What's happened to great Customer Service?

Customer relationship building

The relationship between the customer and the mobile communications industry is a fragile relationship especially now when everybody is on the bargain hunt and churn is at an all time high.

We get the feeling that customers really don’t trust their mobile phone network or retailer, it’s as though they feel that they are being ripped off even though we must admit there are some really good deals out there. So what’s happened?

Value

Well let’s be honest there was massive growth in the industry for about 3-4 years starting from the year 2000 and it seemed as though both the retailers and the networks were treating customers as though there was an endless supply. Suddenly everybody realised what they were doing and the term ‘Value’ started becoming a phrase used to describe the new sales process so that the customer feels as though they are valued.

I can’t help thinking that shouldn’t we have treated the customer like this in the first place? We’ve witnessed more emphasis now on customer service and those who work in the industry would have their salary and bonuses heavily linked to the customer experience whilst in store or over the phone.

Are we settling?

Lately I have found myself rating the customer experience whilst out shopping and have noticed a clear difference between those who are still doing well despite the dreaded word and period ‘ recession’ and those who clearly don’t cut it and this is reflected in their Annual reports. Are we settling for the mediocre service we get in stores?

The top bosses are worried about retail dying because of the change in how we buy – Online. Is that really so? Through our own research we discovered its the connection with their customers the retailers are missing, the internet is a faceless environment and judging from some of the customer service out there this is what the retail environment has become.

Technology

However the developments in technology have really helped the online shopping experience because strangely enough the connection is now there. Today you visit a website you almost expect to see videos, pictures and blogs because it’s that connection we are looking for to build trust and rapport.

I’m not convinced that some retailers understand this connection concept but I hope they do before they kill and industry which thrives on innovation and is actually about connecting people.

Enjoy!

Andrew