We hear a huge amount about the importance of new and exciting games and attractions, but how often does a company consider the customer experience? For the pay-to-play amusement industry, customer service has been fairly low on the list of priorities. Yet, as consumers increasingly voice their opinions via social networks and internet forums, can operators afford to ignore it any longer? InterGame speaks to customer service expert Elaine Allison to learn more about the fundamentals of effective customer service.
FIRST IMPRESSIONS ARE IMPORTANT, BUT THE SECOND ONE IS EVEN MORE CRITICAL
First impressions, said customer service expert Elaine Allison, are significant but often it is how a company deals with a customer’s problem – usually the ‘second impression’ – that really counts. This can be as straightforward as making sure customers can contact you.
“Phone calls are expected to be answered in three rings, or there should at least be an option to leave a voice mail with a timeframe for a call back,” Allison told InterGame. “Depending on the urgency of the call, immediate is best, same day better and 24 hours is the maximum. It’s also important to offer an alternative form of communication – at least provide an email with an auto-responder with an expected timeframe for a response.”
A LOT OF TIMES A BUSINESS WILL FOCUS ON EFFICIENCY VS. SERVICE WHEN THEY ARE NOT STARVING FOR BUSINESS
In business, there will inevitably be leaner years. How businesses cope during these times can depend on how well they have prepared during their more successful periods. Some customer-facing businesses can focus too much on whether there is an immediate profit to be gained, rather than taking a long-term view. This, said Allison, can be a mistake.
“A lot of times a business will focus on efficiency vs. service when they are not starving for business. This is good only in good times. What a company should be looking for is both a pleasant and efficient service for the long term.” Even if there is a chance that a customer will never come back, they may talk about their experience. With the popularity of internet forums, warned Allison, word can get around quickly, potentially damaging a company’s reputation.
This article can be read in full in the February issue of InterGame.
