As consumers we all know exactly how we want to be treated, we are all unique individuals who expect human interaction in this digital world of endless communication possibilities. I believe it’s fair to say that as digital natives we all understand how engaging customers, building an authentic community with strong relationships with your audience and obeying the golden rule of befriending your customers rather than bombarding them with selling messages is becoming paramount.
However, for many years businesses have made it increasingly difficult for their own customers to reach them, which goes against all of these basic modern principles, so it should be of no surprise that there has been a dramatic shift of frustrated users turning to social media channels to voice their concerns knowing that a public facing forum is their only chance of being heard. How did this happen?
Call Centre Hell
The infamous ‘helpline’ in loathed by most and although businesses have put in place a process to ensure that calls are routed to the right department in order to cut down on call waiting times, the customer experience is not one that anyone would want to repeat any-time soon. (more…)