customer experience dysfunction index
The Customer Experience Dysfunction Index refers to how much customer effort is exerted to resolve a complaint or issue with a product or service. If the product or service issue is not easily resolved because of the company’s internal disorganization then the Customer Experience Dysfunction Index is high.
Sometimes it’s good to take a break from the serious, so let’s look back at some of our funniest stories. Wild, 10+ hour customer experience calls, dissatisfied customers completely destroying brick-and-mortar stores, customer service terrorists going on multi-social channel rants — these are just some of our most shockingly true and amusing stories, and we hope you agree. They just have to make you laugh (what else can you do). Do you have a customer experience story or an outlandish customer comment that is laugh-out-loud ridiculous like those below? Tweet us @crmetrics and tell us all about it!
- Man destroys T-Mobile store with fire extinguisher - In Manchester, England a T-Mobile customer learned he would not get a refund. He chose not to take his case to social media, instead he destroyed the store and used a fire extinguisher to spray the place. Continue reading “Customer Relationship Metrics’ Most Comical Contact Center Stories” »
When people find out what I do for a living they inevitably tell me about some awful customer experience they’ve had and ask if I can ‘fix that company’. From my perspective as a consumer, I can certainly empathize with their bad customer experience, but as a call center professional I understand the common missteps call centers make that unknowingly lead to these negative customer experiences.
Imagine that you want to purchase a home theater projector online. You review the choices, pick it out, put everything you need into your cart and when you try to place the order, your credit card is declined. Now you call customer service hoping to save all of the work you just invested. The big help is that declines are usually due to daily credit card spending limitations, and to call the issuing bank. After clearing up the confusion with the bank and calling customer service again to place the order, the operator tells you all the sales reps are busy, and you need to call back to process the order. When you ask the operator why she can’t place the order for you, you are told that she does not have access to the necessary screens to key in the order. Insert your screaming or crying here because we consumers can only take so much frustration. Do they win when they break our spirit?
These common problems are painful to both sides. Customer effort shoots through the roof they are forced to jump through hoop after hoop just to spend their money with you. It’s too easy to abandon the sale. You know what’s next: jilted customers voice their frustrations through social media and publicly share their negative customer experience with your brand, swaying potential customers to your competitors. On the other side, the agents are heavily rooted in siloed call center processes and are incapable of resolving simple customer issues because of lack of access to necessary knowledge or software. Guess what? The agents leave you too. Continue reading “Are your siloed call center processes increasing customer effort?” »
But if you try sometimes, you just might find you get —— a high amount customer effort and a lot of headaches. I continue to be shocked about the customer experience dysfunction I witness in my everyday life. I have no doubt that you know what I’m talking about. We see the repetitive communication and process execution breakdowns that occur during the purchase of a product or service. To the receiver, customer experience dysfunction feels like the company does not care about its customers and couldn’t care less if they develop (and keep) the relationship.
You can feel the customer experience dysfunction when I refer to a recent purchase where I was sidelined by backorders, late product deliveries, damaged goods, returns, and faulty replacements. After two months and several attempts, the company could never get my order right. I spent countless hours calling customer service, venting my issues through social CRM, rescheduling deliveries and pick-ups, only to ultimately end up back at square one, where I had to start over with a new company. Continue reading “You can’t always get the customer experience you want.” »
What are your callers thinking about when they spend minute after minute on hold to speak to an agent? Probably among the thoughts would be ‘what’s taking so long’? Studies show that up to half of all customer service calls are unnecessarily placed due to high organizational dysfunction. A communication misstep within the customer service chain inevitably triggers a customer call to figure out what has happened with their order or shipment, for example. These unnecessary calls tie up valuable agent time, run up call center operation costs, increase customer effort and create an overall negative customer experience.
I recently placed an order online but never received an order confirmation. Usually I get a prompt confirmation email that includes the order number and an estimated ship date, but this time I didn’t. Of course, my credit card was charged but without my order number or my confirmation I had to call customer service to ensure my order was actually placed. My not-so-helpful customer service agent said I had two options: wait to see if the order arrives or to reverse my credit card charges with my bank and place the order a second time. Something as simple as a missing order confirmation email had increased my customer effort score through the roof. Continue reading “Are unneccessary calls hiking up customer experience dysfunction?” »
Companies are afraid of losing ‘control’ of their brand message. There are two parts to their fear. One, customers have the freedom to say whatever they want; and, two, that is only that message in the marketplace. You can see that in part two you as a person responsible for the brand message or customer communications (yes you!) can jump in and be a part of shaping what’s presented in social media.
We already know that #1 is happening. Putting your head in the sand won’t stop it. Don’t let your fear of what customers are saying stifle your willingness to work on part #2. This is where you can become the hero of your customers and business value – offering helpful messages and bringing balance to what is being presented. Plus, you can gain ideas that can help shape your business direction and focus.
The best way to overcome this fear is to engage with customers in a dialogue via social media. Leaving negative comments alone doesn’t make them better, but engaging and solving problems and responding really can. Continue reading “Don’t lose brand control in social media.” »
Last week I told you about my alarm vs. phone company customer experience drama and raised the question of what part of each dollar spent on your products and services is needed to fund your company’s dysfunction. I bet it’s more than you thought.
To last week’s point, I just received my phone bill. I usually skim my bills and just pay what’s required. This time my paranoia of dysfunction got the best of me and I started reading the bill line by line. The bill was littered with this fee and that fee. Hard line fee? Gross receipts surcharge? Fees that I’m now convinced are disguised to cover the phone company’s dysfunction because they cannot just raise the base monthly cost without everyone noticing. Then I study the alarm monitoring company’s invoice and try to calculate what the monthly fee SHOULD be – I think I have to pay the fully loaded dysfunction fee of $39 when it should be more like $29 without the dysfunction subsidy.
Is your company so heavily process-reliant that you’ve squashed common sense? Common sense that’s needed to solve simple customer issues? Is one department setting up another to fail because of lack of communication or information that then leads to bouncing your call-in customers around without a clear path to call resolution? Are your analysts running around creating reports that no one is reading when they should be reviewing the company’s speech analytics to uncover the real customer pain? Continue reading “Just how much customer experience dysfunction am I paying for here?” »