I like transactions that are easy, effortless and fun.  Save me some time and the aggravation of not having to wait in a long voicemail “queue” and I will reward your firm by sharing my positive experience at every opportunity.

But how would a call center employee know that about me if they haven’t had frequent interactions with me? And furthermore, what difference does it make?

The hard-edged measurable results are that you will get more business.  According to Gallup research, 23% more business to be exact: from me and from my referrals.

A few weeks ago I needed to call customer service at a major bank.  Like many of you, I was dreading having to even make the call.  Why?  Long automated menu selection, not even having the option that I need to select, then having to figure out how to get a “live” person, and then going into another “queue” that informs me I am calling at a high volume time and my anticipated wait time is five plus minutes.

To quote a popular phrase: ”Really?!”

Then, after the wait, I finally talk to a service person, only to get the wrong information.  I had to call back two more times (and yes, go through the queue again) before I received the correct procedure.

I certainly shared my experience on the prompt email survey I received the next day.  I guess it is no surprise that no one has acknowledged the poor service or tried to make me happy again.

How many calls come into the typical customer service center on a daily basis?  1000 plus!  The way I see it, a firm gets 1000 plus opportunities to build and strengthen client relationships.

If you are relying only on customer surveys to gain intelligence on how to create a unique customer experience, you will be left behind by the competition.

To provide unique customer experiences from the very beginning you need the right behavioral information.  And, yes, YOU CAN!!   Find out how to “know, engage and grow” your clients at communicationdna.com