Your Call Is Important To Us – Really?
When will the agent answer?
When you call Customer Service and hear that ominous message, Your call is important to us, you must often hang on for an unknown period of time. When you are not in control, you can believe that someone is out to get you. According to research in a recent Newsweek article, that may cause you to think that the company is deliberately avoiding you. When you are not in control of something, you may begin to believe in conspiracy theories.
Research by Jennifer Whitson of the University of Texas, Austin, and Adam Galinsky of Northwestern University, suggest that pattern perception compensates for feeling out of control in a sea of forces you do not comprehend. When you can control, or even when you just believe (incorrectly) that you can control the duration of painful shocks, they don’t hurt as much.
That confirms the advice given in the first of the Marketing Right Now series. The title was MRN – Time is of the essence. What counts is time as perceived by your customer. Your whole team needs to be following the mantra, Time Is Job One (video). It is the most important factor in the quality package you serve your customer.
Related: Your Call Is Important To Us – Roberto Rocha
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