Broetzmann said companies sometimes rely on “disingenuous approaches,” which can be vexing or meaningless to customers, to internally measure their performance.
Consumers have been empowered by technology to perform routine tasks, such as checking an account balance or placing an order, but things can go awry when they have a question or problem. Broetzmann, the president and chief executive of Customer Care, said companies direct consumers toward self-service, the lowest-cost approach. The latest report found that 54 percent of customers reported a problem with a product or service in the preceding 12 months, an increase of 4 percentage points from 2013. The report, conducted in collaboration with Arizona State University and Dialog Direct, was the seventh since 1976.
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