2Xerox Is Now a Services Company
“What we do is handle a boatload of transactions that our customers would never like to have in the first place,” said David Ffoulkes-Jones, CEO of WDS. On the upside, customer care offers an opportunity to “track experience, tie that to data centers and know whether there’s going to be a break in the relationship.”
3Where Brands Disconnect From Their Message
“There is no better source of information than the call center, but most agents don’t know how to harvest it,” said Doug Overton, vice president of analysis and consulting at WDS. Xerox’s solution enables analysts to look at the various ways people use to describe the same problem. Such information helps customer service agents resolve issues more quickly—and more satisfyingly, for both the agent and the customer.
4Satisfaction Is No Guarantee
Satisfaction isn’t a guarantee of retention, reports WDS, which found 19 percent of all “highly satisfied” mobile customers in the United States are at risk of switching. These “mercenaries,” as WDS calls them, “chase low prices or buy to pursue a trend. It takes effort to keep this segment satisfied but they show little, to no, loyalty.”
5Loyalty Comes With Time
6Pricing Is Important but Not Everything
7Network Hygiene Isn’t the Only Measure
8Better Network Coverage
9Testing LoyaltyWDS looked at “stress tests” that help gauge a user’s “tolerance.”
10The Direct Relationship Between Customer Care and Churn
11There’s No Single Effective Measure
While some CRM solutions can identify those will low-satisfaction rates, a carrier should be able to identify further distinctions within the group to make smart use of their resources. “The data makes clear that no single satisfaction measure is enough to fully understand the loyalty profile of a customer,” says WDS.