For some reason, I have had an odd amount of “out of the blue” conversations with friends and strangers about products they buy and the service they receive as it relates to cell phones and the providers. A few of them know the business I am in but most did not, which is why I found this interesting.
When I began asking questions about comparing the product to the service, everyone I spoke with seemed to be more forgiving of product flaws when the service was exceptional.
Just about everyone has a cell phone. Most if not everyone has dealt with the support department regarding an issue with a device, coverage problem or even billing issues. In any case, the service provider has a unique opportunity when a customer calls – and they get one shot at that initial moment to be great.
They can express compassion, concern and begin the process to address the problem – or they can be cold and treat their customer like a number and drag the resolution out for a long time. I have even heard some cases where service providers engage in an argument with the customer. Ouch!
I will not mention provider names but there is one in particular that is riding a nice wave at the moment – and has been for a while now. They are putting customer service ahead of the devices and service plans they sell and the word is starting to spread. In fact, this unnamed company is now giving more bonus money to service employees for positive customer surveys and experiences than actually selling product! That does not mean they are lacking in quality. Quality has to be there regardless. The theory is – provide better service and win more business. It works!
You think they are on to something? I do. When I look at my own experience, I understand nothing I buy is 100% perfect. My car will have issues sooner or later, my cell phone calls will drop sometimes and even the appliances around the house will hiccup. Unless I can personally fix all of these things (which I cant), I will need to call or visit someone for help.
Giving the customer a very good experience will win you business. Not only that, it will win you the best kind of business which to me is word of mouth. That means someone was so pleased with how you handled their issue, they took time from their day to tell someone else how great you were.
On the flip side however, the product and service you offer or use must work! I could have the kindest cell phone support experience in the world but if the phone or service continues to be unreliable, simply being nice will only go so far. I could go on about an exit strategy and how to best handle those cases that simply cannot be resolved (those are pretty rare) but I will save that for another post.
Properly tracking issues is crucial for both the company and the organizations within, not to mention how important it is for the customer.
Receiving the complaint is only the beginning. You will ultimately be judged on how you manage and resolve the issue. If you were going to call this step something – call it your time to shine!
- Eric Harrington
