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Preventing Customer Rage – How to Defuse Common Customer Complaints
 

Preventing Customer Rage – How to Defuse Common Customer Complaints

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Who hasn’t had a bad customer experience at some point or another? From slow or no response on social media, to being passed around between departments on the phone, to being inundated with surveys ...

Who hasn’t had a bad customer experience at some point or another? From slow or no response on social media, to being passed around between departments on the phone, to being inundated with surveys after not solving your problem, companies can do things that drive us crazy. If your company’s customers have experiences like this too often, rage can result and damage your brand. Even among well-meaning customer experience professionals, sometimes systems fail, policies inhibit doing what is best for the customer, or the smartest people make mistakes. And again, customers are left feeling frustrated or worse. How can you avoid conflicts before they turn to anger?

In this program we will take real world customer complaints and talk about the root causes behind them, considering how to fix them as well as how to ensure the problems behind them don’t become the norm at your company.

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    Preventing Customer Rage – How to Defuse Common Customer Complaints Preventing Customer Rage – How to Defuse Common Customer Complaints Presentation Transcript

    • 1
    • 2 Brought to you by Social Media Today presents: Preventing Customer Rage – How to Defuse Common Customer Complaints
    • 3 Join the Conversation…
    • 4 About the Moderator Emily Yellin is a journalist, author and consultant. Her most recent book, Your Call Is (Not That) Important to Us -- Customer Service and What It Reveals About Our World and Our Lives, was published by Simon & Schuster. Currently, Emily is a consultant with Peppercomm, a strategic communications firm in New York. She also regularly speaks at conferences and in the news media about customer service, marketing, social media and journalism, and is on the advisory board for TheSocialCustomer.com. Emily was a longtime contributor to The New York Times, and has written for Time, The Washington Post, The International Herald Tribune, Newsweek, Smithsonian Magazine, and other publications. She has lived in New York City, Chicago, Los Angeles, and London, but is currently based in Memphis. Website: www.emilyyellin.com Twitter: @eyellin #smtcust
    • 5 Our Speakers #smtcust Amy Kelman Vice President, Customer Success at Zendesk. Amy leads the team charged with providing beautifully simple customer service to Zendesk customers worldwide. Amy has a deep background in enterprise and social software, customer support, and professional services. Prior to Zendesk, Amy led Customer Success at Hearsay Social, where she worked with Fortune 100 customers to grow revenues through strategic use of enterprise social media software. @zendesk Mary Jo Bitner is Professor of Marketing, Edward M. Carson Chair, and Executive Director of the Center for Services Leadership (CSL) in the W. P. Carey School of Business, Arizona State University. She has contributed over two decades of research to the field of services marketing and received the American Marketing Association’s recognition for Career Contributions to the Services Discipline Award. Among her most publicized research is the regular Customer Rage study sponsored by the CSL, Customer Care Measurement & Consulting. @WPCCSL Charles E. Miller, Director of Digital Care and Social Media, Direct TV. A leading Social Media practitioner, speaker and panelist, Charles has advised business leaders on Social Media best practices, sCRM, and customer communities nationally. Within DIRECTV he launched Social Media use throughout the enterprise including advising PR, Marketing, Engineering, Research, Field Services and Mobile Advanced Services on best practices. His customer service operations team is both U.S. and internationally based. @zendesk
    • • Research and education center within the W. P. Carey School of Business at Arizona State Univ. • Outreach arm of ASU to the business community and global academic community • Founded in 1985 to pioneer the study of services THE CENTER FOR SERVICES LEADERSHIP (CSL) BRIDGING ACADEMIC AND BUSINESS COMMUNITIES www.wpcarey.asu.edu/csl @WPCCSL
    • THE CENTER FOR SERVICES LEADERSHIP (CSL) BRIDGING ACADEMIC AND BUSINESS COMMUNITIES www.wpcarey.asu.edu/csl @WPCCSL Actionable Research Executive Education Student Education
    • Bi-Annual Customer Rage Study 2003-2013
    • Impact Of Complainant Satisfaction* Satisfaction With Action Taken (% Complainants) = = (TOP 2 BOXES) Satisfied (21%) (SECOND 2 BOXES) Mollified (39%) 79% 33% 54% 17% % Recommend Company (Top 2 Boxes)*** Average Number Told About Problem 7.2 25.8 (BOTTOM 2 BOXES) Dissatisfied (40%) = 5% 7% 23.2 All complainants 31% 21% 25.1 * Based on aggregated results from 2011. ** Based on “very” and “somewhat satisfied” with offending company. *** Based on “definitely” and “probably would recommend” offending company to a friend or colleague. % Satisfied With Company (Top 2 Boxes)**
    • What Complainants Got: “Bubkus” % OF COMPLAINANTS WHO FELT THAT THEY GOT NOTHING 2011 2003-2011 47% 51%
    • Comparison Between What Complainants Wanted To Get And What They Got: Remedy** % Wanted % Got To be treated with dignity 90% 40% My product repaired/service fixed 77% 32% An explanation of why the problem occurred 73% 23% An assurance that my problem would not be repeated 72% 19% Just to express my anger/tell my side of the story 71% 42% A thank you for my business 70% 32% An apology 62% 38% My money back 49% 17% A free product or service in the future 32% 10% Financial compensation for my lost time, inconvenience or injury 22% 2% Revenge 16% 3% Other 10% 2% @WPCCSL
    • 0% 20% 40% 60% 80% 100% One contact Two contacts Three or more contacts 49% 30% 11% “Ping-Ponging”: Still The Deadly Game In 2011 %ComplainantsSatisfied WithActionTaken(Top2Boxes) All Complainants (19%) (18%) (62%) Average # Of Contacts: 2011: 4.4 2003-2011: 4.2
    • How Respondents With Problems Expressed Their Displeasure Expressions Of Displeasure 2011 Problem Respondents 2003-2011 Problem Respondents Shared the story with my friends/other people 88% 87% Complained to the entity that caused the problem* 82% 77% Threatened to talk with or contact management 52% 54% Decided I'd never do business/come back again 47% 53% Yelled or raised my voice 24% 25% Threatened to report the entity that caused the problem to a government regulatory agency 16% 17% Cursed/used profanity 8% 7% Threatened legal action 8% 8% Threatened to contact the media 7% 6%
    • Product/Service That Caused The Most Serious Problem: Top 5 Product/Service Type 2011 Problem Respondents 2003-2011 Problem Respondents Cable/Satellite TV 19% 7% Telephone 14% 10% Consumer electronics – non-computer 9% 8% Retailer 8% 10% Automobile 6% 11%
    • 15 #smtlive
    • 16
    • THE IMPACT OF CUSTOMER SERVICE SOURCE: DIMENSIONALRESEARCH.COM, ZENDESK.COM
    • THE IMPACT OF CUSTOMER SERVICE SOURCE: DIMENSIONALRESEARCH.COM, ZENDESK.COM
    • IMPROVING THE WAY CUSTOMERS HELP THEMSELVES ONLINE SOURCE: ZENDESK.COM
    • Case Studies: Social Customer Interactions Charles Miller Director Digital Care and Social Support DIRECTV @chasmiller V3
    • Turn Outreach into Standard Practice Case Study: Opening Day: College Football • Detected in real-time • Communicated alternative SD to HD feeds • Engaged customers and notified when restored • Incorporated process to National Command Center
    • Focus on the Customer Experience Case Study: Avoid typecasting upset customers • Be aware of customer’s other brand interactions • Customer Service insights can provide ROI
    • Join our Best Thinkers Webinar… #smtlive Empowering Employees: Could Your Staff Be Your Best Brand Advocates? http://socialmediatoday.com/employee-advocates-webinar 11
    • Liked our webinar? Join us IN PERSON We're super excited about our first-ever conference, The Social Shake-Up...and that's due in no small part to the fact that we can't wait to meet our SMT community (that's you!) face to face. Join us in Atlanta as we bring together major thought leaders, many of our bloggers, and community members to find out what they are doing and how it can impact your business. All webinar attendees get 25% using code: SMTLIVE http://socialmediatoday.com/event #socialshakeup