24 April 2015

Often, when we tell people about the UKFast “three rings and you’re in” policy, their response is one of surprise, which is nice for us, but also quite worrying. If we, the British public, feel surprised by having our queries answered quickly, what does that say about our overall experiences and expectations of customer service?

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How do you measure customer service?

Personally, I don’t think waiting on hold for up to half an hour at a time is acceptable in this day and age. Digital and technological innovation has made it much easier to streamline processes or even automate them, freeing up more time for people to support their customers.

Whilst UKFast is by no means the finished article, we are genuinely passionate about customer experience. It’s in our blood; the very reason this business exists.

We have been there, in that position of frustration, struggling to get the right support from a provider, so it stands to reason we don’t want to be delivering that kind of service to our customers.

I’ve always believed that not everything that counts can be counted, but it’s true that some things have very obvious benefits that are easily measured. For example, a recent survey carried out by Accenture (the ‘Global Consumer Pulse Survey’) found that over 90% of respondents were frustrated at having to contact a company numerous times to sort out a single problem. Not only that, but 90% were irritated by being put on hold for ages and around 89% were sick of repeating their problem to lots of different people.

With social media providing customers with a very public platform to complain, it’s so important for us as businesses to ensure we’re up to a high standard when it comes to the support we provide. One way of doing that is by measuring the level of customer service you’re giving; whether that’s by using a Net Promoter Score (NPS) feedback system or by ranking members of your support team on things like call time, speed of service and tone of voice.

These are all things we do at UKFast, and they’re things I’m happy to share if they help us – as British businesses – to collectively raise the bar.

What do you think makes great customer service, and where does speed rank on the scale of customer experience?

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