Original Publication: Customer Management Insight - July 2007
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A new global report reveals that a significant gap exists between what C-level execs promise and what customer service organizations deliver. fix messes up the formattingHardly a day goes by without a ranking executive unveiling a strategic initiative aimed at improving the customer experience and improving retention or profitability.
As markets become more competitive, customer service is widely acknowledged as a key differentiator.
But, if customer service is so strategic, then why do so many consumers and customer service professionals keep asking about the gap between what executives promise and what their companies deliver?
For example, when MSNBC ran a story in May 2008 titled “CEOs Think Customer Service Is Great,” one consumer wrote back: “I’m not surprised that CEOs are not aware about true customer service levels. They’re still not walking the walk.”
To provide perspective on the issue, Genesys queried a group of “C-level” executives (CEO/CIO/ CFO/CTO), and compared their responses to the customer-centric professionals who are much closer to the front lines (Contact Center Managers/Directors of Customer Care/Sales Managers and Directors/ Marketing Directors).
The survey found a significant gap between C-level perceptions and customer-centric employees. Following are highlights of a few of the gaps discovered.
Strategic vs. Operational Role
Customer care professionals and executives overwhelmingly agree that customer service impacts the company’s brand identity, yet very few think their customer service acts mainly as a strategic function.
Measuring Revenue and Customer Experience vs. Speed and Efficiency
Most C-level executives underestimate the emphasis their organization places on efficiency, and overestimate how easy their organization makes it for customers to purchase during interactions.
Capturing Customer Feedback
There is a major (16%) gap between C-level execs that believe they are capturing important customer feedback, and the views of customer service professionals.
Finding a Cure
On a positive note, many companies have already implemented or plan to initiate priority projects over next 18 months to address misalignment.
Leveraging the Entire Organization
There are two significant areas of investment that are helping companies become more dynamic — extending customer service to branch offices and virtualization.
Fewer contact centers actually use strategic metrics
Are CEOs mindful of the perception gaps?
Regional differences emerge among those using strategic metrics
Companies are just starting to add key technologies to enhance customer experiences
Genesys WorldWide
Genesys provides contact center and customer service management software designed to help organizations drive contact center efficiency, stop customer frustration and accelerate business innovation. Contact Genesys at www.genesyslab.com.
Genesys is a provider of contact center and customer service management software.
www.genesyslab.com
