A little more than 24 months ago, the Chief Marketing Officer of American Express came out and said in effect they had been ignoring one of the strongest and most important branding tools at their disposal…the telephone. When American Express decides it’s time to stop treating customer complaints as a cost centre and start using the opportunity to get closer to their customers and build a stronger relationship with them, it’s time to sit up and take notice!
In a customer service satisfaction in the 2010 Credit Card Satisfaction Study, conducted by J.D. Power and Associates, American Express trumped other major issuers.
– It's helpful when a recorded voice explains how long the wait to get connected to a representative will be, but what happens when the hold time exceeds three minutes? Frustration builds as customer service ranking drops. On hold messages play an integral role in the customer service experience as well as the overall value of your brand. "In today's economic environment, customers want to feel that they are getting more for their money from companies that truly value their business and respond to their needs," says Jim Bush, an executive vice president for American Express.
Three fundamental signs of outstanding caller interaction:
1. Practical prompts, plus easy access to a real person. Most cardholders accept that they'll have to navigate a creditor's automated phone system to some degree. However, wading through excess numerical prompts, trying to find one that fits (and then failing) is a recipe for fury. Have prompts professionally produced and well planned menu tree to route callers easily.
2. Short wait time. It's helpful when a recorded voice explains how long the wait to get connected to a representative will be, but what happens when the hold time exceeds three minutes? Without custom music on and hold messages, frustration builds, customer service ranking drops and callers hang-up.
3. Clear communication. Customer communication is integral to the customer service experience. When customers want to address a problem or request something out of the ordinary, they want to be connected to a live human – fast! On hold messaging helps to reduced perceived hold times by as much as 64% , and it shows a caring and concerned attitude which increases customer satisfaction.
So today I have two questions for you. First, what are you doing to prevent your customers from leaving you? And second, what do you have them hear while they are having to wait on hold for you?