This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from November 2007. We welcome your feedback.
Canada’s national broadcaster, the CBC, is airing a special series on its national radio news programs called, “How may I help you?” I caught the first in-depth piece yesterday evening and I so badly wanted to call in and share my endless stack of customer service horror stories. Many fellow listeners obviously felt the same way; as of late this morning, fully 279 (!) individual stories of lament had been posted to CBC’s web site.
The issue put me in mind of an article, authored by Graham Technology’s Frank Kirwan, that we secured in Customer Management magazine earlier this year.
As I was listening to the radio piece last evening and reading some of the horror stories posted online this morning, the key point that kept coming back to me from Kirwan’s article was “Dissatisfaction is a greater driver of (customer) defection than satisfaction is of retention.” And judging from the number of CBC listeners who wrote that they would never again do business with that bank, telephone company, travel agency or whatever, clearly it takes just a single outrageous example of lousy customer service to trigger that defection.
It really doesn’t have to be that way.