“Striving to always achieve a better outcome than last time is critical to avoiding complacency and improving customer ratings and satisfaction.”
— Steve Pappas
Roadside assistance is very much like insurance — customers purchase your services hoping they never have to use it. But in the event they do find themselves in trouble on the road, you’ll be their first call and they will expect you to respond quickly. You may feel your response time is optimal — you have metrics in place that you are meeting — and you likely feel as though you’re doing everything possible to respond to your customers needs in a timely manner. Regardless of what these metrics reveal about your swiftness, your customers may not feel the same way. And, as the saying goes, “The customers is always right.”
Put yourself in the customer’s shoes
Complacency can become an issue for roadside assistance companies when their metrics look good. If you have a certain time lapse goal for completing cases — and most of those cases are resolved within your requirements — then you’re doing something right. But metrics only tell one side of the story, and it’s mostly to your company’s benefit, not always your customer’s.
Put yourself in your customer’s shoes: if they have a flat tire, battery trouble, or become locked out of their vehicle, every minute they’re inconvenienced can seem twice as long. Such incidents may prevent them from getting to work on time, keeping an appointment, or some other life event. Having your customer’s issue resolved within a couple hours might be a reason for you to celebrate, but it could have a highly negative impact on the stranded driver.
According to a Consumer Report review of roadside assistance companies, response times can vary widely among motor clubs: “Depending on where you are and when you call, you could get help in a few minutes or not so fast.” Even a small amount of time on hold can cause angst for a stranded customer.
One customer might be satisfied with waiting an hour for resolution. But another customer might feel like an hour is too long. Striving to always achieve a better outcome than last time is critical to avoiding complacency and improving customer ratings and satisfaction.
A critical component to improving customer service is to arm your agents with the right information to help customers. Knowledge-management software solutions, such as Panviva, can improve contact center measures such as reducing call and hold times and the need for escalations. Panviva’s user interface provides GPS-like access to all knowledge assets and process navigation delivering the right information for the right task, consistently, every time.
This results in the ability to consistently provide a better member experience and higher member satisfaction ratings.