The Human Element? – Customer Service = Yes

connectionMy wife and I were having a conversation about her new job. I was telling her I was happy about her new role and how she might have a little less stress with the new work she would be doing. The conversation progressed and we began talking about how companies regard their employees. That conversation made me think about writing this blog entry and so here it is. You see I believe customer service is an item that you cannot do without. In everything you do with regard to being a consumer, customer service is involved.

What I would like to focus on is the human element of customer service. It would seem as though this part of the service is missed or not thought about or is secondary to the profit line.

Some stats about the human element of customer service.

A study from Conversocial (http://www.conversocial.com/blog/consumer-study-88-less-likely-to-buy-from-companies-who-ignore-complaints-in-social-media#.VuBaxZwrLIX) found that the way customers are treated on social media has a considerable effect on their feelings toward a company. In fact, if ignored by companies on social media sites:
45% would be angry
27.1% would stop doing business with the company completely

In September 2013 American Express tested 1,620 customers, 63 % felt their heart increase when they thought about receiving great customer service. Another 53 % found that receiving great customer service triggered the same cerebral reactions as feeling loved.

 

The research—commissioned by Verint in June and July 2016 in association with Opinium Research, a UK-based research company, and research and advisory firm IDC—involved consumers in a dozen countries: Australia, Brazil, France, Germany, India, Japan, Mexico, the Netherlands, New Zealand, South Africa, the UK and the US.
Key findings from the study include:
83% of respondents said they prefer human customer service interactions to digital alternatives.

For all age groups, the phone emerged as the most popular way to contact organizations and service providers, according to nearly a quarter of consumers. Visiting the store front was next in popularity at 23%.

Those who receive more human or traditional customer service display more positive behaviors toward brands.

The more complex the service request, the more likely consumers are to prefer human interaction to digital channels.

Two-thirds of consumers and 91% of businesses feel customer service online and via mobile devices needs to be faster and more intuitive to serve end users.

Based on those statistics, I would say the human element is important to consider wouldn’t you?

It is also shown on some Google searches that robots can have feelings. (https://qz.com/433877/robots-in-japan-now-have-emotions/) .

Now this begs the question. Why is it that a company can think to have robots interpret feelings, but that human element is sometimes missed or completely secondary when it comes to dealing with an actual human being?  After all, the development that it took to implement this type of thought into having a robot interpret feelings, says to me that the people doing this realizes the human element is important. I don’t think you can effectively service your customer if you don’t think about the human side. Emotions carry a lot of weight in a persons buying habits. I think companies should and need to be mindful of that. This also applies to your internal customers.

I have always said if you are the owner of a company and you are only focused on the bottom line, profit margins, and revenue. When you go out from the workplace and become the consumer don’t you expect to be treated like a customer, a valued customer? Don’t you expect to have your feelings considered when you are a consumer spending the money you worked for? Or are you thinking about that businesses bottom line, profit margins, and revenue and putting your feelings on the back burner? If the former is true, why wouldn’t you consider this feeling about your internal customers?

Something to consider

As Virgin CEO and founder Richard Branson once said…“The way employees are treated is the way they will treat your customers.” And as any failed business knows with hindsight, the breakdown in customer relationships often begins with a breakdown in communications within the company itself.

According to the Gallup Organization (https://barbarakhozam.wordpress.com/2013/03/28/can-poor-internal-customer-service-impact-great-external-service/):
19% of employees are very negative about their work. These employees are considered actively disengaged – also known as “out to lunch.”
25% of America’s workforce are employed in industries that report 100% turnover
55% of employees are apathetic or uninterested
70% of employees feel no obligation to stay with their current employer
90% of voluntary resignations are due to feeling under appreciated

 

In closing, I would hope that companies are considering the human element when interacting with their employees. I would also hope that companies are looking at the human element when dealing with their customers.

 

Thank you for reading my blog and I hope the information is valuable and worth sharing. Please do.

 

Author: dbeaumont16

Known for delivering outstanding customer support to clients, David Beaumont is a knowledge seeker and results driven visionary who builds relationships with clients and peers by aiding the end-user through training and development tasks. David is a qualified support professional, HDI Certified and holds a Bachelor of Science in Business Administration, Finance from The Ohio State University. He has more than 15 years of experience in customer service, EDI and client support. You can follow him on Twitter @dbeaumont266 or feel free to comment on his blog: https://customerserviceisreal.wordpress.com. You can also connect with him via LinkedIn: https://www.linkedin.com/in/david-beaumont-9299b46/

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