There was a time when customers could only communicate with businesses via phone, e-mail or in person. But today, with customer service going the multichannel way, you would expect that the holiday shopping season would be less stressful for businesses. Bryant Wilson, CEO of On Hold Company, appears to think differently.
His views are based on a report from a recent survey conducted by American Express that showed only 10 percent of respondents preferred Web or e-mail assistance for important issues. Sixty-five percent wanted to be able to contact a live in-person or phone support even for minor issues and that figure increased to 76 percent when the issue was serious.
Wilson underscored the importance of providing excellent customer service by catering to the whims of the customer, especially during the festive rush. He asks businesses to gear up for the onslaught of phone calls and in-person visits and also hire the right people and empower them correctly to resolve issues.
It’s a stressful time of year for a lot of people, and small problems can escalate quickly if not handled with care.
Incidentally, he also emphasizes the importance of keeping callers happy and on the line when calls are placed on hold. A frustrated caller would be more willing to wait if on-hold messages also imbibe the festive spirit and spread the cheer. It could even convert a first-time holiday shopper into a loyal, long-term customer.
“On-hold messages are a critical extension of a company’s brand, just like its employees” Wilson said, and added, “A well-crafted holiday message spreads a little cheer and goes a long way to easing some seasonal stress.”
Many companies seem to be thinking along the same lines as Wilson for they have brought back live telephone support back in house to better track results, deliver personalized customer service and are also being selective about the people they choose to deal with their customers.
After all, customer service is about treating people right and making a great effort to satisfy their needs. Those companies that value their business will go the extra mile for customers.