The frustration gap

Why do most call centre’s seem out of touch?

Is it the robotic voices that ask you to reveal your personal details out loud on public transport?

Could it be when they pretend to check with their supervisor before coming back with ‘no, we can’t do that’?

Or is it when we are transferred to 5 different departments before someone can help?

The gap

One overlooked reason why our customers become so frustrated with our service is how we structure our teams.

The people tasked with delivering and improving what we offer (marketing) are completely separate from the team that helps support that offer (customer service). In fact, they’re not only separated on the organisational chart, but often by countries and time zones too.

As a marketer, the best thing you can do to truly understand your user’s experience is not to spend time on social media listening, send out surveys or cold call customers – it’s to spend one day in your support centre.

Suddenly, you will see the frustration gap. You’ll see why quality support staff are essential to any business and why so many businesses fail.

You’ll see where potential customers drop out, why carts are abandoned and how a 1-step process can morph into 20.

The positive: we can fix it.

What are you doing to close the gap?