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 There has been a certain amount of scepticism surrounding CRM in the past, but now it seems like everyone is doing it. Is this the case?
Andy Wood, MD, GI Insight |  |
Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes | |
How can I apply the principles of unified communications to CRM to boost productivity and enhance service?
John P. Joseph, VP Corporate Marketing, Envox Worldwide | |
What makes excellent service?
Mark Greatrex, Product and Services Director, Lakeview | |
What are best practices for displaying ads in email newsletters?
Andrew Osterday, Solutions Director, eMarketing, Premiere Global Services | |
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 | Kirk Parsons, Senior Director/Senior Analyst, J.D. Power and Associates You Asked
How can we increase positive customer service experience of wireless users? | | |
The Expert's Answer
According to a recently released study by J.D. Power and Associates, customer service issues that are handled by a service representative, either over the phone or at a retail store, generate significantly higher customer care ratings than non-human, computer-generated interaction.
One of the main factors contributing to this disparity is the quality of response given. A service representative - either over the phone or in person - can answer customer questions and clarify answers given. This kind of flexibility is very limited in both ARS and Internet contact methods.
As more companies encourage customers to contact Internet and computer-based customer service programs to save operating costs, they run the risk of increasing churn (when a customer switches carriers) as the number of contacts needed to resolve a customer complaint or issue rises.
Since future churn levels are four times as high among those who rate their wireless carrier below average in customer care, the challenge for wireless providers is to offer an easy and efficient customer care transaction experience.
Other very critical areas to achieving a positive customer service experience are response time and accuracy. In terms of response time, minimizing the time a customer waits on hold or is transferred before a live person is in the position to address the inquiry is paramount.
Our study has shown that 4 minutes is the cut-off point to where satisfaction with the transaction experience declines considerably. In addition, another interrelated customer service issue is accuracy, or the ability of the service rep or automated system to accurately solve the inquiry on the first contact. As the number of follow-up inquires increases due to inability of the first service contact to resolve the inquiry, satisfaction performance of wireless companies decreases.
Kirk Parsons is Senior Director/Senior Analyst of the Wireless Services practice at J.D. Power and Associates in the Westport, Connecticut, office.He is responsible for business development and management of syndicated and custom projects in the wireless services industry.Mr. Parsons works with clients in the wireless markets, providing tactical and strategic support in improving customer satisfaction as well as industry insight and trend
analysis.
J.D. Power and Associates
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