Calling some companies can be an exercise in frustration. After explaining yourself to the person who answered the call, you are advised that you need to speak to someone in a different department. After explaining yourself to the third (or fourth) person, you are told that “you need to speak with the (fill in the blank) department; their number is (800) UGO-AWAY!” Sadly, many companies don’t realize the hoops they require their customers to jump through just to handle a simple customer service matter. This situation is not helped by automated phone queues, either. What’s worse than being transferred from department to department is the automaton cautioning you to “listen carefully, as our menu has changed.” Even the most advanced automated system with voice/vocabulary recognition is still an automated system that offers no human touch.
A few companies have adopted the idea of a “Single Point of Contact” to help customers throughout the course of their experience. This helps provide a much more positive experience for the client and creates the atmosphere for excellence in customer service. A single point of contact acts like the center of a network of potential service needs and guides the client through any and all communications. The Single Point of Contact (in some circles called the ‘SPOC’) maintains the relationship with the client and is vital to meeting the needs of the client. The SPOC is the friendly face of the company.
When a client has a designated person whom they can reach with any issue, question or matter, they feel more engaged and connected to the company. Client satisfaction increases measurably and a satisfied customer is much more likely to refer new business to the customer. The net result is that both the customer and the company benefit greatly. Companies that strive for excellent customer service will use this model of client interaction. It may cost a bit more in the short term, but for companies that take the long view, it can reap great rewards. In an age of technological advancement, human interaction is still highly valued by the customer.