posted on
July 16, 2009 at 01:48PM
In response to
ceepo's post from
July 16 2009 12:18AM
Nobody would ever say that our service is as good as it should be. We should never be satisfied with current levels of service, and should always be looking for ways to improve our customers' experiences with us. There are technically solutions to everything, but finding them and implementing them in a cost-effective manner are easier said than done.
The most important step in ensuring positive customer experiences, ultimately, is the feedback from customers. Too many people have a bad experience and, rather than bubbling it up the ladder at the store, they rant about it online. Rather than looking for solutions, too many people look for others around them to nod and share their outrage.
We are problem-solving experts, but when we're kept out of the loop, and our customers fail to give us feedback, how can we identify our problem areas/associates and remedy those issues?
We provide so many ways to let customers give us their feedback, but only around 0.1% of customers actually do so. Heck, we even offer them the chance to win a $4000 gift card every three months, and even that only increased feedback levels by about 10-15%.
If we can't squeeze information out of our customers directly, and their venue of choice for feedback is third party websites that have no connection to Sears, how do we work with that?
I'd say that this website is probably the best means of providing customer support in a timely and efficient manner. It cuts out the phone frustration, provides the online support network of fellow customers and store staff that many people seek, and give the company direct access to its customers in a way that is generally not practical by other means. Oddly enough, there is no carrot AND no stick, yet people are motivated to share their experiences because there is a sense of interpersonal connection that can't be had in conventional customer support systems.
The question is what the company can glean from all the raw materials here. Hopefully many good things will come from this fertile bed of feedback.