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

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

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

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In conclusion of our 4-Part series to examine why customers say what they say, we want to leave you with some really off the wall customer comments.  Everyone knows that certain someone in their life that tends to be a bit long-winded with a response or offers way too much information with what they say.  Well, some customers are no different and, yes, there are times when we find ourselves scratching our heads saying, “did he just say that?”

customers-grade-the-callsMost times we receive customer feedback from post call surveys, that is relevant to the call and clearly indicates why a customer is happy and gave a high score or not happy and gave a low score for a product or service.   Through such rationales, we note trends on either a product malfunction or a call center agent’s performance.  But during the survey calibration process when we receive a comment that has little to no relevancy to the request for an explanation of a score, we need to remind ourselves that our customers are people too.  People have problems outside of this particular experience with an organization.  When we look at the “why” versus the “what”, sometimes these extraneous influences appear to have no rhyme or reason.  It could be any number of things such as frustrations with a factor in their life, health issues, family problems or just plain loneliness.  What is important in this type of customer feedback is how the call center agent handles the customer while they are on the phone.

Why be concerned with the underlying influences behind a customer explanation for a score given about the experience?  Well, it has to do with an increase in customer satisfaction, loyalty, and creating a positive word of mouth.  If you can better understand your customers, you can create a better environment for the service interaction.  You can also educate your agents about how to deal with the loquacious customer and use this information as a training opportunity.  And most importantly, the use of this information within the survey calibration process assure your agents that a better understanding of why consumers sometimes say the things they do can affect whether or not they are held responsible for the scores.  After all, customers do say the darndest things sometimes which are clues for the ownership of the experience evaluations.

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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