You’ve Got Nerve: AOL Won’t Let Customers Go

destinationCRM.com: You’ve Got Nerve: AOL Won’t Let Customers Go

Trying to sell to a customer at the moment of cancellation is a notion that Arussy has always disputed. “At that point the customer has already given up on the company’s ability to deliver up to the value you’ve promised them.”

Customer Service? Is that an oxymoron? Seriously, I have gotten so much poor customer service that my habits are changings. Before I would complain about poor customer service, but now I compliment good customer service. It seems that poor customer service is the norm, so I just tired of complaining.  Besides it is more fun to compliment (people seem to like that better and it puts me in a better mood too

But to the technology side of this thing. CRM has the potential to enhance digital stakeholder relationships, to remove barriers between the customer and the organization. But if used improperly it can create yet another layer, another frustration for the customer. In many ways the use of the technology can be a paradox. By its very nature technology can be sterile, it can create a disconnect with the customer. But when used strategically it can do the opposite. It can create a closer relationship. Last night as I was watching an insurance company commercial I saw a great example of how this can be done. I think it was Progressive, they explained how a customer could start a quote online and then chat with a rep or pick up the phone with the rep. The rep could start right where the customer was and walk through the rest of the process. How cool is that! Most companies would make you start at ground zero. But this is leveraging technology to enhance custome relations.

Perhaps AOL could learn something from Progressive?

29 June, 2006 |

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