Putting my phone on speaker, listening to the songs playing from it, and sitting in front of my laptop, I waited for “the next avaiable customer service representative” from Air Canada for almost two hours.

Frustration? I feel ya.

If I hadn’t been occupied with work on my laptop, I wouldn’t have even stayed on the phone for that long. Nevertheless, I can imagine how upset a customer would be after having to wait for such a period of time.

As Adrian Fung and Rachel Lee mentioned in their blogs, about two thirds of customers have experienced unsatisfactory customer services and hung up after disappointing experiences with call centres.

Though advertisements and goodwill may raise a company’s brand awareness and improve its image, having quality customer service is a critical part of bringing forth customer satisfaction and loyalty. It makes sense to me that, after spending vast amount of money focused to attract customers, a company should work to keep its customers from leaving or going to competitors. It would not only make customers happy, but would also save the company costs of advertising. Afterall, words of complaint from one individual may cause a company to lose many more potential customers.

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