Apple’s release of the new iPad has caused a stir well beyond the product itself. It seems several lessons are emerging based off this new launch:
- Marketing circles are reeling over how Apple created buzz without saying a word.
- Revisited are lessons on researching customer segment reactions when naming a product.
But this release also highlights the continued emergence of the “Good Enough Revolution,” where feature-rich products are being replaced by lower-cost straightforward ones.
Compared to standard personal computers, there are a lot of things the iPad can’t do, and while it wasn’t intended to replace Macs or PCs, many are saying their next computer will be an iPad – it is good ‘nuff for what customers need.
This trend is clear in the product world, but the implications are less clear in customer service. I think we can all agree that poor or incomplete customer service is unacceptable, but is over-serving a reality? I’ll never forget the day a SVP of Global Support for a major software company told me “you’ve got to strive for a B level of service.” It jarred me at the time, and I questioned that statement for years.
While the truth lies somewhere between philosophical belief and behavioral economics, some research we conducted across 70,000 customer interactions shows once a service interaction has met customer expectations, the most economically beneficial point has been reached. While the notion of “delight” is real, the data would suggest a subsequent loyalty lift doesn’t ensue:
Click here to enlarge
Our data goes on to further suggest:
1. Customer service has far greater risk of driving disloyalty, not positive gains in loyalty (which are primarily driven by the product performance and quality, and in B2B scenarios, sales interactions).
2. The primary focus of service needs to shift toward managing the downside risk, not exceeding expectations in service interactions.
And while that may sound less glamorous, think back to the last time you faced an issue with a company and contacted them expecting to be delighted? Maybe, just maybe, quick and professional service is in fact, good ‘nuff.
CCC Members: Please reference our “Shifting the Loyalty Curve” research for more information.
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