WHY SERVICE STINKS BEN RICHARDS By: Diane Brady

COMPANIES KNOW JUST HOW GOOD OF A CUSTOMER YOU ARE AND UNLESS YOU’RE A HIGH ROLLER THEY WOULD RATHER LOSE YOU THAN TAKE THE TIME TO FIX YOUR PROBLEM.

Consumers have become commodities to pamper, squeeze, or toss away.

Technology is creating a whole new dynamic to customer service, called tiering. Technology is creating a whole new dynamic to customer service, called tiering. Instead of providing premium service across the board; your personal information slots you into a certain category with in the company Instead of providing premium service across the board; your personal information slots you into a certain category with in the company

The 80/20 Rule 80% of your customers give you 20% of your profit. 80% of your customers give you 20% of your profit. The rest nag you, call you, and don’t add much revenue. The rest nag you, call you, and don’t add much revenue.

Technology is changing everything Companies can track low margin customers. Companies can track low margin customers. Web offers self- service. Web offers self- service. Marketers are making a push to get the least profitable customers to self- service Marketers are making a push to get the least profitable customers to self- service

Example: Fidelity Investments 550,000 website visits a day, and more than 700,000 daily phone calls. 550,000 website visits a day, and more than 700,000 daily phone calls. About three-quarters went to automated system costing less than a dollar each. About three-quarters went to automated system costing less than a dollar each. The rest are handled by human beings which roughly costs around $13 per call. The rest are handled by human beings which roughly costs around $13 per call.

“We’re sorry, all of our agents are busy with more valuable customers” Coding: Some companies grade customers based on how profitable their business is. Coding: Some companies grade customers based on how profitable their business is. Routing: Based on customer’s code call centers route customers to different queues. Routing: Based on customer’s code call centers route customers to different queues. Targeting: Choice customers have fees waived and get other hidden discounts based on the value of their business. Targeting: Choice customers have fees waived and get other hidden discounts based on the value of their business. Sharing: Companies sell data about your transaction history to outsiders. Sharing: Companies sell data about your transaction history to outsiders.

Entitled? Consumers themselves have cast a vote against high-quality service by increasingly choosing price, choices, and convenience over all else. Consumers themselves have cast a vote against high-quality service by increasingly choosing price, choices, and convenience over all else.Results: So costumer service has been slashed. So costumer service has been slashed. So while customers refuse to pay more for service…they’re pissed when it is taken away So while customers refuse to pay more for service…they’re pissed when it is taken away

Privacy? Redlining: The practice of identifying and avoiding unprofitable neighborhoods or types of people. The practice of identifying and avoiding unprofitable neighborhoods or types of people.

You just don’t know when you are getting messed with!! Directed to different telephone queue. Directed to different telephone queue. Don’t hear about benefits your missing. Don’t hear about benefits your missing. Those who don’t make the top tier have no idea at how good it can be. Those who don’t make the top tier have no idea at how good it can be.

Tiering isn’t always good for marketers The main drawback is the failure to measure potential spending or value of customer. The main drawback is the failure to measure potential spending or value of customer. Spending habits may be determined by service. Spending habits may be determined by service.

How to improve your profile to get better service #1. Consolidate your activities. Spend big in one place. Spend big in one place.

How to improve your profile to get better service #2. Protect your privacy The less companies know the less they can slot you. The less companies know the less they can slot you.

How to improve your profile to get better service #3. Jump the phone queue Don’t push any buttons unless you have to. Don’t push any buttons unless you have to.

How to improve your profile to get better service #4. Fight back If you feel badly treated complain. If you feel badly treated complain.

QUESTIONS?