% of customers are extremely likely to stop spending as result of high effort experience.
So what can you do to avoid this swamp of customer loss? The study indicated that providing a personalized, knowledgeable and engaging experience is key.
- 87% of customers rated the customer service agents' knowledge of a product/service important to their ongoing experience.
- 83% of customers rated friendly, engaging customer service reps as important to their ongoing interactions.
So you need friendly people who know what they are talking about on your customer service front lines. Now if that isn't common sense customer service, I don't know what is.
So what are you doing to make it convenience not only for customers to buy your product, but to resolve problems through your customer service department when a problem arises?