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Love Them or Hate Them, They Can Make or Break Your Business

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Over the last several weeks I seem to have run into a barrage of good and bad customer service experiences. One, being a personal experience and a couple other examples involving an airline and a toy company.

(This kind of sounds like the making of a good joke: Once upon a time there was a digital document guy, a baggage handler and a toy maker. I digress, sorry)

Being a Customer Service Representative has to be one of the most difficult jobs that there is. No one calls to say “everything is great” and CSR’s have guidelines that they have to stick to. But can those across the board guidelines, hurt your company.

I am going to make these brief and change the names of the companies to protect their identities.

The Digital Document Guy …. I ordered a PC from SamsClubski’s. Received notification that the order was processed, then cancelled. After spending an hour on the phone, the customer service rep (and supervisor) said there was nothing she could do, as I got one digit wrong on my credit card and it had been more than three hours. The order was cancelled. BUT I could re-order at the higher price if I like. Thanks. (BAD CUSTOMER SERVICE)

Got ticked off, cancelled the order and bought a PC from BestBuy for $150 more. Got angrier, called back and spent 20 minutes trying to get an address to send a letter, vowing never to order from SamsClubski’s again. Sent a letter, received a call from a VP at headquarters and promptly had a credit issued for the difference of what I paid at BestBuy and the sale price at SamsClubski’s.  (GOOD RECOVERY) I may buy from there again.

The Baggage Handler …. Guy is travelling with his $10,000 1965 Gibson ES-335 vintage guitar. He asked Deltoids Airline to carry the guitar on the plane but was denied. After landing in Detroit, the case carrying his guitar became lodged between the mobile service elevator and a rail on the loading dock. The guitar was smashed and sustained almost $2000 in damage. Airline offered him $1000, which her refused, Yahoo published the story, Deltoids apologized and they paid the $2000 to fix the guitar and gave him two free airline tickets. (Isn’t that what they did for the Triumph passengers?) (BAD CUSTOMER SERVICE)

Meanwhile, Gibson contacted the guitar owner, offering repairs on the damaged 1965 ES-335 as well as a brand-new 50th anniversary reissue of a 1963 Gibson ES-335, free of charge. (GREAT CUSTOMER SERVICE)

The ToyMaker:  A 7 year old boy does not listen to his father and takes his new Gego toy to the store and loses it. The little boy was so upset about the loss of his new toy that he decided to write a letter to the company explaining his misfortune. (The letter and reply from Gego are worth a read for any parent: http://www.huffingtonpost.com/2013/01/09/luka-apps_n_2434781.html

The 7-year-old was shocked when a reply letter came in the mail offering not only to replace the toy but extra goodies for being honest. (GREAT CUSTOMER SERVICE)

The moral of the story ….

Customer Service IS the face of your company. They drive your corporate culture and are the front line to your customers. Sometimes customer service reps have to work by guidelines and rules but maybe those rules are a bit ridiculous. (Remember, “it has been more than three hours and we can’t change your order.”)

Some companies rise above it. I can’t imagine Gibson had a rule to fix a guitar and send a second one for free. Or Lego (oops that slipped) sending the lost toy for free along with additional goodies.

These companies obviously empower their people and allow them to humanize their interaction. The cost to these companies was minimal for securing two customers for life. PLUS Gibson and Lego received a great amount of good publicity as the stories were reported. (Deltoids not so much).

My advice, empower your people to do the right things and set the rule book aside when you should.

Any interesting Customer Service stories?

Information Overload?

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Every day we are bombarded with information. Years ago it was mainly restricted to advertisements, billboards, direct mail and the annoying telemarketing calls that seem to come every evening at dinner time.

With the evolution of technology the amount of information we receive daily has become exponential. Most of us have several email accounts, Facebook, SMS on our phones, twitter, social networks, blogs, etc. etc.

This phenomena has driven a changes in human behavior. We all always sorted through information but due to the amount of information we now we received we have become “high speed” human sorting machines whereby we look at something and in a matter of 1-2 seconds determine if we continue or discard. If we continue, typically we dedicate another 5-10 seconds, before we make a final determination of the relevance of the information.

This presents challenges for companies trying to communicate with their customers (who will give you a bit more time) as well as  a broader audience of “prospects .” Their Question, “how do I get their attention?”  The answer, it is all relevant. The selection process is driven by relevance.

More in future posts.

 

What are they thinking?

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Have you ever received a piece of direct mail or an offer in a bill or statement and ask “what were they thinking?”

I do. My mortgage company who offers me a higher rate than I am currently paying. My phone company offering me a deal on the same phone I  bought and paid more for the month before. The worst is my mortgage company sending the offer in a separate mail piece from my statement wasting money and really making me wonder if there is any communication within the organization.

We all have received some promotion that has made us wonder and chuckle.

And although humorous, at a certain level, you have to ask yourself “why don’t they know who I am?” The technology is available. There are plenty of studies that could support the investment in terms of cost savings and ROI. Is this a good company to do business with?

Might be just me, but I don’t think so. Do you know your customers?