The Perfect Holiday Gift This Year - Great Customer Service

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'Voice of the customer' software making a difference to customer service delivery in embattled retail sector, as top brands seek to keep customers happy.

If customer feedback shows an individual customer had a bad experience, why not reach out to solve the problem immediately?

This holiday season, the hot new gift is great customer service. And customers have other customers to thank for it.

In a fight for holiday shopping dollars, many companies are now using feedback from customers - on everything from store cleanliness and staff behavior to billing and support issues - to respond directly to customers to solve complaints. And they're doing it before customers walk away.

According to ResponseTek, a leading customer experience software provider, continuously managing customer feedback is helping companies connect customer experiences to the bottom-line. In highly competitive sectors like telecommunications, retail, banking and insurance, real-time feedback on customer experiences is allowing companies to solve individual complaints and improve customer service delivery before customers spend their money elsewhere.

"Now even the big brands are looking at customer feedback as a way to continuously improve service in stores, on the phone and on the web," said Syed Hasan, CEO of ResponseTek. "If customer feedback shows an individual customer had a bad experience, why not reach out to solve the problem immediately, and then look within to make sure it doesn't happen to the next customer?"

"Retailers know customer loyalty can change with one bad experience, and they now have the right tools to manage all this feedback. And at this time of year, customers are happy to provide it."

According to Hasan, brands like AAA, T-Mobile, Talk Talk and WestJet are using customer feedback as part of regular performance management programs to ensure front-line customer service teams can see the impact of their performance on customer experiences. Many retailers are now relying on creative ways to deliver great service to customers, and to quickly to reduce any possibility of unhappy customers 'defecting'.

"Customers give us feedback on any one of our customer service standards, and district managers can see daily results of things like the in-store experience and staff product knowledge.," said Sandra Eichel, operations manager at Forzani Group, Canada's largest sporting goods retailer. "We can make a difference in how that customer's experience is going to be in the store next time."

Talk Talk, the UK's leading broadband provider and a subsidiary of wireless giant Carphone Warehouse, recently began emailing surveys to customers following service calls to the company's global customer service team. Within three months, Talk Talk increased survey response rates tenfold, and improved customer service measures across the board.

"Talk Talk completely transformed its approach to customer service," said Hasan. "It doesn't matter if you speak to an in-house or outsourced agent, about billing or installation - every agent is using customer feedback to drive their service delivery and performance."

In February, ResponseTek will release its first report on customer service improvements and results at some of the world's leading call centers.

About ResponseTek
ResponseTek Networks Corp. was founded in 1999, with the goal of providing companies critical information for running their businesses - the voice of their customers. Today, ResponseTek is a leading global provider of customer experience management (CEM) software solutions. ResponseTek products continuously capture insights on customer experiences when and where they occur, and provides a suite of advanced reporting, analytics and workflow tools to help companies improve customer experience delivery. ResponseTek clients include AAA, Aon, Barclays, and HSBC.


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Colin Stein
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