IF THE EXPERIENCE MOST OF US have had is any indication, there's something terribly wrong with most customer service in this country.
If you live and breathe and buy products, sooner or later you'll have to talk to a customer service call center, either here or offshore in India, the Philippines, Ireland or wherever.
How many millions of hours Americans spend each year with customer service reps trying to sort out their problems is anyone's guess. But one thing is certain: Most of us have had to sit through seemingly endless waits on hold, repeatedly provide our personal information to strings of CSRs, and otherwise endure all the frustrating snafus of trying to solve problems by phone.
If you look a little closer, you might come to the conclusion that there's an unfortunate mentality that's set in with the so-called customer service provided by major U.S. companies.
Once companies have happily accepted our money, things change. Instead of treating us as valued individuals, we're “managed”: Calls are managed to the shortest possible talk time, and CSRs are managed to complete the highest number of calls per hour.
In a blind rush to reduce costs, companies are trying to impose 19th century assembly-line manufacturing guidelines on customer service delivery to educated, empowered 21st century consumers.
The results are not pretty.
Time and again, national studies show most people aren't happy with their customer service experiences. My most recent survey showed that almost two-thirds of consumers — 63% — rated their most recent telephone customer service as negative or neutral.
This research also indicated that poor customer service isn't good for American businesses, either. Eighty-three percent of those who had a poor customer experience have negative perceptions of that company. Seventy-seven percent are unlikely to recommend that firm to others. And 72% are so perturbed they probably won't buy from that company again.
Considering what we spend for products and services, don't we have the right to better treatment?
Companies ought to be accountable for the quality of their customer service. If they don't measure up, consumers should be credited for their time and frustration.
Therefore, I'd like to suggest…
THE CUSTOMER SERVICE BILL OF RIGHTS
As a customer I have the right:
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To have my precious time respected by the company's customer service department in every situation. My issue should be resolved in a single phone call or e-mail by one representative who speaks clearly, is easy to understand and has access to my customer records.
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To be treated with courtesy and respect. After all, I paid money to the company, and have every reason to expect customer service that addresses my individual needs.
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To have adequately trained reps who know enough to actually solve my problem. They should be able to provide me with a case number I can use for a credit if I don't receive great service. And I should be able to call or e-mail the same rep should the need arise.
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To receive quality customer service — including an easy-to-use menu with a minimum of clutter to quickly reach a rep — or be compensated for my time and effort.
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To rapid access to a live person at a company with sufficient staff so I'm not kept waiting on hold for more than 10 minutes. If I am, I'll receive a negotiable credit on my next bill. I also have the right to receive a negotiable credit on my next bill from the company if the first CSR doesn't have my records or can't solve my problem and has to transfer my call.
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To get a negotiable credit if I have to speak with more than two CSRs trying to resolve my issue. I also have the right to a negotiable credit if I ask for a supervisor and none is available.
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To receive a negotiable credit if I'm billed incorrectly and have to call or e-mail to fix the problem, or I'm given the wrong information to fix my problem by any of the reps, compelling me to call back or send another e-mail.
ERNAN ROMAN is a customer service advocate. He is the author of “Integrated Direct Marketing” and co-author of “Opt-in Marketing,” both published by McGraw-Hill.
