ETA, SOP, MRI, EST, AM & PM…we live with acronyms. But, one we all know is KISS. And, it provides a great lesson in an era of economic cutbacks. Too many organizations make decisions to reduce customer service when keeping it simple is not only a better financial choice, it is what customers want.
Simplifying service means figuring out the points of angst for customers and then finding ways to reduce stress. Instead of making steps sequential, look for ways to overlap steps to more quickly get customers to the outcome they seek. What is the focus of most customer complaints? Are there patterns and trends to service breakdowns? Fix what pains your customers.
Simplifying service means reducing wait. A few years ago hotels set up a lobby “express check-in” stand. They believed customers wanted to by-pass the front desk and go straight to their room. But, many customers, while appreciating the focus on reducing wait, still wanted to form a bond with a front desk clerk--a useful way to get room upgrade or that room with a better view. Now, most hotels have put express check-in with the front desk. Give customers speed, but remember to give them options.
Simplifying service means reducing mistrust. How much complexity is put in the service encounter out of customer mistrust? Too many returns policies, for example, are crafted to catch the .001% of customers who can’t be trusted while irritating the other 99%.
What would customers say was your inclination to trust? Trust customers and they trust you back.
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