It’s Tax Day in the United States, a day that causes dread for millions of Americans (at least those not receiving a hefty refund). But many consumers feel as though they are being “taxed” by the companies with which they do business every day.
In addition to meaning “to levy a tax on,” the verb tax also means “to make onerous and rigorous demands on,” according to Merriam-Webster. And many companies do indeed “make onerous and rigorous demands on” their customers.
One of the easiest and quickest ways to improve customer experience and customer satisfaction scores is to remove pain points throughout the customer journey. Often these pain points are small things that cause big headaches, so removing them makes a significant difference.
Here are five ways to stop taxing your customers:
1. Reduce clicks and taps wherever possible.
If something takes three clicks on your website, reduce it to two, one, or none. Discover Card did this by showing recent transactions on the homepage, boosting customer satisfaction and reducing unnecessary clicks.
2. Stop making it difficult to contact Customer Service.
Whether it’s intentionally hiding phone numbers, understaffing contact centers to result in long hold times, or lengthy menus that leave customers screaming “Representative!,” many companies still make it hard to talk to a human being in Customer Service. While it’s a good idea to allow customers to self-serve and add automated help like chatbots, when a customer wants to speak with a human it is critical that he or she be able to do so in a timely manner. Nothing is more frustrating than yelling at a computer or robot that doesn’t understand.
3. Don’t make customers switch channels.
Today’s customers expect to receive service through their preferred channel, rather than being forced into the company’s chosen channel. A call center wouldn’t ask a customer to tweet instead of calling, and social care agents shouldn’t push complaints to another channel. Forcing a switch frustrates customers, who know it’s just to benefit the company.
4. Do the customer’s work for them whenever possible.
A customer left a negative review on Chewy.com to warn others about a cat litter unsuitable for long haired cats. Chewy promptly issued a refund and suggested four better alternatives, saving time and frustration.
5. Include all costs up front.
The airlines have made a mockery of pricing, first with the idea to charge for checking bags and, more recently, the idea to offer lower-cost, back-of-the-plane fares with bare-bones features just so they can display “fares from” a lower price on every flight. Similarly, resort fees are cropping up at hotels in Las Vegas, New York and elsewhere as a means to charge for what was previously free – WiFi, the fitness center, etc. – and they often are not displayed as part of the nightly rate. Why frustrate customers by nickel-and-diming them for every service or hiding fees, taxes and other charges until the last minute? The better answer is to be up front and transparent; your customers will thank you.
The easiest companies to do business with are always those that focus on the five items listed above. After all, it’s hard to feel satisfied as customer when you are busy dealing with “onerous and rigorous demands.”
