In our always-connected, fast-paced world, there’s no time for excuses, especially when it comes to customer service. Modern consumers demand action, not empathy. Recent insights confirm that customers prefer solutions over excuses, and this has major implications for telecom operators looking to improve their customer service.
Two separate studies underscore this shift in customer expectations. Jagdip Singh, a professor of marketing at Case Western Reserve University’s Weatherhead School of Management, conducted an extensive study that found that constant apologies from customer service agents can lead to negative perceptions. Instead, customers value effective problem solving and guidance. Singh’s research involved analyzing 111 videos at airport customer service desks and a subsequent lab experiment, both of which concluded that initial apologies are acceptable, but that they decrease customer satisfaction after the first few seconds.
A Harvard Business Review study also found that customers prefer “The Controller” personality type over “The Empathizer” among frontline support staff. While empathizers are sympathetic listeners and enjoy solving problems, controllers take charge of the conversation and steer customers toward solutions, resulting in higher customer satisfaction.
Key points for Telecoms Customer Support
1. Empower agents with effectiveness
Customer service agents need more than just the right personality traits; they need extensive training, a supportive culture, and autonomy. Effective solutions come from agents who are empowered to listen and respond appropriately, rather than following a script. Telecom operators must invest in ongoing training and create an environment where agents feel empowered to make decisions.
2. Provide sufficient resources and data
To resolve issues efficiently, agents need access to relevant data and resources. Telecoms need to ensure that critical information flows seamlessly to the front line. This includes real-time network performance data, customer device details, and recent service updates. With this information, agents can address issues quickly and accurately.
3. Use big data effectively
Big data should be used to improve frontline support, not just for broad pattern analysis. Telecoms need to find ways to make data actionable for agents dealing with specific, contextual issues. By learning from frontline interactions, telecoms can refine their data strategies to better support customer service operations.
Implementing a solution-oriented approach
As networks become more complex, so do customer issues. Customers today expect competent and knowledgeable agents who can dive right into problem solving without unnecessary small talk. For example, if a customer calls in about issues with international calls, the agent should already have access to information about the customer’s smartphone, recent OS updates, and any widespread issues related to those updates. This proactive approach enables agents to provide immediate solutions without the need for repeated apologies.
Benefits of a solution-focused strategy
By providing customer service agents with the right information and tools, call times can be significantly reduced, customer satisfaction improved, and operational costs reduced. When agents are prepared and empowered, they can handle issues more efficiently, creating a win-win for both customers and telecom operators.
Conclusion
In today’s high-demand environment, telecom operators must move from a culture of excuses to a culture of action. By empowering agents, providing essential resources, and leveraging big data effectively, telecom companies can transform their customer support experience. Customers no longer need excuses when they get fast, effective solutions.
For telecom operators ready to embrace this change, the path to superior customer support is clear: optimize your resources, empower your agents, and let data drive your decision-making.
Together, we can create a future where customer magic is the standard.