Most of us have bought a car at some point in our lives. We all assume that by the time it’s reached the show room floor, every centimeter of that car has been tested, prototyped and analyzed to make sure it works the way it’s supposed to. Can you imagine the uproar if you found out that wasn’t true?
Now think about your washing machine. Imagine you just bought a new machine, and your newly washed clothing came out as a handful of wet rags because the manufacturer hadn’t tested the machine before it hit the market. You’d be outraged, wouldn’t you?
Companies test just about every product before bringing it to market, from jet liners to smart phones. Before products come in contact with customers, companies already know how they’re going to work and what experience the user will have. New products might have a minor glitch here or there, but the big stuff is assured.
That is, unless the “product” is customer service. Then companies often wing it rather than test. This lack of quality assurance costs incalculable amounts of customer good will, millions in revenues, and tons in lost ROI on customer service technology systems.
How to Lose Customers and Your Money
Sending customers down a blind alley on an interactive voice response (IVR) system or cutting them off during a transfer between customer service representatives is an obvious way to earn their wrath. Even worse, in today’s social media age, people don’t suffer in silence. Customers are quick to share their frustrations with thousands of Facebook and Twitter followers. Before long, a few problems with your customer service apparatus can earn you persistently bad word of mouth amplified by social media.
Service quality problems also have an immediate impact on customer service system ROI. When customer service representatives repeat themselves three or four times because of poor voice quality, they’re wasting time that could be spent serving other customers. Costs like that can be quantified and presented to senior executives as the immediate, concrete losses they are.
The Value of Testing and Monitoring
Testing and performance monitoring can effectively stem those losses. Businesses that test and monitor customer service systems are better able to achieve maximum ROI on their customer service systems (CSS) by identifying and remediating problems quickly.
An end-to-end monitoring solution provides organizations with deep visibility into complex customer service technology environments. With this kind of knowledge, businesses can to minimize the time it takes to understand the source of a problem—and fix it—before customers ever notice the glitch. Maximum return on CSS correlates to good customer service, so testing and monitoring essentially has two immediate payoffs.
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