Changing the Game: Why Companies Should be Thinking “Mayday”

By: Clarabridge Team

June 25, 2015

by Rachad Davis, Content Marketing Associate

Imagine having the ability to contact customer support within seconds of needing assistance. If you happen to be a Kindle Fire HDX customer you do this by way of the “Mayday” button. Introduced when the tablet launched, the Mayday button allows customers to reach a service representative in a one-way video conference with the click of a button. Amazon says the average response time is 9.75 seconds, lower than the original goal of 15 seconds.

According to Amazon, 75 % of all Kindle users turn to the Mayday button for tech support — and other oddities. Streamlining customer support is important for companies because 55 % of consumers say they would pay more for a better customer experience and 75 % of customers believe it takes too long to reach a live agent, according to Harris Interactive.

Face-to-face interactions not only make your company seem more human, but also serve to make the consumer more comfortable with calling into your customer support service for assistance instead of voicing negative emotions for others to see.

A short response time paired with a face-to-face interaction eliminates common customer complaints, like being put on hold, and slow email response times. Consider these stats:

  • 27 % of email inquiries are answered incorrectly (Internet Retailer)
  • 41 % of consumers expect an email response within six hours, but only 36 % respond that quickly (Forrester)

Let’s not forget automated messages can also drive customers crazy. According to an American Express survey, the most “cringe-worthy” phrases customers don’t want to hear include: “Your call is important to us. Please continue to hold,” and “We’re sorry, but we’re experiencing unusually heavy call volumes. You can hold or try back at another time.”

Amazon released data reported by Cnet.com on some of the more eye-catching requests customers have had:

  • 35 marriage proposals from customers
  • 44 instances when the Mayday tech advisor sang “Happy Birthday” to the customer
  • 109 requests from customers needing help with ordering a pizza
  • 3 customer requests for a bedtime story

As ludicrous as some of these requests may seem, it is important for companies to strive to keep their customer’s experience enjoyable, and in this case, differentiated. A customer is 4 times more likely to buy from a competitor if the problem is service related vs. price or product related, so never underestimate the importance of outstanding service.

No matter how businesses choose to address their customer support systems, effective customer experience management is a must. Amazon may be in a league of their own, but they set an intriguing example for what’s possible if you think outside of the box and go that extra mile or two.