Do companies understand their customers?

There are some organisations that stand out as providers of great customer service but there are still far too many that fall woefully short when it comes to providing happy experiences for their customers.

One of the areas in which too many companies fail is when it comes to providing a telephone service to customers. They hide behind ‘security’ as a reason for not being able to help, and it leads to so much frustration on the customer’s part.

You all know what I mean. You call a company to get some basic information from them, change your policy or agreement, or cancel an agreement. But they won’t talk to you until you have ‘passed our security tests’. This might include giving them your name, address, post code, agreement number, but sometimes it seems as though you are being asked for your collar size, inside leg measurement and shoe size as well.

And it often feels as if the company you are talking to is looking for any excuse to end the conversation because you can’t answer their questions.

Although I have had this happen to me a couple of times recently I have to say I was amazed when I read an article on Roger Edwards blog this morning. Roger is passionate about marketing and customer services and in this recent blog he describes the miserable customer service he experienced following a recent family bereavement.

It reads like a Month Python sketch. It’s hard to believe that someone who is allowed to seat to his or her employer’s customers has not had the training required to know that this is a completely unacceptable way to deal with a straightforward request for information. In fact it’s hard to believe that a lot of training is required for one human being to understand that this is no way to deal with another human being full stop.

Is it a training issue, or are their other reasons why customer service is so poor?

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