It can be hard for your customers to put their utmost trust into your company if there's no fundamental acknowledgement of who they are at the core of your approach to business. Professor Robert Plant discusses this problem in a recent post on the Harvard Business Review blog, and it's worth considering how proper online customer services and other consumer contact can help reduce feelings of being dwarfed by a company's massive reach.
What Plant calls "customer flight" is possible and perhaps even inevitable if your target audience gets the feeling they're being ignored. He describes his own experiences struggling with a credit card company and notes how a difficult organization can force the customers into unwanted positions as they wade through overly long calls they don't want to make.
"Customers — maybe even your customers — experience this kind of thing every day," he writes. "They feel small compared to your bigness. They feel weak in comparison with your power. But it doesn't have to be that way."
Indeed: a big company could use their phone answering service to help communicate positive, customer-centric ideas to querying callers and, with just a little effort, keep them as the priority. For example, he suggests that swamped service lines could simply make a promise to call consumers back rather than force them to wait endlessly.
Businesses shouldn't strive to have well-rated answering services just because they want higher ratings, but instead because it's ultimately in the best interest for everyone. Consistency and flexibility aren't hard things to offer, and they can help gain your company higher levels of customer respect.