As
leading operator, EE struggles to get its broadband customer service
back on track it has employed 500 new staff to manage customer queries
and complaints. To limit customer frustrations, more focus should be
placed on empowering the customer through every channel, including
online; where most interactions start.
The
technology is available to create instant feedback online through
self-service engines that give real-time feedback to customer questions
rather than customer service teams constantly picking up the phone. This
immediate interaction not only enables customers to receive the quick
answers they need, it also allows EE to control the relationship while
also cutting contact centre costs by as much as 40 per cent. The
operator could handle repetitive queries much faster, relieving the
pressure on the contact centre as the demand for customer service
resolutions skyrockets.
EE
should look to encourage its customers to use self-service for digital
retail assistance. This will not only help guide customers along the
support journey but also, a quicker response and resolution instils
confidence with customers, which will encourage them to return regularly
as loyal followers of the brand.
To
improve its broadband customer service, EE should focus on where its
interactions with the brand happen most and where EE can provide the
highest level of consistent customer service. Most of its customers will
engage with EE through its website from the start of the customer
journey, at acquisition, to where troubleshooting might occur so it
makes sense for the brand to commit to a comprehensive service through
the online channel.
by Mark Kirby, CEO of CartAssist
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