Customer satisfaction is at the heart of a successful business. For internet service providers and telecoms companies in particular, it is essential to understand the causes of customer dissatisfaction and how to tackle them. Research shows that customers are more likely to share negative experiences than positive ones – in fact, they are twice as likely to share a negative service experience than a negative product experience.
Moreover, not every type of dissatisfaction is the same. Studies show that heightened emotions such as regret, disappointment or anger lead to complaints more quickly than mere dissatisfaction. This means that the intensity of the negative feelings plays a significant role in whether and how strongly customers express their dissatisfaction.
Here are the most common causes of dissatisfied customers and how to counteract them.
Nothing frustrates customers more than long waiting times. Studies show that customers spend an average of 43 days of their lives on hold. Time is precious for many people, and unnecessary delays can lead to anger and frustration.
Solution: Implement an efficient call routing system and ensure that enough staff are available to deal with enquiries swiftly. Automated call-back systems can also help to reduce waiting times. Offer your customers the opportunity to solve common problems themselves by providing a comprehensive online self-help portal or a self-service app . FAQs, video tutorials and step-by-step instructions can help to process simple enquiries quickly and efficiently.
It is essential that the information customers receive is accurate and helpful. Incorrect or inaccurate information can quickly lead to dissatisfaction.
Solution: Train your employees regularly and make sure they are aware of the latest information and updates on products and services. A well-structured and easily accessible knowledge base can help customers to quickly find the right information themselves without having to wait for a response from customer service.
If customers have problems reaching someone at all to clarify their concerns, dissatisfaction quickly increases. Contact forms or hidden contact details are often a nuisance.
Solution: Offer multiple contact channels, such as phone numbers, email addresses and chat options. Make sure this information is easy to find. Enable customers to make enquiries and track the status of their enquiries via a self-service portal. This reduces the need to contact customer service directly and still provides a quick resolution for many concerns.
Customers want to know where they stand. Whether it’s the progress of an enquiry or the status of an order, a lack of information leads to uncertainty and frustration. According to a Harvard study, customers are less impatient when they can track progress.
Solution: Inform your customers proactively about the status of their enquiries and orders. An online tracking system can help here and create transparency.
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Rigid contracts and inflexible service conditions can make customers feel powerless and reinforce negative feelings towards the provider.
Solution: Offer flexible contract terms and accommodating solutions. Customer-friendly return and cancellation options contribute significantly to satisfaction.
Unfriendly or disinterested customer service staff can ruin the entire customer experience. In a study by PwC, 60% of participants stated that unfriendly customer service is a reason for poor customer experience.
Solution: Promote a friendly and helpful customer service culture. Regular training in customer communication and friendliness is crucial here.
If products do not work as expected, this quickly leads to dissatisfaction. It becomes particularly serious when basic functions are not fulfilled.
Solution: Ensure that your products meet quality standards and that all basic functions work reliably. Take customer feedback seriously and use it for continuous product improvement.
Careless or misleading advertising messages can meet with rejection from customers. A famous example is the Pepsi advert that sparked worldwide protests.
Solution: Review your communication strategy thoroughly and make sure your messages are clear and understandable. Consider cultural differences and possible interpretations of your advertising.
According to a study by Sprout Social customers expect companies to represent ethical and social values. Shared values create trust. If companies violate these values, this can lead to a massive loss of trust.
Solution: Communicate your company values clearly and act accordingly. Honesty and transparency are the keys to building and maintaining trust.
By addressing these common causes of customer dissatisfaction, you can not only improve your customers’ satisfaction, but also strengthen their loyalty. Satisfied customers stay longer, share positive experiences and contribute to the long-term success of your business.
