Understanding customers is the biggest challenge to customer service industry

Says new research from Charter UK

Charter UK, a provider of enterprise complaint and feedback management software, today releases new research highlighting that understanding customers is the biggest challenge facing the Customer Service industry. The research project, which polled 200 employees across all sectors, found that 43% believed that understanding customers was the biggest challenge. Furthermore, 41% of this sample believed that the key to great customer service is to understand the customer.

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Paul Clark, Charter UKís Chief Executive, comments:

ìThe key to attaining a better understanding of customers is simple - talk to them! All organisations should be proactively speaking to their customers at regular intervals and asking questions that can drive business decisions through gaining an understanding of their customersí likes and dislikes, pain points and things that make them happy. Too many companies are adopting ëyes/noí, ëon a scale of 1-10í style surveys which do not provide the required information that can enable a true understanding of customers.î

Additional information obtained from the survey highlighted the fact that that 55% believed that customer services standards have improved over the last 5 years and 65% of this sample believed that the improvement was down to the application of technology.

Clark continues:

ìUnderstanding customers is vital to the ongoing success of organisations but it should no longer be seen as the biggest challenge. Technology has been developed to allow organisations to gain a much better understanding of their customers and to be able to manage and control customer retention as a discipline. By allowing companies to identify customer groups and proactively engage with them it is possible to attain a continuous stream of customer feedback. This information can then be directed to the most relevant points in the organisation which will ensure that the voice of the customer is an intrinsic part of business decisions.î