It’s universally acknowledged that the first step in solving a problem, is admitting that you have one. And the world of customer satisfaction is no exception.
In our most recent webinar, Npower Customer Feedback Lead, Ben Wells, talks frankly about the customer feedback issues the energy company have faced in the past, and how they’ve worked (and are still working) on overcoming them today.
It is companies like this that pose the question of brand regeneration. Yes, Npower faced many negative stereotypes, related specifically to the way in which they dealt with their customers, but they have chosen to tackle them head on instead of admitting failure in this area. Are customers willing to ‘forgive’ companies? Yes! If companies are willing to change. We all make mistakes, but the brands who are willing to admit this and use it to their advantage are the ones succeeding in become forward thinking organisations. It looks like honesty really is the best policy.
Today, almost everyone can access vast types of information related both to themselves and to the companies with which they’re in contact. Modern customers are empowered customers, we don’t want to be lied to or have information hidden from us.
Companies are largely embracing the idea of using gamification as a method of engaging employees, however these same tactics can be used when connecting with customers.
Obviously the risks here are the fact that customers are able to see what your service is like for everyone – a kind of warts and all approach, which could seem a little daunting. Having said this – fortune favours the brave, and what would motivate a company to provide great customer service more than the idea that bad service will be shared with all of their consumers, through their own platform nonetheless. Proving to customers not only that you’re fully transparent with customer satisfaction, but also allowing people to see first hand how you deal with and communicate with unsatisfied customers can be just as positive as seeing those that are already 100% satisfied.
The journey to customer centricity can contain both peaks and pitfalls, which Npower, among others, have been honest about demonstrating. Having said this, brands which have worked not only to improve upon their customer centricity, but also to improve their transparency with anything related to customer experience, are showing great results.
So let’s get rid of the smoke and mirrors. The future of customer satsfaction is an honest one. Don’t simply say to customers “we care” or “we’re changing” – prove it!
Have a listen to the full webinar On Demand now:
