Answer to Question #166751 in Marketing for Sunny

Question #166751

ABC company provides Data services like Internet leased lines, and broadband connectivity to small and medium enterprises. To tackle customer queries, and complaints they have a National call center. Additionally they have have a service team which is team which is responsible for calling up the accounts on a regular basis to find out if there are any service related issues. A service manager is supposed to make a visit once a month to maintain customer relationship. Further customers an also send an email to the back office with their complaints. Despite all these processes ABC is facing increasing customer dissatisfaction in the area of resolution of complaints. What might be the reason for this? What would you recommend to improve the quality of the service interaction?

Expert's answer

One of the major reasons why ABC company customers may remain unsatisfied with the services despite many efforts to satisfy is because of unmet expectations. Customers might be unsatisfied with the data services offered by ABC Company in terms of connectivity, reliability of the data, and the support of the call center. Customers have changing needs that need to be met to live up to it, coupled with raising technology while their complaints are not handled satisfactorily.

In order to improve the quality of the service interaction, the company should be pro-active such that they don’t wait until the customer complains. Surveys and meetings are a great way to understand the customer’s needs. Secondly, they should be responsive in that when there’s an issue, resolve it immediately. By waiting to resolve an issue can turn smaller problems into bigger ones. Thirdly, the company should be honest with customers. Telling customers the truth usually goes over better than lying to them. It will eventually help gain the customers' respect. Lastly, the call center department should be realistic. Some customers have expectations that are just aren’t attainable. In that case, it may be necessary to try to reset the customer’s expectations, or, if that isn’t possible, to suggest that they may be happier by taking their business elsewhere. Not every sale is worth the cost involved in obtaining it.

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