Experiencing the Full Customer Service Spectrum
In my last column, I cautioned readers about social media and the negative effect it can have on online reputation management. Here's a quick recap: The key to a positive reputation is to look at every possible customer and prospect touchpoint and make sure it's buttoned up tight. Every interaction, every touchpoint needs to be quality-driven, otherwise your brand is going to take a social media beating.
There’s just too much prime opportunity online — e.g., Facebook, Twitter, YouTube, blogs, etc. — for brands to get dinged when they screw up. In the few weeks I've been back from vacation, I’ve been thinking about this as I go about my day-to-day dealings with companies.
Twice in the last few weeks I’ve gotten dinged: once by a salesman and once by a so-called customer service rep (CSR). But helping to restore my faith in our industry, I also recently had a fantastic customer service experience as well.
But first the negative:
- I have a TV that for the last year has had sound problems. The sound intermittently stops working. With the TV under warranty, I called CompUSA’s warranty company to remedy the problem. It sent someone out who couldn't find the problem. After another unsuccessful attempt to fix the problem, I again called the warranty company to get a new TV. The CSR told me there was nothing she could do except send out a third company to look at my TV. I calmly explained to her the facts of the case. She calmly explained that there's nothing she can do. So I asked for her supervisor. The supervisor gave me the same speech — same language, same dull, disinterested, flat demeanor. Like robots, only less interesting. By then I realized that the company is just going to run out the clock on the warranty instead of giving me a new TV. The moral of this story: Some companies teach their frontline people to hold the line, not help customers.
- I recently paid a visit to my local Honda dealership to trade in my son’s car. This will be my third lease with this dealership. The salesman I normally use is busy, so he puts me in the capable hands of “Bill.” I tell Bill that I want the special that was advertised on the dealership's website because it's the lowest-priced car it sells. Let the games begin. I know how it works, but I never let car salespeople play. Bill makes three attempts to get me into a more expensive car by asking if I want this or want that on the car. I remind him for the third time that I only want the least expensive car the dealership sells of that model. You know, the one listed on its website. Bill responds to me with the following: “You want the lowest price in that model, OK, but don’t you want a car with air conditioning?” (F.Y.I., I live in Florida.) He says this with actual contempt. One minute later, he’s back waiting for another customer to annoy. The moral of this story: I'd have fired this salesman on the spot if it was my dealership. You cannot risk offending any customers, much less repeat customers.
And the positive:
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.