On any given day, there are few things more infuriating than encounters with lousy customer service. The frustration of waiting on hold, the labyrinth of automated recordings, and bot-generated responses that entirely miss the mark is often greater than the initial complaint, adequately resolved, would’ve warranted. The irritation is justified. Most of us aren’t independently wealthy; every dollar spent represents hours of our lives. So, where, how, and with whom we choose to spend our hard earned dollars is inherently intimate.
Essentially, we’re trading the incremental dollar equivalent of our lives for goods or services that, in some way, enhance it. In this exchange exists an implicit pact between consumers and companies: I exchange my dollars for the promised service, and in return, you deliver the product as expected. If the second half of that agreement occasionally falls short, proper recourse — a refund, a credit, or some other resolution is perfectly reasonable. Most customers have grace for the occasional snafu as a normal interaction in the course of business. Few of us even want to complain. Personally, unless a service or product falls egregiously short, I’m inclined to let it slide. The energy investment required to complain is frankly worth more than any potential compensation. As it turns out, this conditioned response plays right into the strategies of many corporations.
A recent study highlights the challenge — 85% of Fortune 500 companies lack a phone number on their homepage and 23% have no number on their entire website — what’s more, according to customer service data analyzed by VoiceNation, 33% of top Fortune 500 companies are impossible to reach. This approach presents insurmountable hurdles for consumers, leaving many to find alternatives to fight back.
The Power of Social Media: Public Outcry and Organizational Response
In recent years, consumers have discovered a solution to getting nowhere with companies’ customer service lines. Social media offers the public a platform to air out customer service issues, often as a frustrated last resort. It’s only when complaints go viral and public outcry demands accountability that many companies acknowledge consumers’ issues — and usually publicly. It’s a clear indication of the disingenuous, performative nature of some companies who only prioritize customers when public perception is on the line. But organizational ‘hail-marys’ are often too little, too late.
Negative publicity resulting from viral incidents can have tangible repercussions for companies. Research indicates that businesses experiencing public relations crises often face long-term financial consequences, with stock prices declining and market valuation suffering. Loss of brand loyalty and customer trust can translate to decreased sales and revenue and damage to brand reputation. And that says nothing of the impact bad experiences have on individuals.
Triggering Interactions: Challenges for Black Consumers
If you’re Black, there is often an unspoken pressure to overlook poor service or products due to the baggage of stereotypes associated with complaining. Regardless of validity, Black consumers often hesitate to seek appropriate solutions because of an ingrained, often subconscious, pressure to avoid being perceived as angry, aggressive, or excessively demanding, a pressure shaped by their lived experiences.
When resolutions are sought, the subtle forms of discrimination often felt from representatives can be triggering and emotionally distressing. Dealing with discrimination can be emotionally taxing, further compounding the difficulty of navigating customer service interactions. Given the weight of it all, chances are, if an individual chooses to engage, it’s usually for good reason.
No matter the short-term savings, neglecting consumers is bad for business. It takes a toll on individuals and companies alike. Therefore, it behooves C-suite decision-makers to prioritize customer care, not just because it’s right, but to minimize the risks of losing customers, damaging reputation, or facing irreparable outcomes.