Don’t wait for the regulators!!!
If the plans gain approval, it will be great news for consumers, who undoubtedly get frustrated at having to fight tooth and nail when things go wrong with their telecoms system and the provider’s customer service is lacking.
It doesn’t, however, bode well for the service providers: waiting for the regulators to impose compensation plans may make them work harder to improve service levels in future, but it does nothing to improve customer loyalty or their markets perception of them.
Too little, too late?
Regarding the proposals, a representative from Virgin Media stated:
“It’s important that customers are treated fairly when services can’t be delivered, but this is best achieved through a robust industry-led approach.
“The industry is working together on ambitious reforms that would incentivise communications providers to compete to provide customers with a better service, while also setting minimum standards that providers would have to meet.
In addition, “BT, Sky and Virgin Media have issued their own draft proposal for automatic compensation through a voluntary code of practice.”
A bit of a coincidence maybe, that the ‘industry approach to ambitious reforms and draft proposals for automatic compensation’ only came to light in answer to Ofcom’s announcement.
Surely, the main aim of these providers all along should have been to match their ‘fastest ever and most efficient broadband’ with rapid, effective and customer satisfaction driven service levels from the off?
Talk and walk
Big brand names have big ideas and even bigger budgets. They talk a great talk and can draw customers in with special offers and highly competitive deals that tailor to marketplace requirements at any given moment.
Unfortunately, because of their ‘power’ and ability to draw people in with fantastic offers and seemingly amazing discounts (how many people actually read the small print to discover that these ‘astounding deals’ often double in price after a set period?!), they don’t seem to spare too much thought to customer service and loyalty.
But no business, no matter what size, should be able to rest on their laurels. You can’t just sit back and nonchalantly envisage your customer retention policy to be that ‘the customer won’t have the time or inclination to find another service provider or different product.’
Because one day, they will do just that. There will come a time when your lack of after care and support or other issues become too much and they will go elsewhere, no matter how time consuming it may be for them to do so.
You have to talk the talk and walk the walk. Know what your customers want at the outset – before you have even made the sale – and what they may want in the future.
Let’s face it, this is real life and things can – and do – go wrong. On a personal level, of course we don’t buy a new washing machine until the old one has stopped working and is beyond repair. But if it starts making funny noises, the majority don’t just wait for it to conk out completely: we get the relevant service personnel in to take a look at it and assess the issue.
And as a business, you have to be prepared for these calls, no matter what your product or service offering.
You can’t sit back and wait for something to go wrong – or for your industry’s regulatory body to tell you that you aren’t meeting customer satisfaction levels – before putting a service or customer feedback plan in place.
You need to be prepared for every eventuality.
Reap the rewards
If you evaluate and respond to customer emotions and requirements at every stage of interaction and pre-empt issues before they arise, you will be far better placed to engage with them and build a lasting connection that is beneficial to all.
Your company values and growth strategies have to start way before and go way beyond that initial sale and focus on more than just being the ‘brand that offers great deals’.
By placing more emphasis on evaluating critical points for customer engagement and learning to relate to them on all levels, you will gain the knowledge to build a swarm of loyal consumers.
Don’t know where to begin to build customer loyalty and take your brand to the next level? Contact our team here at The Monachie Project to discover how we can help you build engagement at every stage of your business. Get in touch with the experts today!