Closing the Customer Experience Gap: Bridging Expectations and Reality for a Better Service

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Closing the Customer Experience Gap: Bridging Expectations and Reality for a Better Service

Sapna Jadwani

@sapnajadwani1

March 17, 2023

Miscellaneous

When it comes to customer service, companies that fail to deliver can experience serious financial losses. In 2022 alone, almost one-half of customers reported leaving a brand due to poor customer service. This type of loss is often caused by a customer service gap, and identifying—and closing—these gaps is the key to successful customer retention.

First, let’s define what a customer service gap is: when the expectations of customers concerning a company’s service differ from what the company actually provides. This could be due to an issue with the product or service itself, problems related to technology, lack of knowledge or expertise on the part of customer service agents, miscommunication between customers and the company and inadequate data collection.

When trying to identify a customer service gap, it’s important to focus on each type separately in order to understand what the underlying issue is. Here are four types of customer service gaps:

Expertise Gap: This occurs when support agents lack the knowledge and expertise to solve customer issues quickly or efficiently enough to satisfy them.

Technology Gap: A technology gap arises when a company fails to use or provide common technologies that improve customer service and experience, such as chatbots or CRM systems.

Communication Gap: This happens when a product or service advertised by the company fails to match what is actually offered.

Data Gap: A data gap occurs when a company fails to collect, store and leverage data in order to personalize the customer’s experience or track their progress.

Why Is Bridging the Customer Experience Gap Important?

Businesses must always be aware of their customer's expectations, as failure to do so can quickly lead to a disservice in customer service. Such gaps could originate from various sources and will inevitably result in dissatisfied customers who decide to look for alternatives instead. Companies should pay close attention and identify potential openings that may arise within the customer experience plan swiftly before any further damage is done. Looking out for such occurrences isn't difficult- it's simply a matter of taking note of customer demands and personnel expertise while following best practices accordingly!

Once a customer service gap is identified, there are several strategies businesses can use to resolve it and create better experiences for their customers. Here are a few of them:

1. Invest in training and education: One of the most effective ways to reduce expertise gaps is to invest in training and education for customer service agents. This will ensure that they have the knowledge and skills to provide quality customer service.

2. Utilize technology: Leverage technologies like chatbots, AI, CRM systems and other automated processes to improve customer service efficiency, accuracy and speed.

3. Ensure accurate messaging: Make sure all advertisements and promotional materials accurately reflect what the company can offer customers.

4. Collect customer data: Track customer interactions and use data to personalize their experience, identify trends and measure performance.

By addressing customer service gaps and investing in strategies that improve experiences, companies can create more loyal customers and increase overall satisfaction. By taking steps to resolve any existing customer service gaps, organizations can ensure that their customers are getting the quality of service they expect and deserve.

customerservice strategy Customerexperience

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Sapna Jadwani

Sapna has had a successful run in the technology and business space, having bridged the gap between the two disciplines to create innovative products and lead effective teams. She has been able to successfully marry the analytical rigour of business with the creativity and technical prowess of technology, resulting in market-leading offerings. Her experience in both worlds gives her a unique perspective that is beneficial for any company looking to bring its technology strategy up to par. She is an advocate of agility and continuous improvement, believing that organisations should use Lean principles to make sure they are nimble, cost-effective and efficient.