Okay, time for a little rant!
As a market researcher, I believe in and have seen demonstrated empirically over and over the power of market research in providing critical input to management issues. And I have participated in the development and deployment of customer satisfaction research and analysis for a number of years now.
But sometimes market research is misused as a proxy for common sense.
How’s that, Dr. Bob, you ask?
Well, over the weekend, I had reason to call the insurer of my cell phone to file a claim. My beloved Droid simply died.
I had been to the insurer’s website, filed a claim, only to be told that I was not covered.
I then looked at my cell carrier’s bills to make certain that, yes indeed, I was paying a monthly fee for insurance coverage with said insurance carrier. I was.
So I called the cell service provider. Yes, they assured me, I was covered and helpfully gave me the toll-free number to call.
I did.
And I waited, on hold. I don’t know how long. Now, sitting on hold is annoying enough, especially when the information provided on the website (I was not covered) was patently false.
Then………………..the zinger.
On hold, I am treated to the repetition of two messages, every 30 seconds (you have the time and awareness to measure such items while you’re on hold).
Message number one: Don’t want to wait on hold? Visit our website for prompt and fast service.
Okay, what’s wrong with this picture? Well, I’m calling because of a problem with the website. As Homer would say, “Do’oh!
Message number two: We are experiencing a heavy call volume. We value your time and thank you for your patience.
Customer service management, here’s a news flash. Telling customers waiting on hold that you value their time while you are patently demonstrating to them with every passing message, repeated ad nauseum, you do NOT value their time, royally pisses off customers.
You are increasing customer dissatisfaction with every passing minute. Then you have the hutzpa to tell me how much concern you have that you are wasting my time.
At least have the decency to be honest: play a clip from a very old Saturday Night Live commercial that spoofed AT&T ads before the bohemoth had any competition: “We don’t care; We don’t have to.”
How do you think I responded to their customer satisfaction survey I encountered at the end of my call? Gee, I wonder.
Comments welcome.
Dr. Bob
P.S. Actually, the customer satisfaction survey only asked about the agent’s performance once I reached them. Yet another demonstration of totally missing the mark. And how many agents are receiving bad marks because customers are really upset about sitting on hold interminably but have no way to register or vent their anger except by giving the agent a poor mark? Hmmmmmmmmm……………………………………..
Tagged as:
Customer Satisfaction,
Customer Satisfaction Market Research,
Market Research,
Marketing Research
