Do you think crotchety senior citizens are the only people who still complain about not being able to talk to a live customer service rep? Think again. When a recent poll asked 1,000 U.S. consumers for their number-one customer service gripe, not being able to get from an automated phone system to a live person was the top complaint among Millennials, Gen X and Baby Boomers alike.
Although often portrayed as wanting to interact with businesses entirely online, 32 percent of Millennials say their biggest frustration is being unable to reach a live person. Thirty percent of Gen X consumers and 47 percent of Baby Boomers feel the same way.
Of course, this doesn’t mean customers are opposed to automated customer service systems—90 percent have used them and nearly 60 percent say, in general, such systems have improved customer service. But the key is making intelligent use of your automated customer service system. How can you do this?
- Always offer the option to reach a live person. Don’t make callers guess which button they need to push to get to a live representative, or wait through three minutes’ worth of options. When you run a small business, customers expect to get through quickly and to receive a personalized touch, so make sure you provide this.
- Provide alternatives. If call wait times are unusually long at a specific time, for instance, offering callers the option to leave a voicemail that is then forwarded to a customer service rep’s email enables them to get their messages through with less frustration.
- Choose customer service tools that integrate with your CRM. You’ll gain access to historical customer data that immeasurably improves your customer service reps’ ability to provide personalized, relevant service. If customers have been on hold for a while, having their data at the rep’s fingertips does a lot to ease their frustration.
With 87 percent of consumers polled saying customer service systems have a significant impact on their choice of businesses, and two-thirds reporting they’ve stopped doing business with a company due to poor service, using customer service technology the right way is more vital than ever.
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at email@example.com, follow her on Twitter.com/Rieva and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.