Omega Blog

Poor customer service continues to linger in many industries

Posted on 10 July, 2013

Great customer service is an effective marketing tool. Consumers often share their experiences with friends and family and with the growing popularity of social media tools, it is easier than ever to reach a broader audience. Unfortunately, the reverse is also true. A study by NewVoiceMedia found that 31 percent of consumers post about poor customer service they receive as well.

These posts can have a powerful influence on potential customers for businesses in any industry. With the availability of mobile devices, many consumers have taken to researching products and brands online before they ever contact a company. Despite the potential of having bad customer service ruin their ability to attract and retain clients, many organizations fail to take the appropriate steps to improve their customer experience management strategies.

Physicians Practice noted that poor customer experiences are common in the healthcare field. Customers are kept waiting for long periods of time and often interact with rude or disinterested administrative workers. The bad service could be due to a range of reasons, but businesses in any industry should take the time to address these issues quickly.

Improving customer service with metrics
Doctor offices and hospitals that have positive reputations for great service often see high demand for their specialized services. This also holds true for B2B firms. Developing a strong customer retention strategy with the focus of delivering exceptional service can help companies increase repeat sales and generate additional revenue. However, for many organizations, there are questions about how to measure customer experiences. CMSWire stated that a Forrester report outlines seven basic steps for segmenting, measuring and analyzing customer experiences.

The paper states that identifying where issues occur is a critical step in improving interactions. Customer experiences often occur at three different levels – the overall relationship, customer journeys and discrete interactions. By focusing on measuring metrics at the various levels, businesses will gain a better understanding of how experiences affect customer satisfaction. Measuring customer experiences could help businesses identify when clients are at risk being lost or may be enticed to make a purchase with a better discount. Establishing clear targets for customer satisfaction may improve customer experiences and create a stronger brand image.

Omega Management Group's CEMDNA Playbook StrategySM provides firms with the insights and strategies they need to increase customer acquisition, retention, growth and win-back. By adopting the techniques and strategies included in the Playbook, organizations can lock-in customer satisfaction and loyalty to gain a competitive edge in the market.