How to Make a Positive Comeback in the Customer Care Space

At the end of the day, we must realize that no company is perfect, not even our own. Whether our technology proves disadvantageous or our employees make mistakes, it’s important to remain humble and learn how to triumph in times of adversity. No matter what obstacles you’re facing you should always strive to provide the best possible customer experience for each and every customer. After all, your customers are the lifeblood of your business—without them you wouldn’t have a company to run.

If your company is being inundated with customer complaints and your customer care score is at an all-time low, chances are you’re feeling extremely discouraged. You might even think that there’s no possible way you can recover. Don’t give up, however, as there’s a way you can persevere.

Just take Sprint as an example. With a customer satisfaction rating of 61, Sprint was the lowest performing company within its respective industry. Indeed, the company was the weakest link in the customer care industry. So in order to boost its customer care rating, the company’s board appointed Dan Hesse as the new CEO.

During this tenure as CEO, Hesse was able to turnaround the entire company, boosting its customer care score a whopping 10 points—the biggest improvement made by any company within the industry. What’s more, Hesse’s determination helped Sprint rank number one in contact center satisfaction.

How exactly did Hesse turn a suffering company into a flourishing enterprise? Rather than continue to slash costs and hope for the best, Hesse honed in on the customer. Not only did he make an effort to listen and understand customers, but he also acted on their feedback.

Through data analytics and social media listening, Sprint was able to identify 35-40 problems that were causing customer dissatisfaction. Instead of resting on this information, they made immediate changes and improved its service to ensure that customers were satisfied once again.

That’s not all Hesse did. In addition, he made sure to empower employees by giving them the necessary resources and authority to serve customers. After some digging, Hesse discovered that customers were frustrated with Sprint employees who couldn’t rectify their problems. What’s more, customers were tired of being transferred from agent to agent without finding a suitable resolution.

As a result, the company launched an initiative dubbed “Social Media Ninjas,” in which employees served as ambassadors for the company, addressing customers’ concerns on social media platforms such as Facebook, Twitter, and YouTube. Not only did this help significantly boost employee morale, but it also helped improve the company’s online reputation.

So what exactly can contact center leaders learn from Sprint’s comeback? Well, it’s simple. Just because you have a poor customer care score, doesn’t mean all hope is lost and that you should give up on turning things around. Sprint didn’t give up and look where the company is today.

By implementing a comprehensive customer care strategy—which focuses on improving the customer experience and delighting customers—you can boost the quality of customer care. What’s more, you’re also likely to see a nice spike in your revenue, as studies have shown that loyal, satisfied customers tend to spend more with a company.

Remember: You can always redeem yourself, and the key is to remain positive and persistent.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.