6/11/2008 12:14:00 PM
Industry’s poor customer service image tackled
A customer feedback company is in talks with several operators to provide its services, as the industry looks to address its reputation for poor customer service.
Fizzback, which has already secured a nationwide deal with Phones 4u, is already piloting its text response feedback service. The service asks customers for feedback via text message after a sale.
Senior figures at networks have made customer services a priority in a bid to address the negative image of the mobile industry, highlighted recently by Channel 4’s Dispatches programme, The Mobile Phone Rip-Off.
T-Mobile MD Jim Hyde told Mobile earlier this year that he was amazed how poor customer service is in the market, and new O2 CEO Ronan Dunne said he was often ‘embarrassed by the industry’.
Fizzback has built a service which can translate and process hundreds of thousands of text messages per day. The system analyses the comments received and immediately responds to customers, thanking them for their feedback and, where necessary, notifying them of the action being taken to rectify any problems.
The texts are then forwarded to the staff that the message concerns, and to a database which management can access and decide if the customer needs a further response.
Fizzback CEO Rob Keve said: ‘Companies in the mobile industry are starting to think about the life cycle of their customers.
‘The modus operandi in the industry at the moment is that if a customer looks likely to leave, companies offer gifts and incentives to retain them.
‘Opening up a direct communication channel between the customer and the company is more powerful than offering free gifts is.
‘A survey conducted by Fizzback, involving 5,000 mobile phone customers across all networks, found that 44% of those likely to leave would be less likely if their provider made it easier to give feedback.’