As a consumer, we are constantly being “assisted”. Depending on the policies and procedures in place, this assistance can either be the reason for return purchases, or it can result in a social tidal wave of negative feedback.
Personally, I recently encountered frustration overload when I tried to correct an issue. In my quest for redemption, I made six phone calls (yes, I said six), and each one resulted in a different conclusion and conflicting instructions. During my quest, I had one request for money, two requests for my birth certificate, and one for my social security card. The only thing I was certain of is that none of these people know what they are talking about, and I DO NOT trust them with any of my information. By the time it was all said and done, I wanted to pull all of my business and get out of there faster than greased lightning.
To prevent this in your own customer service department, make sure that you have policies and procedures in place so that every consumer (or applicant) is given accurate and consistent information. Remember, that your support team is another “store front” to the customer and that every interaction could be a game changer.