As a life-long student of sales, I have come to realize that the one thing you can do to ensure a long, successful career is - provide excellent customer service. The customer is the salesperson's lifeblood. I doubt there are many who would dispute this. Excellent customer service is mandatory, especially in this economic time. Consumers have less money and they have more choices on where to spend it.
Companies need to teach customer service to every single employee that they have. They need to make customer service the number one priority for everyone top to bottom. You never know who may one day be in contact with a customer and every single impression counts. Years of good service can be compromised by a single bad experience. Consider the following examples I had this past week.
I use the same provider for my television, phone and internet. I have been a customer for several years and have had no issues with the supplier until this month when I had two. The first was handled perfectly, leaving me thrilled with my choice of provider. However, less than a week later, we were considering leaving.
I began having trouble with my internet connection. In the mornings, my signal would fluctuate causing me to lose my connection every 5 minutes or so. I called the service department to have someone come and look. After 15 minutes navigating thru a complex phone system, I finally got someone on the phone. This person emphasized my situation and realizing that I work from home, quickly scheduled a call for the next morning.
The technician who arrived was outstanding. He patiently explained what he thought was wrong (I am not very computer literate but he made sure I understood) and told me that the fix would require an additional call. The hardware in a box outside my home was damaged and he could not fix that. He put the call in to have the service scheduled and said it would be a day or two. Three days later, he called to make sure the service was completed (even though it was not his responsibility to do so). And, to top it all off, he called a few days later to ensure that everything was working properly – it was. I was very impressed with his service and very happy with the company.
Three days later, my monthly bill arrived. A mistake was made resulting in a $40.00 overcharge. Apparently a promo rate that I was supposed to receive was missed. I did not think this was a big deal and my wife called to have the charges corrected. After wading thru the 15 minute phone maze, she was connected with someone in customer service.
At first things went great. He identified the error and apologized for the inconvenience. He told her that he was not authorized to credit the account and he would have someone call back that afternoon. My wife did not hear back from anyone so the next day she called again. She was told that they tried to call (not true – no calls came into my home) but no one answered. Not wanting to cause a fuss, the comment was brushed off and my wife asked for the credit. Again, the person on the phone could not help and she was told someone would call back. She did not hear from anyone so two days later, she called back. This time she was told that credit could not be given on the current bill and that we should just pay the incorrect amount. They would credit the amount back on the next bill. She was also told that the due date was that day and she was looking at a possible late fee. I paid the bill. I also started looking at other options for my service. If the credit does not show up, the next call we make will be to the cancellation department.
Excellent customer service is not hard to provide. All you need to do is put yourself in your customer’s shoes. Do what you say you are going to do. Tell the truth. Genuinely try to help the customer solve their problem. And, be courteous.
Ten years of business is about to be lost over a simple billing error. The company did not follow up on what they said they would do. They obviously had no concern for the frustration my wife was feeling. In short, they did not act like they were concerned about my business.
At the end of the day, I will probably stay a customer. My experience with the service tech probably will save the day. The point is that this company almost lost a long time customer because customer service is not a company-wide priority. How can a company allow its customer service group to treat a customer so poorly? These people probably come in contact with more customers than any other group in the organization. I hope that someone reviews this situation and provides proper feedback to improve.
Or, maybe this company has so many customers; they don’t need to worry about losing one here and there. In this day, I kind of doubt it.