You have huge amounts of data…so why are you starved of knowledge?

Despite spending hours on the ‘phone or online your customers are just not connecting with you, resulting in angry customers hanging up and going elsewhere.

We are becoming more and more divided by technology. Your customers’ dread interactive voice-response, the on-hold music that doubles the annoyance of queuing, the codes and passwords, are all barriers to effective communication.

The rage among your customers has reached an intensity, which is now causing great damage to your relationship with your customers.

We are now dehumanising our customer relationships even more than conventional advertising ever did, the very objective of which was to do the exact opposite!

Your customers appear to be invisible to you except as computer generated stereotypes, while your organisation is viewed as remote and unreachable causing stress and suspicion rather than customer satisfaction.

According to a recent study by database software specialist Data Vantage. Fully eighty nine percent of service providers are failing to deliver the seamless service your customers want.

Causing damage to your brands, customers to defect, thus putting more pressure on sales.

It would appear that most customer information in to days service organisations, expensively acquired, is wasted, and what does get through to Management is contaminated, diluted or otherwise unusable.

All this results in huge amounts of waste. Companies are drowning in data however, they are, oddly enough, starved of knowledge!

All resulting from a complete misunderstanding of that little word “Communication”!

It would appear, understandably I hasten to add, that one of the main reasons this frustration and anger occurs, is when one of your customers calls your ‘phone centre to complain about a bill and then they receive a threatening reminder through the post a week later!

In reality you and your customers are being divided by technology, you relationship, conducted through computers has become so depersonalised as to be dangerous to the very well being of your brands and business.

And sad to say any new channel of communication simply increases management’s’ opportunity to repeat mistakes. For example if you send an email, your call centre will not have seen it!
As we said earlier, all resulting from a complete misunderstanding of that word “communication”.

If brand interactivity/involvement is the parent of trust, surely brand democratization is radical trust!

I fear that social media may be entering a decline phase (might be a good thing) in order for the weeds to be pulled out. I am still excited everyday about the power of this medium, and the new levels of credibility it is earning.

very exciting times.

cheers
collin