Creative & Copywriting: Copywriter as Your Customer Service Ambassador
I recently came upon an interesting article in The Wall Street Journal about how we, as consumers, feel about customer service. And frankly, the score isn't good for most companies selling products and services.
Now, some of the issues that create poor customer service are about company policies, such as short return deadlines (which, incidentally, often increase returns and create customer mistrust). Some customer service issues also occur as a result of business acquisitions. Who hasn't felt dissatisfied over some internet provider that's changed hands, and now you don't know who to turn to for help?
Great customer service can't be all about what's convenient for you — it must be about the comfort and convenience of your customers and how you can serve them best. To have truly satisfied customers, quality communication is imperative.
Yes, communication costs time and money, but customers are the golden egg you've worked so hard to acquire! Loyal customers are cultivated by a mix of clear, honest communication and outstanding merchandise assortments.
What's That Have to
Do With Copywriting?
When it comes to customer service, most companies are ham-handed when communicating with customers by phone and email. We've seen plenty of emails that are uninspired and obviously treat a customer like a number, not a member of the family. And when your customers see that from you, they "get it": "You don't care." And they'll take their business to someone they think may care more.
Automated letters to unhappy customers are often so poorly done they finish off what remained of an already fragile relationship.
Other examples of addled customer service messaging can be found in call centers. Without carefully scripted and well-practiced communication, your call-center reps' contacts with customers can be uncomfortable and even off-putting.
The article I mentioned made special note of recorded messages as another annoyance. They're often the first line of communication people hear when they call you.
