Customers say the darnest things….but why? “The Happy Customer” Part 1 of a 4-Part Series

//Customers say the darnest things….but why? “The Happy Customer” Part 1 of a 4-Part Series

Customers say the darnest things….but why? “The Happy Customer” Part 1 of a 4-Part Series

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As part of our role in customer care in call centers, we have been taught to ask customers for their opinions in order to make our service delivery a better customer experience for them.  Customer feedback is a tool to improve service, which can make service a competitive advantage, and is usually a source of invaluable information.  But sometimes, as we collect real-time feedback with post-call surveys from our partners’ customers, Customer Relationship Metrics (Metrics) hears the darndest things.

In Part 1 of this 4-Part series, we will take a look at the delighted customer.  In fact, so delighted you have to check out their comments here in yesterday’s “Knuggets and Knuckleheads” to see what we are referring to.

customers-grade-the-callsAfter collecting customer data and comments for more than eleven years, Metrics decided to step away from customer experience analysis about what customers are saying and consider why they are saying it.  What motivates customers to say the things that they actually say? Their behaviors.

Since customers are not able to see and have never met the agents they interact with, they create a mental image of what this person must be like using expectations and prior experience as a guide.  Consumers are motivated to categorize others because it makes their lives simpler and provides a feeling of control.  Callers, therefore, will know (or think they know) how to handle a situation in which they are dealing with people they don’t know because they have mentally categorized it.  People will naturally compare others to a prototype they have in their mind to make the situation easier and manageable.

When people call for customer service, they begin with a prototype in mind of what the agent should be like and how the interaction should go.  When an agent fits the prototype, and even goes beyond what the consumer believes to be the prototype, then Wow Factor feedback is collected.

In Part 2 of this 4-Part Series, we’ll take a look at the not-so-happy customer.  Here we’ll see how poor customer service leads to negative behavior and, even worse, how it in turn negatively affects your brand.

About Dr. Jodie Monger

Jodie Monger, Ph.D. is the president of Customer Relationship Metrics and a pioneer in voice of the customer research for the contact center industry. Before creating CRMetrics, she was the founding associate director of Purdue University's Center for Customer-Driven Quality.

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