Editor’s Note: In an attempt to broaden our interaction with our readers we have created this Reader Forum for those with something meaningful to say to the wireless industry. We want to keep this as open as possible, but we maintain some editorial control to keep it free of commercials or attacks. Please send along submissions for this section to our editors at: dmeyer@rcrwireless.com.
These days we’re all players in the trust economy, demanding constant connection that’s only an app away. We seamlessly order and pay for car service with Uber; reserve and rent places to stay through Airbnb; and book restaurants through OpenTable. These popular services break down the barriers between people and providers; they add a personal touch – and a stored history – to every online and mobile encounter.
Today’s forward-thinking cable providers are taking a cue from such interactive, consumer-friendly providers and offering similar levels of transparency and connectedness to their customers. It’s not just about offering better service; it’s about creating an authentic experience, particularly during the most personal encounter between company and customer: the in-home service call. An independent survey of U.S. consumers recently explored the ways they want to be engaged before, during and after a service call. The findings revealed that when the customer experience requires a visit to the home, an effective blending of convenient technologies and an in-person visit is critical for customer satisfaction.
In our hyperconnected, multidevice world, customers expect companies to meet them where they are – whether on a smartphone, tablet, laptop or gaming console – and they expect great service and clear communications in a way that maps to the way they use those devices. We’ve all grown accustomed to the instant gratification – and the instant connections – that technology offers us, so how can an industry that still depends on face-to-face contact successfully marry the expectations of technology-savvy consumers with quality human interactions?
To answer this question, let’s take a look at the anatomy of a service call and see how some simple shifts in service delivery can lead to positive swings in customer satisfaction. After all, empowering customers is more than good business; it offers a host of benefits to companies that provide it as well.
Let me drive!
Of course, the most successful service call is the one that never has to happen. In fact, when presented with a problem, most consumers would rather address the issue themselves than have a technician come to their homes. Giving consumers access to online video help or robust troubleshooting guides with detailed step-by-step instructions to solve common problems empowers them and boosts the bottom line by decreasing the number of inbound service calls for easy-to-solve issues.
When a service call is necessary, consumers want an easy way to schedule that visit online without having to navigate phone trees at a call center. Consumers who track investments and purchase all manner of goods and services on smartphones naturally prefer an app to schedule cable or satellite service. Such an app not only enables customers to schedule service calls more efficiently, it also serves as a robust tracking tool that lets customers digitally meet their technicians before they come to the door.
Savvy companies will also offer more flexibility in scheduling. After all, service windows are notorious time-wasters, often necessitating time off work and keeping people tied to the house. Many consumers are willing to pay premiums for the ability to schedule technician time, such as same-day visits, weekend appointments, or service calls with a one-hour window. As a result, customers get better service and more choice, while the provider can generate more revenue out of an erstwhile cost center.
Add a dash of Uber
Once a customer schedules a service call though, they have no idea who’ll be coming to their home – and that can be cause for concern. We’re used to the Uber and Airbnb business models and have begun to expect a more open exchange between services and service providers. It’s time to take Uber-like openness to the service call and offer consumers more peace of mind by providing the technician’s name, photograph, customer service ratings, tenure with the company and performance records.
Smart companies will provide customers with a fast, convenient tool to monitor a service truck’s location, determine technician arrival time and provide technician information such as name and photograph to improve the service experience. That’s the way it’s done in the trust economy: Make a digital introduction before the technician arrives, so customers know who – and what – to expect. Once the service call is complete, providers should give consumers a chance to review and rate their experiences to ensure that technicians go to each call with a service-oriented mindset – and that they don’t forget the little things, such as politeness, courtesy and a friendly, helpful attitude.
Be proactive to meet expectations
Once a service call is scheduled and the customer knows who’s on the way, the next step is providing GPS-enabled tracking so consumers can pinpoint where the tech is and when they will arrive. If the technician is running late, consumers expect a personal phone call or text message from the provider to determine if the customer wants to wait, have another tech sent immediately or be rescheduled with priority access. Customers want to feel in the loop and in control. Providers in turn can maximize technician efficiency and minimize appointment churn.
Such communications do more than foster trust between providers and customers; they also provide bottom-line benefits to the provider. The same GPS that tracks technician arrival times also plays an integral role in seamless field-fleet management. With such tools, cable and satellite companies can master the art of having the right expert with the right equipment in the right place at the right time. And if a job ends up requiring new or different tools, the system can pinpoint the location of the nearest truck, which saves time, money and a trip back to the office for parts. Location-enabled automation strategies improve field-service performance and productivity, which results in sharp increases in customer satisfaction and noticeable improvements to the bottom line.
Service with an emoji smile
So how do today’s cable and satellite providers successfully meet the needs of always-on digital consumers and provide the Uber-like experience those consumers increasingly demand? Providers must ensure that the appropriate back-end systems are in place to optimize technician calls, then implement additional solutions to enable automated, proactive communications that work seamlessly with existing billing, order management and field-force management systems.
Leading providers already use real-time notifications and proactive outbound calls to provide service updates; now they must take service to the next level by providing those updates in a personalized way that is tailored both to the customer and to the customer’s preferred delivery method, whether e-mail, text or phone.
Additionally, investing in technologies that use geographic analysis and location-based information can boost field service efficiencies, reduce costs and enhance the customer experience all at the same time, especially if consumers can book appointments themselves using a mobile app. Providers can also offer post-service surveys to a customer’s business e-mail address or phone number to capitalize on channels convenient to consumers and allowing a customer to take care of business – even personal business – while at work. Such moves will help turn the familiar service call into a call to service, empowering customers with greater control, more choices and clearer communication.
Photo copyright: convisum / 123RF Stock Photo
