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If you’ve ever called the 800-number for a telecommunications company, you know the process. You sit through minute after excruciating minute of easy-listening music, interrupted periodically by a recorded message reaffirming the importance of your call. You enter your account number when prompted, but know it is a pointless exercise because the customer service agent will always ask you to repeat it. If you’re lucky, the second or third person with whom you speak can actually respond to your request. After waiting for over 30 minutes, the person finally says, “I am sorry I can’t help you!” Ugh, how frustrating!

A major business enterprise spends a fortune on advertising and outbound marketing. How much of that budget would they have to allocate or invest in order to turn their customer service into one worthy of discussion or to be one of the best in the the world? Instead, you often see multiple complaints on the Better Business Bureau and social media, hindering its reputation.

In addressing the aforementioned issues, think about improvements for your business such as:

-Staying open 24 hours a day. Routing calls to a different time zone shouldn’t be a problem, especially for a global company.

-Implementing dead-end safeguards. If a customer has been on hold for a certain period of time, escalate the call’s priority to a more senior person who can take action.

The Point: You don’t have to be a multinational corporation or even facing these specific issues to learn a lesson from these thoughts. Simply put, a huge marketing budget might all be for naught if it doesn’t come with a great customer service experience.