How well do Technology companies use Technology?
Using Technology to Delight Customers
One would assume that companies in the forefront of technology would be using innovative ways to respond to and delight customers. Not necessary, as a 2007 Accenture study among consumer-technology companies demonstrated.
Over Confidence in Your Customer Service?
Among the startling facts unearthed by this study were:
• 81 % of customers who rated their service satisfaction as “below average” said that they would switch providers.
• Companies over-estimate the quality of their service. While 75% of executives rated companies’ customer care as “above average”, 58% of consumers rated their satisfaction as average or below average.
• 42% of customers said that they had to get in touch repeatedly to get their problems solved.
• 61% of customers felt that technology had not improved customer service
The Lesson
The lesson is that clearly, just adopting technology is insufficient. Technology by itself cannot substitute for a laidback organization or for poor team quality. Technology can however work when it is implemented keeping customer needs and behavior in mind.
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