CHART
" A POSITIVE TONE COULD CAUSE DELIGHT WHILE A BLAND , UNINTERESTED TONE WILL DO DAMAGE ."
On digital versus telephone , my diagnosis is that the words used are effective without the potential damage of a poor tone of voice . A positive tone could cause delight while a bland , uninterested tone will do damage .
A digital message lacks the potential for both positive and negative tone . Given customers are much more comfortable with digital interactions ( kids grow up on Twitter / X ) the lack of audible tone of voice is not as necessary .
Phone also has the most customer dissatisfaction due to long waits : virtual queues can help a lot but less than a third of companies use them . Chat and especially video chat is most successful . Video allows eye contact which Intuit found increases trust by 30 %.
ARE THE CUSTOMER SERVICE CHANNELS EFFEC- TIVELY CHANNELING CUSTOMER COMPLAINTS , FEEDBACK , AND SUGGESTIONS TO THE C-SUITE ?
A : There are several problems with feedback channels . Often categories are not granular enough to be actionable . Second , complaints are not extrapolated to the marketplace . See CHART on multiplier by channel for CPG products , as example . Third , data from multiple sources are not integrated into a unified picture .
ARE SENIOR MANAGERS LISTENING AND ACTING ON CUSTOMER MATTERS ? OR ARE THEY IGNORING THEM ? AND ARE THEIR RESPONSES UNSATISFACTORY AND WHY ?
A : Senior managers have failed to appreciate these four items .
1 . What they hear is the tip of the iceberg for both consumers and business-to-business ( B2B ) customers . The broad general multiplier is 10 problems for each one heard by frontline staff , like contact center agents and retail employees , and 20:1 for executives .
The sales force often does not pass back issues because they are too busy and hate paperwork and think it may reflect on them : which it sometimes does , especially in B2B .
Retail is the worst . We ’ ve put up signs ( we can only solve problems we know about ) – with text or phone numbers – which helps but local employees sometimes take them down .
CHART
8 CONTACT CENTER PIPELINE