“Customer experience” is in vogue again. Everywhere you look, there are articles and posts covering how companies can ramp up customer experience to generate more revenue.
And, to be fair, customer experience should always be in focus. As the economy swings back into hyperdrive, consumers are being bombarded with new and exciting offers – the kind that can get otherwise loyal customers to jump ship.
Retaining customers makes sound financial sense – acquiring a new one is five times more expensive than wowing an existing customer away from the noisy competitors and their splashy ads.
Hands down, the best way to retain your customers is by finding ways to make their experience with your products and services hassle-free and completely satisfying. In the world of technology, customers always remember when things go wrong.
Everyone understands that technology likes to act up from time-to-time. How many times has your laptop suddenly run out of charge right before an important presentation, or a 6-hour flight?
For telecoms, the stakes are even higher. Right before a huge pay-per-view fight, the node goes down – and everyone on the block is left without cable. Or a misguided neighbor decides to try their luck at edging their lawn – right next to where the buried cable lines are.
The way to win, in these moments, is to deliver fast, competent help. From the moment your customer service center gets the call, there’s a timer running. Your customer will judge you based on how quickly you respond. And an appointment sometime between next week and next month isn’t going to cut it.
Companies can leverage technology to deliver better experiences. For instance, FieldEngineer is one platform that tech companies are using to help shorten the gap between problem and solution. By allowing companies to access on-demand talent, with the skills and experience necessary to complete technical assignments, telecoms and other tech players are dramatically improving customer experience, without the overhead of a traditional (old school) global support team.
The ability to choose assignments dramatically improves the employee experience as well. And, it turns out, happy team members help to deliver an even better customer experience. It’s service with a smile for the digital age.
There’s a real shortage in the industry. Fifty-five percent of telecoms report that they are struggling to fill open positions. This means that customer service is directly impacted, as in-house tech teams are stretched to the breaking point.
As large firms continue to engage contract firms to help solve customer-facing issues, there are still times when the sheer need of customers facing service outages is overwhelming. Add into this a labor shortage and a disconnected customer service process, and you have a perfect storm for customer disappoints.
It’s exciting to see the gig economy expand into the tech sector. Yes, technology has always supported the gig economy – if you think Uber is a cab company, guess again. But, it’s only in recent years that the freelance marketplace is expanding into more skilled arenas – the kinds of jobs that keep the technology running and evolving.
Having platforms find ways to provide quality service contracts, on-demand talent that’s available locally on a nationwide basis, and who are fully connected to the rest of the business deserves some serious applause. For telecoms, it means a better customer experience and a real opportunity to hold the competitors at bay.
Dan Steiner is a professional writer, author, and marketing influencer. He is an active mentor in the California startup community, and has helped numerous brands grow over the years. Currently he serves as CEO at Elite Legal Marketing, a law firm marketing agency. Dan's published work has been featured in dozens of media outlets, including Entrepreneur, Inc, HuffingtonPost, GoDaddy, among many others. When he’s not writing or speaking, you can find Dan at the gym, backpacking, or volunteering at his local animal shelter.