Time was that a company’s brand and reputation (and ability to sell accordingly) were not directly tied to the quality of customer service it provided. Yet it has always been true that good service helps retain and even win customers.
But now marketing (brand) and customer service are colliding because everything is public by virtue of social media. Some new RightNow survey findings show the clear impact of bad customer service on brand reputation and loyalty:
- 82% of survey respondents say they’ve stopped doing business with a company because of poor service (rude staff and lack of prompt response were the chief reasons)
- 95% have taken action as a result of poor customer service and 79% told others about their poor experience
All of this negative customer experience material now plays out very publicly on blogs, YouTube, Facebook and Twitter — and is amplified accordingly.
Marketing and customer service now more than ever need to start talking to one another and recognize that each is in the other’s business to some degree. But it’s especially true of customer service.
Bad experiences are going to immediately reflect on the brand and reputation of the involved company. Less defensively there’s also an opportunity to capture data from the customer service or call center interaction and “leverage” that for marketing purposes.
Telmetrics, Marchex and Mongoose Metrics for example are all doing call recording, transcription and analytics. Those call transcripts (as well as the normal “quality assurance” recordings) have a ton of valuable information for the marketing organization that right now is not being utilized.
Stay tuned for more . . .