One way to think about customer tolerance is to consider the perceived complexity of the issue that prompted the support interaction. That is, the customer's view of complexity - not your view.
We recently looked at this for one company and found the following:
- Customer experience scores are the lowest when the issue is perceived to be not at all complex. This likely reflects a lower tolerance for having to interact with support in the first place.
- The experience is the highest when there is some perceived complexity, but starts to drop when the issue gets extremely complex. This drop is likely due to an increase in the time and effort to resolve the issue.
In some ways it supports the notion of customer effort. Why should a customer need to contact support for simple issues? And, for complex issues, the customer will only tolerate so much.
What say you?