Customer Rage & Customer Experience ROI – How An Infatuation With Insincere Customer Experience Metrics Destroys Brands.
Companies have put an overwhelming emphasis and invested meaningful resources in the customer experience. Yet, today’s customers are experiencing more problems than ever before, are less satisfied with corporate responsiveness than ever before, and get very little in return for their effort. In fact, the results of our study show that the vast majority of complaint handling experiences are extraordinarily bad for an overwhelming majority of customers. You have to ask: ‘Why are so many companies so incompetent at resolving customer problems?’
Our research and experience working with various companies, suggests that this low-level of complainant satisfaction is an unintended consequence of two corporate customer experience vices. First, and foremost, too many companies are infatuated with insincere customer experience metrics. Second, all too many companies build their customer care foundation on executing their transaction rather than on diagnosing and responding to what customers want.
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