Why do most call center systems repeat the phrase “your call is very important to us,” only to immediately put customers on hold for 5,10 or 20 minutes?
These moments of customer service frustration, whether they’re during games of cross-department phone tag, via cryptic self-service platforms or in endless loops of chatbot conversations, have become dreaded hallmarks of customer support operations across industries.
More often than not, as companies integrate new technology into customer service, it’s at the expense of both customer and employee experience (CX and EX). But if CXOs were to re-think technology integration from the customer’s point of view, they could turn customer support into a point of competitive differentiation while cutting costs at the same time.
"When customers are put on hold, they may feel that their call is not important. Even a brief hold at the wrong time can seriously degrade a customer’s experience and diminish how they perceive a company.” says Jennifer Borchardt, Vice President of Experience for Financial Services at Publicis Sapient. “Efficient and responsive customer service is an important investment and a critical aspect of customer – and employee – experience. Good experiences increase profits, promote brands, and drive loyalty".