Too many companies think better customer service is all about adding tiers of features and service options, but new research questions that approach.
More Isn’t Better
Researchers working at the University of Maryland’s Center for Excellence in Service identified a paradox they called “feature fatigue.” That is, “we tend to choose the products with more features even though we would have been happier with an easier-to-use alternative (with fewer features)… Consumers are less satisfied because they pay for features they don’t or can’t use.”
Because we are repeatedly told (by marketers) that “more” is what we need and want, we tend to buy the product or service that gives us the most features. To ensure customer satisfaction, retailers and brands must now offer more customer support, better store navigation, technology integration to help customers make smart purchase decisions, and many other steps and services that were unnecessary in the early days of the Great Consumer Society.
Agencies can help clients with customer research and insights that can guide not only customer service and product marketing, but product innovation, customization and audience segmentation.
Putting the Customer First
Agencies can assist clients in creating a positive customer experience by asking the following questions, then designing customer touch points to deliver a great experience from the customer’s perspective.
1. Who is the customer?
2. What kinds of products or services is the customer looking for from the company?
3. How can the company match the customer’s goals?
4. What does the customer expect from the company and brand?
5. What does the customer value?
Customer Experience To-Dos
Improving customer experience means shaping user interactions so customers gain benefits in access, customization, convenience and security. Here are seven approaches:
- Make it customizable – Allow users to customize not only access, but how they view pages, how much interaction they want, what information they may select, tools, links, and so on.
- Make it easy to use – Provide a well-designed customer interface, clear instructions, simple architecture.
- Make it convenient – Include “remember me” functions, account self-management, reorder reminders, device compatibility.
- Connect it – Supply contact options, appropriate cross-marketing (“you may also like…”), useful links, feedback, reviews.
- Protect it – Offer privacy controls, marketing opt-ins, secure purchase.
- Make it Efficient – Consider processing speed, auto-confirmations, customer response standards.
- Anticipate – Always look for ways to make the customer experience better.
