The telecom world faces constant change and evolution. A decade ago, smart phones didn’t exist, and now they’re the core of every company. Through the change, one company has seen incredible growth of 20-30% year over year to become a $1 billion-dollar company. Its secret? Focusing on customer service.
John Marick started Consumer Cellular with a goal of bringing cell phones to people all over the world. As the industry changed and his company grew, it honed in on an often-overlooked market: seniors. The company’s simple approach to creating happy employees and exceptional customer service has led it to earning the top spot in customer service for non-contract providers six times in a row by J.D. Power.
Seniors need phones for communication and safety just like everyone else, but providing an exceptional customer experience to seniors is different than serving any other demographic. Instead of measuring how fast contact center agents can resolve customer issues, Consumer Cellular encourages its employees to take their time with each customer. Employees want each customer to get the most value from their cell phone, so they are willing to spend time helping them learn to use their phone and work through any issues as they transition to a cell phone. Instead of trying to beat a time resolution goal, agents instead are focused on helping customers feel comfortable with their phones and service. That extra effort makes a huge difference as customers feel valued instead of just being pushed through the line.
Personalization and data play a huge role in customer service. Customers should be engaged and feel happy they contacted the company, even if it was for an issue with their cell phone. Consumer Cellular tracks formal and informal metrics, including surveys, attrition levels and outside recognition, to measure its progress. Its flat internal structure also means that executives are involved in day-to-day operations and customer service.
Marick says Consumer Cellular aims to be there when customers need it. The company is working towards being more proactive and using customer data and feedback to find new ways to help and provide an amazing experience. Even as the industry continues to change, Consumer Cellular can hold strong to the customer focus that is ingrained in its culture. By staying engaged with its partners and the industry, Consumer Cellular feels confident that it can continue to evolve and serve future customers.
In the last year, the company has expanded into other services related to caregiving to better serve its target market. By building strong relationships with seniors and their families and taking the time to provide personalized service, Consumer Cellular can continue to grow and build its legacy of customer service.
Blake Morgan is a customer experience futurist, keynote speaker and the author of two books including The Customer Of The Future: 10 Guiding Principles For Winning Tomorrow’s Business. Sign up for her weekly customer experience newsletter here.