June 12, 2015
Jaeger-LeCoultre customer service
When consumers encounter a problem with a product or have a bad experience, they generally try to troubleshoot it on their own, making call centers a last resort, according to a new report by Mattersight.
By the time a consumer calls a brand's customer service line, they are usually on edge and demand nothing less than excellent service. With such high expectations that are so often thwarted, luxury brands cannot afford to skimp on this fundamental area for building customer trust.
"Call centers are stuck in a cycle of customer frustration," said Kelly Conway, president and CEO of Mattersight.
"Rather than diffusing the situation and providing each consumer with personalized service, most businesses still measure success on getting callers off the phone as quickly as possible -- doing little to improve the customer experience," he said.
Mattersight surveyed 1,000 consumers for this report.
Dead ends
As everyone knows, consumers are more connected than ever before. They have access to seemingly infinite information through their phones and they are almost all programmed to Google search their problems.
Consumers heavily research products they purchase and are generally well-informed about their uses.
Four Seasons' new mobile app
Furthermore, since consumers are used to instantaneous results when searching online, the sluggish pace of call centers can be keenly agitating.
Mattersight's survey revealed that two thirds of consumers are frustrated before they even talk to an agent.
Seventy-five percent are frustrated after the call even if their problem was solved.
This dilemma of overriding anathema to call centers is a sore area for all companies.
Mattersight argues that the primary reason for this disconnect is that call centers prioritize dealing with consumers as fast as possible to relieve queue pressure, instead of personalizing each call.
Essentially, the current model of cost-slashing call centers are in a catch 22. The more personalization they add, the more likely lines get clogged, the more likely that consumers begin their calls peeved, and so on and so forth. Plus, not many people are thrilled to be call center agents.
However, the report urges companies to find ways to connect callers with representatives who will have a natural rapport based on their personality traits.
Ninety-two percent of respondents said that they would choose a representative if given the choice.
The survey also revealed that more than half of respondents want call center agents to acknowledge the urgency of their problem and prefer to speak to dedicated and conscientious or logical and specific call agents.
Call centers should look to sales associates for how to treat consumers
Millennials also prefer speaking with warm and caring call agents over 35-years-old.
A positive customer service experience on the phone can be influential on a consumer that dreads call centers, leading to brand loyalty and advocacy.
For luxury brands who depend on superior customer service, best practices have to be implemented in call centers.
Doing it right
Luxury brands regularly try to improve their customer service.
For instance, department store chain Nordstrom acquired menswear personal clothing service Trunk Club.
Trunk Club’s personal stylists pick out apparel for its stylish male consumers based on profiles, rather than having the men shop themselves. This new addition to Nordstrom represents the retailer’s dedication to constantly improving its multichannel experience for consumers (see story).
Also, Stuart Weitzman gave its consumers digital personal attention through a shoppable quiz on its ecommerce site.
Stuart Weitzman’s Shoe Finder asked consumers a series of questions and then provided a highly-edited number of styles that fit her lifestyle and what she needs and wants. Since consumers are shopping more online, it makes sense to offer this kind of style advice on an ecommerce site to match the individual attention they would receive in store (see story).
Even though a good portion of customer service is moving online, call center basics should still be heeded.
"The consumer needs and desires came through loud and clear in this survey," Mr. Conway said. "Businesses need to better understand personality and communication preferences.
"Improving the call center experience benefits consumers, agents and the company bottom-line," he said.
Final Take
Joe McCarthy, staff reporter on Luxury Daily, New York
Share your thoughts. Click here
