“The use of premium rate numbers for complaint and customer service calls is now widespread, with even government departments and GP surgeries making use of them,” says David Brassington of CMC Partners, who works with small business owners to help them achieve their objectives.
“Calling these numbers can be costly to consumers, as they are often not included in call plans, and carry a significant premium if called from a mobile phone. When the caller is faced with a seemingly endless list of options and long delays before a call is answered, the cost of the call can be considerable. It’s therefore no surprise that many customers are reluctant to use them.”
The most shocking thing about this situation, he says, is that businesses should be putting such obstacles in the way of customers wanting to provide feedback, or ask questions, about what they have purchased. “Long term business success can only be achieved through customer satisfaction: ensuring that your product or service is better at satisfying customers’ needs than your competitors. You cannot create customer satisfaction if you build impenetrable barriers between the customer and your business!”
However, he also believes that the reluctance of many big businesses to engage with their customers is good news for small business. “This is one area where they can have a real advantage over their larger competitors. It’s much easier for a small business to develop a close relationship with their customers, and ensure that they deliver exceptional service every time. And when customers consider the real cost of dealing with a big provider, many will realise that paying a small premium is a much better investment than suffering the frustration and time loss involved in large company ‘customer service’. Big businesses often set the trends, and smaller businesses will follow. Ignoring your customers is not a trend to be followed!”
Further information about the Which? campaign can be found here.
CMC Partners, established in 1989, are experienced business advisers helping small business owners to achieve their own personal objectives, throughout their business journey. Client industries currently include digital marketing, design communication agencies, manufacturing, engineering, IT, construction, wholesale, health, transportation, technology and professional services.
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