Megan Jones of Call Centre Helper recently interviewed me about the “Pillars of Customer Service.” In preparation, I did a Google search and asked, “What are the pillars of customer service?”
There are many correct answers. In other words, there are no definitive answers. Some of the information and articles included words and phrases such as:
· Personalization
· Responsiveness
· Integrity
· Knowledge
· Empathy
· Patience
· Problem-solving skills
· Communication
· People first
There were many others as well, but one I didn’t see in any of the Google responses was respect. I’m sure some companies have incorporated the word respect into their Pillars of Customer Service; however, the almighty and powerful Google didn’t mention them. I even asked my close friend, ChatGPT, and it didn’t come up with the word respect either. I responded, “I’m surprised none of my Google searches or my query with you didn’t mention the word respect. Maybe I’m on to something.”
ChatGPT came back with a great answer. “Your observation highlights a valuable insight into possibly underserved areas of discussion in customer service. … This could be a compelling topic for your next customer service keynote speech, article or book, offering a unique viewpoint that can resonate deeply with businesses striving to elevate their customer service quality.”
Thank you, ChatGPT!
So, let’s talk about the never-mentioned pillar: respect. First, some definitions.
· Cambridge Dictionary includes “politeness, honor and care shown toward someone or something that is considered important.”
· Merriam-Webster Dictionary includes “high or special regard.”
· Dictionary.com includes “to show regard or consideration for.”
All customer service pillars involve some degree of respect. They all aim at one single idea: to give the customer the best experience possible. In other words, respect their decision to do business with you in all possible ways, and they will respect you as a company or brand, hopefully in the form of repeat business—maybe even loyalty.
Respect is a lofty goal. Unfortunately, the majority of companies and brands don’t deliver on the concept, at least according to the more than 1,000 customers we surveyed for our annual customer service and CX study. Specifically, we asked if customers felt brands and companies respected their time. Why time? Because it’s something that, once it’s gone, can never be recaptured. It’s precious to many and one of the easiest ways to show a level of respect—or in some cases—a lack of respect. The results of the survey were telling:
61% of customers don’t think companies or brands respect their time.
This is not the answer most of us would hope for. There are many ways customers feel they are disrespected. We asked them what would likely cause them to switch to a different company or brand.
· More than half (51%) are likely to switch companies or leave a brand because they had to wait too long on hold. How long someone is willing to wait is an individual preference, so maybe this should be the next question on your customer satisfaction survey: How long are you willing to wait before you become frustrated when holding to talk to a customer service or sales agent? If a bad customer service experience includes the customer feeling disrespected for any reason, don’t be surprised if they don’t come back.
· Even more—60% of customers—are likely to switch companies or leave a brand because the company didn’t respond fast enough. How fast is fast enough? If a customer wanted to wait six hours for an answer to their question, they would have waited six hours to ask it. Once again, time is an opportunity to show respect (or disrespect).
· And 75% of customers are likely to switch companies or leave a brand because the company didn’t respond at all. This sends a message that the company doesn’t respect the customer at all.
Respecting a customer’s time is just one way to show respect. Kindness, being proactive and recognizing and appreciating a customer for their business are just a few more ways—of many—to show respect.
Here’s a homework assignment. Sit down with your team and ask two questions:
1. How do we show our customers we respect them?
2. Are we doing anything that would show our customers we don’t respect them—even if that’s not our intention?
These two questions could give you answers and ideas that will enhance your relationship with your customers by proving your respect and appreciation for them.