Jitbit, a help desk platform, has produced this infographic with statistics that clearly paint the picture the impact of poor customer service on a business. Companies continue to treat poor customer service as they did years ago… when customers used to only complain to the business or to a small circle of friends. But that's not the reality of the world that we live in now.
Angry customers are silent assassins
Poor customer service erodes your brand's reputation online and directly impacts your marketing return on investment. If you've got a product page online that's riddled with poor reviews under it, potential shoppers are going to walk away. In fact, 86% of visitors will not purchase from a company with negative reviews.
To improve your customer service overally, JitBit recommends that companies improve the interaction between service employees and customers, provide better training to avoid incompetent staff, and provide a consistent experience across all customer service channels – that includes both phone, email, live chat, forums, click-to-call support and even social media. They detail the 11 Ways Bad Customer Service is Burning Your Bottom Line in their post:
- Inaccessibility – businesses need to be reachable and responsive across all channels.
- Speed – nothing frustrates a consumer like waiting for assistance.
- Knowledge – service agents who can't help are beyond frustrating.
- Arguments – trying to win the fight pushes businesses into losing the war.
- Promises – breaking promises breaks trust, and half of all companies break promises.
- Records – repeated calls and explaining a problem all over again each time drives customers nuts.
- Personalization – not recognizing who your customer is, their value, their expertise, and their expectations leaves companies behind.
- Listening – having to repeat the problem over and over is unnecessary and drives down satisfaction rates.
- Following Up – when you say you're going to follow up, follow up.
- Rude Staff – no matter how bad a day your staff is having, there's no reason to take that out on the next customer.
- Run Around – getting transferred and delayed with no resolution is the worst thing you can do to a customer.
The bottom line of this infographic? By 2020, customer experience will overtake price and product as the key brand differentiator. Many brands are there already, in my opinion. Businesses are learning that dissatisfied customers rarely come back, the majority never using the company again. Compound that with the fact that disattisfied customers can easily share their frustration online, and your business is heading for trouble if you're not responding and rectifying the problems that are being verbalized. Many companies treat customer service as a necessary evil when they should be investing in it as a differentiation from their competitors.