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    February 11, 2021

    An Interview With Your Customers: What They Hate, What They Love

    According to the late Steve Jobs, excellent care for customers is about getting to know your clients so well that you can forecast their needs and exceed their expectations. After all, the only reason your business exists is to serve the needs of your clients.

    “Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves.” – Steve Jobs

    Therefore, we saw the need to collect feedback from two customers, Mathew* and Susan* to find out their biggest gripes and complaints as customers and suggestions companies can adapt to ease the pain points. Here’s what they had to say.

    An Interview with Customers

    Q1. What is your best customer experience? Why?


    “It just happened today. I had to call my Telcom service provider to remove one phone and two tablets from my phone plan and expect some struggle. The agent was super professional and very friendly without sounding forced and scripted. He told me he noticed I had an upgrade coming up and that there was an insane phone deal in February, which was very helpful since I’m getting my fiancé a new one with that upgrade.”
    “This is my best customer experience because the agent talked quite naturally, not like he was at a press conference. He also gave me precious information.”


    “I bought some guitar strings. I broke one line (string) and mailed it to the company. An agent called me and told me that they would send three more sets of that string just in case. From that moment on, I only buy and use those strings.
    It’s quite clear why this is my best customer experience; there was no annoyance with the agents, they took the responsibility of replacing the strings, and best of all, they were kind and thankful for my business even though I was reporting a complaint.”

    Q2. What is Your Worst Customer Experience? Why?

    Mathew* :

    “I don’t know if this counts as customer service, but my wife had an old Hotmail account she used for unimportant email. It got hacked, and she contacted Hotmail to see if they could get it all fixed up. They said, sure, for $150. To fix a Hotmail account!
    I think this is the worst customer experience because the company was asking me to pay them to improve their business. I think the complaints companies get from customers can help them grow their business in areas they never thought of before. Don’t make your customers pay for support.”


    “My worst customer experience happened with a telecom company. I moved about six weeks ago and called them to move my service to my new address. A few weeks ago, my internet stopped working. So I go online, where I see a charge of $110 unreturned equipment fee. I call, and it turns out they canceled my old service but never started the new service. I had to argue with the call agent about the $110 fee but finally got it all figured out. Until I had to activate my “new” service, which took a few phone calls, I will be getting rid of them in the near future.”
    This is the worst of all my experiences because the customer agent wasn’t even listening to me! Also, there was an apparent disconnect between the sales department and the customer support department because it seemed that the salespeople were operating in a bubble.”

    Q3. In Your Opinion, what’s the best thing a company can do to improve its customer experience?


    “I think previous bad experiences of your customers are a good indicator of what you can do to help future customers and improve customer experience. For example, if one customer had a problem with a complicated credit card validation process, it will probably mean that more customers will have a similar problem. You can monitor customer service channels collect customer feedback to find situations where customers are about to experience a pain-point, and step in before it happens.”


    “The best way for a company to improve customer experience is to align other company departments with the customer support department. For example, when the marketing department and the customer reps work together, the company can avoid setting false expectations of their products or services.”


    In this age of innovation, nurturing relationships with your customers is crucial for your growing your business. Did this interview give you a clearer picture of your customers’ different pain points and how you can eliminate them? Let us know via our contact page; we love hearing from you.