No customer contacts Customer Service for the sake of it. They do it because they have hit a barrier somewhere else in the organisation that is stopping them from achieving the things they set out to do, and they turn to the Customer Service to offer solutions.
When this happens customers want:
- To be able to contact an organisation in ways that suit them.
- To have their questions answered quickly, accurately and in language that suits them.
- To feel listened to and understood.
- To get back to doing the thing that they wanted to do in the first place. (Sometimes this is impossible and there is no solution, sometimes the customer journey goes into a dead end, what then?)
- Tools/systems/processes/teams to facilitate these outcomes for the customers.
- To have a process for understanding the barriers and dead ends and deciding what to do about them.
Customer Service in isolation helps the problems to keep occuring.
Customer are the best testers an organisation could ever have. They’ll break every process, introduce every edge case, overcome every barrier and dead end. The challenge is to get that feedback from customers, through the Customer Service team, and on to the teams that can use it to make improvements. Close the loop.