No matter what business you’re in, you’ve probably noticed that customer expectations have never been higher. While contact center providers knows the old adage that, “the customer is always right,” nowadays making sure you meet the ever increasing expectations is becoming increasingly challenging.
Technology is clearly raising the bar on consumer expectations. When Amazon launched their Mayday service on Kindle Fire tablets in 2013 – the technology that puts on-screen 24/7/365 technical support with a trained specialist one click away for every Kindle Fire user – Amazon CEO Jeff Bezos called it “the greatest feature we’ve ever made.” Given its popularity, I’d have to agree … but I reserve the right to change my mind if he brings that drone project online.
While Amazon doesn’t share a figure for the total number of contacts made via the technology, Business Insider reports that Amazon puts the average response time for contacts at 9.75 seconds, and that 75% of all questions from Kindle Fire customers come in through Mayday. Extrapolating from Forbe’s published reports where they estimate 20 million Kindle devices were sold in both 2013 and 2014 – the potential scale of Amazon’s user-base is staggering and their execution is no small feat. Many Call Center Outsourcing Services would be envious of that level of responsivness.
Judging by user adoption, Amazon’s step forward to personalize the customer service experience is working, and they’re not alone. Remember when you needed to leave your house to rent a movie, use a mouse to browse the internet or call a friend to plan where you’d grab coffee? Consumers today live in an On-Demand, at their fingertips world and, as service providers, we need to be agile, responsive, and prepared to meet these growing needs and ensure we deliver an excellent customer experience.
There’s great reward for getting it right, as Amazon has seen with its service, and significant risk if you miss the mark. In the Forrester report The Business Impact of Customer Experience, 2013 they highlight how a high Customer Experience Index (CXi) – which is the score of overall customer satisfaction with a brand – can affect consumer loyalty as expressed through their buying habits. The three areas measured were:
- Revenue Gained by Incremental Additional Purchases
- Revenue Saved by Reducing Customer Defection
- New Sales Driven by Customer Evangelists
In their research, Forrester evaluated the effect of improving CXi across 13 different industries ranging from consumer products to financial institutions and found potential lift in all sectors – with wireless service providers topping the field as the industry with the most potential upside. Across the 13 industries studied, the total additional revenue possible is over $9.5 Billion annually by just delivering an improved customer experience.
How can you get your piece of that pie? Well, a recent study by Gigaom Research listed both logistics and customer service as areas where small businesses plan to either begin or increase their outsourcing activity so they can focus on strategically growing their business. The study showed only 14% of small business leaders were satisfied with how they are allocating their internal resources; with nearly half reporting they would spend time on operational tasks at the expense of business strategy. Read our article on 10 great reasons to oursource your Call Center for the whole story.