My brother has been working with me
for a few weeks, helping me out during my busy season. And during the last few
weeks, he's spent a lot of time on countless calls to the company from which he
recently bought a custom computer.
This company, which shall remain
nameless, is the best of the best in custom computers. When my brother was
shopping around, their customer service was top notch. They even called him
after he'd had the computer for a week or two, just to make sure everything was
as it should be.
But now there's an issue, and the
situation has been flipped around completely. My brother has spent hours on the
phone, on hold, trying to reach someone who can help. A couple of times he's
reached someone who couldn't immediately help, but took his number and promised
to call him right back … and never did.
The computer is still under
warranty--a warranty that my brother paid an extra $300.00 for--yet he's had a
nightmare of a time getting anyone who can help him. All he needs is an RMA
number, and for them to arrange for shipping so his computer can get the service
it needs. It shouldn't be complicated.
Customer service is not just
front-end. In fact, back-end customer service is even more important, yet it's
often overlooked because it's not considered marketing; it's not considered
visible.
But it is visible. A customer with a
positive resolution to an issue will be much more likely to tell people about
their experience, and negative outcomes exponentially more so. It's
word-of-mouth, and it's your reputation; it's everything.
Reputation is no longer contained to
our zip codes. In our social media age, reputation is global. It's reflected in
our communications, in our recommendations, and in our reviews. And sometimes
the best reviews are the results of resolutions to bad situations.
Stuff happens. Maybe you overlooked
something on an order, had a shipping claim, guaranteed something that requires
service, or failed to fully explain a policy up front. This stuff can lead to a
concerned customer. How you handle that concerned customer is what will set you
apart, and what will allow you to soar or to cause you to crash and burn.
Unfortunate events, handled
correctly, can show your customers your level of professionalism, care, and
admirable intentions. In the same token, unfortunate events, handled incorrectly,
can be detrimental.
So next time a situation arises where
you need to take action, show your best back-end customer service. Work with
your customer to make it right.
Making it right is never wrong.
#MakeItRight #CustomerService #AskUncleMarty
#MakeItRight #CustomerService #AskUncleMarty
...
Originally published on the AMBC blog on May 31, 2016.
