Take Care Of The Next Generation!
Good News when it comes to customer satisfactionAt The Monachie Project, we’re not miserable suckers; we like to think we see the glass as half full. So let’s start off with some good news.Customer satisfaction levels are rising. We’re doing something right!A lot of that is due to the increased ability to measure customer satisfaction thanks to technology and companies like ours. Its forced companies to pay closer attention to the way they treat their customers. Regardless of the reason, it is a big positive because, from our experience, satisfied customers, especially after an initial complaint, become repeat customers.
There’s something meatier still, the same recent study found (conducted by the Institute of Customer Service), something that really gives food for thought.
The stigma of “grumpy old men” is no longer a “thing”. The study, that included data from the experiences of 10,000 people, discovered that over the last 12 months, people over the age of 55 are all in all content with the service they receive. In comparison, the 25 to 34 years olds included in the study, were the least satisfied with the customer service they have been receiving.
A clear reason why the younger generations might be less satisfied is the channels they use to interact with your company.
Older customers are more likely to engage businesses using more traditional channels like phone companies are more likely to have infrastructure and training in place to deal with complaints through these channels.
However, the ‘youngsters’ are more prone to use digital channels like email, chat functions, forums etc to make contact with businesses and it’s here where companies are still struggling.
The reason is pretty easy to work out. With other complaints, there is a clear system in place to deal with the process. Each level of the chain has clear areas of responsibility and the process of escalating a problem to the next decision maker is also clear and practiced.
The system has been in place for a while and has been honed over the period.
In many cases, when the customer makes contact digitally, there isn’t the same clear escalation process, first level customer service operatives have less defined decision-making responsibilities and are more prone to escalate the issue.
The result is a slower process in dealing with customer complaints which anger the customer, especially with the younger generation’s expectations being higher. We expect things done quicker and more effectively.
So what’s all this noise about?
If one of your key demographics is a younger audience, you need to be thinking digital and you need to be creating processes that allow for decisions to be made quicker.
A complaint might seem like a negative thing, but it’s really not, it’s an opportunity to turn a customer into a loyal customer. Sounds daft, but it’s true.
Often when someone buys something from a business, that business is just another faceless entity. There’s no emotion towards that business positive or negative. However, when the customer needs to contact you for your help or to make a complaint, they are about to make an emotional connection with your business. If you make that a positive experience then you have a chance to convert that neutral customer into a loyal customer.
Loyal means repeat customer, so if you’re not taking it seriously, you really should.
To have an informal chat contact us now and see how we might help you understand your customer better!