Forty percent of customer dissatisfaction is due to a customer’s expectations not being met. Maybe the company overpromised, or it didn’t even do the bare minimum of what the customer should expect (source: TARP).
But that statistic begs the question: What SHOULD the customer expect?
In today’s world of self-service (from websites to checking out at the grocery story to printing your own boarding pass for your flight), the lines of customer service are being blurred. With customers responsible for more of their service in some of these self-service vehicles, the lines of responsibility between company and customer are not as clear as in years past.
We’re working with a client now that’s running into this predicament. Many complaints are from customers who don’t realize how processes work and what’s their responsibility in service delivery v. that of the business. It’s a government organization where customers schedule appointments or submit plans or request services, and there’s not an obvious distinction between who does what.
The way we’re addressing this is by having customers and employees meet and basically define roles and responsibilities in key services/processes that make up the vast majority of projects. Which responsibilities are those of the customer, which are responsibilities of the organization, and which are mutual responsibilities?
They’re being defined first – clearly stated and documented. Then there will be ongoing educational and communication plans implemented within the government entity and with the customers to clearly articulate who does what.
There will still be the complaints in the future, but they should be far less because customers and employees came together to intentional define and document roles and responsibilities.
Don’t let your customers complain and employees get frustrated due to incorrect expectations that result from a lack of clearly defining roles and responsibilities.
“Unblur” the lines.