During our research on Ending the Customer Expectations Race, CCC asked nearly 1,000 customers the question, “What is the best company for customer service?” and the most popular response was:
If you’re having trouble reading that response, it’s “Can’t think of one”.
CCC decided to take the verbatim responses from a recent customer survey and enter them into a program to create a word cloud. If you’ve never seen a word cloud before it’s a pretty cool program that shows the frequency of the use of words by the size of the font of those words. So, the more frequently a word or words are used, the bigger the font is in the word cloud. And when CCC entered the verbatim into the word cloud machine the largest response was “Can’t think of one”. Not Amazon or Zappos or Nordstrom. It was, “You know, I can’t think of one”.
Think about that for a minute … when we asked nearly 1,000 customers to tell us who is the best company for providing customer service, the #1 answer on the board *by far* was “Can’t Think of One”.
Now this was really surprising to us … we expected to see a bunch of the companies that often get publicized for providing superior customer service.
Admittedly, Amazon gets a lot of buzz, and their name was fairly big in the word cloud … but “Can’t Think of One” absolutely crushes them in terms of size. In fact, those companies that are often spoken about in the media & that we, as service executives, tend to think of as being the gold-standard, actually didn’t pop up very often at all.
And in a time when many service executives and their teams are developing strategy for the next year, I think this is a pretty heartening piece of data. Instead of chasing some of those aforementioned companies’ approaches to service, we should focus our attention on creating a low-effort experience anytime a customer contacts service.
What do you think? Is this good news, or troubling? Would you rather know who the leader is, or set your own strategy? Let us hear from you.