Far from being low down the considerations for companies with the financial pressure of survival dominating the agenda, delivering the best of customer service experiences is more important than ever. No one wants to deal with a company that treats people poorly yet letting customers down seems to be increasingly more common. But let’s not forget, customers never forget. Which companies will you soon remember for the right and wrong reasons?
86% of customers admit that they are willing to pay more for great customer service. Companies cannot afford to ignore this regardless of the current situation. Recent predictions were that customer experience would take over price and product as the key purchase determinator and brand differentiator. There is no doubt that discerning consumers will be counting every penny and ensuring they are spent wisely. If a company doesn’t come up to scratch in that respect, then it won’t be the company of choice for much longer!
Let’s take a look at the definition of customer experience? Customer experience is your ‘customers’ perception of how your company treats them. These perceptions affect their behaviors, and build memories and feelings to drive their loyalty.’ In the current situation there are companies that are treating people fairly and well and there are those who are making the lives of consumers a misery. Customer emotions are running at an all time high and companies just cannot afford to disappoint.
The loss of face-to-face contact in many situations means that companies have to pull out all the stops to develop that understanding of their customers and drive brand loyalty accordingly. Stalling on refunds, reducing options for customer contact, not abiding by consumer legislation and inability to deal with consumer queries are not the best ways to go about doing so.
As it stands today, 84% of Ryanair customers have not received a refund. This figure is 63% for Easyjet, 23% for British Airways and 19% Jet2 according to figures from WhichUK. Customers are finding it almost impossible to contact companies to discuss these refunds and have to deal with obstacle after obstacle to chase what is rightfully theirs. It really should not be that difficult!
Here’s the bottom line: if you want to get through this crisis and still have customers to offer a service or product to then you need to do the right thing right now. Customers don’t forget and won’t forget. Be remembered for the right reasons.