While it could be argued that a company that offers a customer service line is in better shape than one that does not, the advantage of that phone number could be negated if the call experience is confusing and frustrating.
That’s the experience one New York Times reader expressed in a recent letter to “The Haggler,” the paper’s customer service column. The reader had sought to rectify a mortgage issue with Bank of America – a company already notorious for its poor customer service – but found himself redirected and forwarded enough times to warrant exhaustion.
“The Haggler” followed up on the call with Bank of America and was able to help the reader resolve his dispute, but he had less luck when trying to find an explanation for BoA’s confusing phone service.
His account of the experience suggests BoA was content to ignore the issue, though a recent letter from bank CEO Brian Moynihan to his 270,000 employees indicates the company is aware of the issue and working to resolve it.
Either way, other companies can learn from this example if they wish to develop a customer service experience that is clear cut and free from confusing dead-ends. An answering service can be the perfect complement to such a system, particularly because it can address what happens to consumers when they call a business after hours.
A 24/7 answering service ensures customers’ issues are immediately noted no matter when they call. From there, businesses need to be sure that they have a clear and direct way to address these difficulties, whether it’s with an external or internal customer service team.
Ultimately, the fewer winding roads that customers have to travel to receive quality service, the better their perception of that company will be.