Not a rare thing to happen.
One of our clients told me a story recently about a certain accounting software firm that would constantly release updates that would break the clients’ process every single time, and he would literally have to re-learn how to complete his payroll after the latest update. It was only until years after our client switched accounting software that they would finally start applying common sense to their updates and listening to their customers’ feedback before making any unnecessary changes to their platform. So why did it take so long? The client complained for so long and then finally gave up. The company most likely lost enough customers that they were forced to make a change and start listening. It’s never a good idea to let software developers release updates without obtaining the critical information of what works for the customer and what does not. Sadly, it happens all the time.
It’s About the Customer!
Many new customers come to us with the same question. Why is it so hard for service providers, or any business for that matter, to listen to their customers? The answer is simple. It shouldn’t be! In fact, no matter what products or services a business provides, it is essential to listen to customers’ needs and to keep them informed at the same time. Listening to customers is about connecting with them. This ensures that you are paying attention to what they need as well as a having clear understanding of how to help them. Furthermore, providing excellent customer service is in a company’s best interest. Why?
First-class customer service benefits a company in numerous ways. When clients feel valued during a service interaction, there is a much greater chance they will remain happy and loyal to your business, both short- and long-term. When your reps listen to customers, service interactions tend to be smoother. Reps and customers are on the same page, and troubleshooting problems is usually a very positive and enjoyable experience. This lack of friction is important because it leads to an increase in customer retention. If your customers trust you, there is no reason to test the waters and look elsewhere. All of this leads to exceptional customer service, which can be used as a valuable marketing tool to create and obtain more business. It’s a no brainer.
So why don’t companies do it?
This is a tough one. In the IT field alone, we see a lot of IT professionals, experts in their field, that strongly believe that they already know most of the answers and that analyzing customers’ feedback is inherently a waste of time and resources. But this couldn’t be further from the truth. If a customer is directly involved in the process, then why would their feedback be a waste of time? No one, not even the experts, will know exactly what to do every single time. A good company will take the time and have the mechanisms in place to get it right the first time and capture any valuable information to ensure a smooth process is created for the next time around. It is so simple. Practicing good listening will give a company a clear advantage over its competitors.