Article originally published in the Philadelphia Business Journal on February 23, 2015
Recently I wrote an article on Comcast’s customer service in which I referenced the American Customer Satisfaction Index survey data published quarterly by the Ross School of Business at the University of Michigan. That survey data indicated that Internet service providers and subscription TV providers were the lowest-ranked industry in customer satisfaction. There is much room for improvement for companies within this industry.
Companies that provide Internet and subscription TV service are very customer service intensive and their reputations are earned by the customer experience they deliver. My definition of a great customer experience is the ability for a customer to call in to the company, promptly get to the right individual to order new service, cancel their account, receive help operating their remote or fix a billing problem, and have a pleasant experience doing so. When requesting a service call, delivering a great customer experience is to fulfill the customer’s expectation that the service technician will arrive on time, know how to fix the problem and fix it in a timely manner.
Providing a great customer experience – whether it be by a company’s own or contract employees – takes the right people, the right culture and the right training. In addition, the right infrastructure and processes need to be in place so customers don’t get passed around until the right individual is found to handle their issue.