Your customers think they know who to talk to at your company to get their problem solved.
The trouble is that your customers are wrong.
Their assumptions are incorrect. Or you’ve changed since the last time they came to visit.
It is your job to make sure you route your customers to the right place to solve their problem.
This last week I visited a local government office to get a permit. When I walked in the door, I saw a big stop sign next to a lady’s desk that said “stop here first”.
She asked what I needed and then printed out a custom ticket with a number on it.
As I studied the big LED number boards hanging from the ceiling, I realized my number had a unique letter prefix that would, when called, direct me to the right person for my permit.
The process worked smoothly and efficiently and I watched my fellow citizens calmly taking care of their business.
If there had not been a receptionist to route me to my proper destination, I might have gotten lost or worse, waited for the wrong employee to assist me.
Take a look a the first point of contact that your customers have with you. Is it absolutely clear where they must go and with whom they need to speak?
Check your phone lines. Check your store. Check your online chat or email queues.
Rework the customer flow and help guide them to the right spot the first time.