The Customer Authority

If you haven’t heard of Zappo’s by now, you should have. The little online shoe store has grown into a corporate giant – and they’ve done it all on the power of customer service.

You’ve heard me talk about Zappo’s on here before and how their dedication to a customer focused culture has helped them rake in millions. Customers love this company, not just because of their products, but because of the “give-the-customers-what-they-want-and-more” attitude.

If you’ve been trying to figure out how to use Zappo’s strategy for your own company, here’s your chance.

Zappo’s will be hosting a webinar Tuesday, September 29 at 2:00 p.m., titled “How Zappo’s Built A Billion Dollar Empire Through A Customer Focused Culture”. The webinar will feature one of their Customer Loyalty Team Leaders – Senior Manager Rob Siefker – who will discuss how the company increased their gross merchandise sales from just over $1 million to $1 billion in just eight short years.

There will be a lot to learn from this very informative session, so I highly recommend this to anyone interested in increasing their company’s success through customer service excellence. (Which should be ALL of you if you enjoy reading this blog!).

Here’s the article about the webinar. To register, go to the company’s registration page here.

Today we’re going to talk a little bit about marketing your business. Have you ever noticed when you go to other people’s websites, all they do is talk about themselves? It’s all “we do this”, “we do that”. “These are our features, aren’t we pretty?” “Don’t you want to buy us because we’re so awesome?” Blah blah blah.

Yeah, I get sick of it too. Hopefully you’re not making this mistake on your website. But if you’re one of the guilty ones, it’s okay. That’s what I’m here for – to help you make things better.

Customers don’t care so much what you’re selling. They only care about what’s in it for THEM.

They want to know WHY your service or product should be important for THEM. They want to know HOW it’s going to make their lives better or easier. They want to know WHAT about your product or service is going to enhance their lives.

There’s a word for all of this you should become very familiar with – it’s called BENEFITS.

In any type of marketing strategy you have, your focus should ALWAYS be on the benefits to the people you are targeting your service or product to. They only care about your features if they know it’s going to have a positive effect on their lives.

Those benefits could be:

Emotional
Physical
Conscious
Sub-conscious

If your product or service can make a person feel better, prettier, thinner, or confident; if it helps make their lives easier, more organized, more productive – they’re going to want it.

When deciding how you want to market yourself, list all the features of your product or service. Then next to those features write down every single benefit you can think of. Don’t just stop at one benefit – take it to the next level until you can’t go any further.

For example:

Feature for make-up powder: Will give even coverage to your skin

Benefits: Will cover all the lines on my face => Will make my face look younger => Will help me compete next to the younger girls when trying to meet a man => Will help me not look like a old cow => Will help me get that hot date with Ted on Friday => Will help me get lucky on Friday night because I’ll be looking fantastic!

Okay, so you get the idea. Try to think of all the reasons why people buy things and then take it to the nth degree. Then create your marketing concepts out of those wants/needs/desires you know they’ll have. Once you make those connections, you’re making it that much easier for people to buy from you and not someone else.

I was raised to be a polite person. When I was a little girl, I was instructed by my parents to refer to them as “ma’am” and “sir”. I was also to refer to any elder of mine in this manner. If I didn’t I received a stern warning and the “stink eye” that was my mother’s angry stare.

I learned early on to say my “please” and “thank-you” in order to avoid any minor injuries. Mom had a long reach, and while I was good at ducking, I preferred to do as told then risk a stinging slap. Being polite became so ingrained with who I was; I was even referred to as “polite” in my high school yearbook description. Now THAT’S polite when teenagers point it out.

Which brings me to today’s post, which also happens to be the final post for the 25 Things You Should Do In Customer Service. And that is to be sure to always thank your customers.

In customer service, I notice more often than not, customer service representatives are losing their manners. I’ve been on the phone or in a store on more than one occasion where the representative seemed to barely register a pulse. And while they may not have been rude to me, they surely were not going out of their way to be friendly.

To me, it’s just logical to say thank you to your customers. If they are shopping for your products, and hopefully buying them, you want to thank them for all their worth. Because their worth a lot to you at that point!

Even if the customer isn’t buying from you at that moment, you still want to say thank you. You’re thanking them for coming to visit your store or site. You’re thanking them for the consideration of purchasing your services. And you’re thanking them for hopefully coming again in the future.

You may not think customers notice these simple, small gestures of appreciation, but they do. If a customer comes often enough, they notice consistency of friendliness, manners, appreciation, and attention given to them. I have more than once been in a location I noticed these things and made a point to mention what friendly/polite service they had. It’s also why I would go back.

So from now on, do what your momma told you and be polite. Not just to your customers, but to everyone! And if your momma never told you that, then pretend I’m your momma – Don’t forget to say Thank You!

Have you ever had a customer service story that was so hysterical, you just had to share it with everyone you knew? And when they heard it, they said it was the funniest customer service story they’d ever heard?

Well now you can share your story with everyone AND get paid for it!

There is a contest going on right now called “Outrageous Interactions” sponsored by Interactive Intelligence, a “top 10 ranked provider of call center software designed to improve customer service” (according to the article I was reading). As the top prize, the company is offering $5000 smack-a-roos. They’ll also be giving out smaller merchandise and tech gadgets to other contestant winners.

Sounds pretty good, eh?

The only catch is they want a video created depicting your tale. So if you aren’t video-savvy, you may want to get a friend who is to help you out. (You can give him a small percentage of your winnings).

To learn more about the contest and how to enter, just read the article here. Be sure to check out the customer tips at the end on how to get a better service experience!

I’m sure by now you’ve heard about the two airlines who each had over six hour flight delays -with the airplanes on the tarmac – within one week of each other. Because of these fiascos, lobbyists are pushing forward in their on-going fight to pass the “passenger bill of rights” bill, currently pending in Congress.

I’m all for any law that gives rights back to passengers. The airline industry is known for it’s poor service overall, and instead of getting any better, it’s remained either stagnant, or waned.

To be fair, the airlines industry has had it’s share of knocks since 9/11. With the decline of flights and then the resulting economic recession we’re currently in, the industry as a whole has suffered tremendously. But that is still not an excuse for not providing proper service to customers.

Now I agree, being stuck on a tarmac in a narrow metal bus is a tricky situation for all involved. I’m claustrophobic myself, so this would be one of my worst nightmares. I could maybe survive an hour, possibly two. But six hours?! With little to no food or water, hot stuffy air, and cramped seats? Pass the Prozac please!

One of the proposed solutions  is for any flight delayed over three hours on the tarmac to have the ability to return to the terminal and let passengers deplane – particularly if there is reasonable doubt the flight will leave within the next thirty minutes.

I think this is absolutely reasonable. As a passenger, the last thing I want to do is be sitting in an uncomfortable environment any longer than I have to, especially if it’s going to be possibly hours more of a wait.

The catch is the span of time it takes to come back, deplane, and then if something changes quickly, losing the window of time to get everyone back on the plane and out to the tarmac for take-off once again. My hats off to the people who have to figure that one out.

I realize it’s a difficult situation to come up with a quick and easy solution. The airlines will be inconvenienced, and you’re not going to make everyone happy with whatever comes out of the bill. I do think there should be better monetary compensation, whatever the results are. I’m sorry, but a measly $50 for delays longer than two hours on the tarmac is pretty pitiful to me. They need to raise that up another $50 at least.

Anyway, here’s the article on the topic if you’d like to read more:

The six-hour-long stranding of passengers aboard two different flights this month—a Continental Express (CAL) regional jet diverted to Rochester, Minn., by thunderstorms and a Sun Country Airlines delay on Aug. 21 at New York’s JFK International Airport—has thrust the issue of torturous takeoff delays back into… (read more).

Have you ever spoken with a customer service representative who told you he/she would be getting back to you with information – and then you never hear from them again? Usually, you’re the one having to call back in and then have to translate your problem all over again to someone else. Annoying, isn’t it?

As a customer service rep for any business, if you tell someone you’re going to follow up with them, then you do it. There are no excuses for not. In fact, there are a few situations you should always be following up with the customer:

• You’ve told a customer you will get back to them with information they’ve requested
• A customer has a scheduled service
• At the end of any service visit made by your company

Not only is it common courtesy to follow up with someone you already told you would call, but most of the time, that person is waiting for you to provide information that is important to them. And often that information is costing or saving them time and money.

If a customer has a scheduled service, a quick reminder call to your customers is a nice way of showing your business is considerate of their time. It also ensures there won’t be any problems with a tech going out to the location and no one being there.

Often, when a service trip is over, many businesses feel that is where their contact with the customer ends. This is a big mistake, because essentially, they’re making the assumption that everything went fine with the service call, or that the customer has no questions. And we all know what it means to assume.

When I was an Account Coordinator, it was part of my responsibility to contact the customer within 48 hours from the end of the service visit. And while most of the time, everything with the service went very well, there were a number of times there were problems. Either the customer wasn’t happy with the service itself, or they actually had to have a tech come back out to the location. Sometimes, they had questions about the service, but hadn’t had the opportunity to call in. Whatever the case, they ALL were appreciative that I had followed up with them.

Here are a few rules you should abide by for follow up:

• Always give a specific time or time frame you will contact the customer (within an hour, by end of business day, 5:00p.m., within 24 hours, etc.)
• Always call back within the time frame you gave the customer
• Follow up should always be within the first 24 hours if possible, and no more than 48 hours maximum. If follow up needs to be extended, give the best estimated time for follow up you can
• If you have to be delayed in contacting a customer back, always acknowledge and apologize for the delay
• Make sure you have the correct contact information to reach the customer – even if they’ve already given it to you

I read this article today that touched on a huge pet peeve of mine. I like to scour the want ads out there for customer service positions, just to see what the market is currently like and how our industry has been affected by the economy.

One of the things I often see is what is effectively a sales position wrapped up in the guise of “customer service representative”. They key to knowing this is truly a sales job is the descriptions commonly use phrases such as:

“go-getter”
“aggressive”
“self-starter”
“self-motivated”
“work for commission”
“ability to motivate customers”

You should never see any of those words in a customer service representative job description. All of these phrases are “action” oriented to get other people to do something. In a customer service position, you aren’t trying to get customers to “do” something, so much as your job is to “help” them with something. Or rather, the customer wants YOU to “do” something.

I don’t know if I’m seeing this more and more now because companies are trying to get around the “bad-word” of sales and gain more attraction to the job. Personally, I hate sales. I don’t like solicitation in general, and although I was told I would make a great salesperson, I never had any desire for the position.

But Sales is a necessary evil, and in business, it’s a good one. How else do you get people to buy your stuff? As the article points out, it isn’t all about customer service. I do agree with this. If you don’t have someone proactively reiterating the benefits of your company service or product, while you may still have sales, you won’t have them at the rate you want them to be. Sales in an active form can generate more bang for your buck and gain new customers you wouldn’t have if you’d remained passive.

And Sales is most effective when you combine it with great customer service, but it shouldn’t be just about customer service. As the article discusses, when you use customer service as your only sales tactic, you’re really only generating information, but not actively gaining assurance of a buy. As a salesperson, your job is to seal the deal and know when you walk away you just added a new customer and more money to the company’s bank. And when you have great customer service skills combined with selling tactics; that is a powerful tool right there.

However, it doesn’t work the other way around. Sales is not customer service. Customer service should be focused on assisting the customer where their problems, questions, concerns, and inquiries. Customer service is about information and communication. If I’m calling in to find out how I can get my vacuum cleaner fixed, I don’t want the rep on the phone trying to up-sell me to their latest and greatest product. If I wanted to buy something, I would have either said that directly, or simply gone to the store to purchase a new one.

Take a look at the article and see how this may apply to your company. Have your salespeople become more like customer service reps? Are you trying to use your customer service reps as salespeople, when they really should be just called Sales?

Have you ever gone to a source to get information? Then, once you follow up with the information, you find out it’s completely wrong? How frustrated did that make you feel?

I remember a time when I had to contact my doctor’s office to follow up on some regular testing I had done. Of course I received their automated answering service, which directed me to push various numbers to get to the lab results page for my doctor.

When I finally punched the last number, the line rang for a moment, but then a robotic woman’s voice came over the phone and told me I was dialing an incorrect extension – then proceeded to hang up on me.

I stared at the phone a moment, surprised and confused. I didn’t think I’d dialed the wrong number. In fact, I was pretty darn sure I’d followed the instructions precisely. And the fact that instead of letting me try over, I was hung up on – well – let’s just say I didn’t appreciate having to start all over again.

But I did. I re-dialed every number, careful to listen to all instructions and make sure I did everything right. I got to the last step, and line rang as before, only to be told I had an invalid extension. Click. Now this was just getting downright rude.

I was baffled. I had been given this number by the doctor’s office. In fact, it was written on the business card I had obtained the very last time I was there. I knew I wasn’t making a mistake, so why couldn’t I get through?

I called back, but this time I pressed the main number to speak to a “live” office person. After a few minutes of waiting, I finally reached someone to talk to. Fortunately, she was able to help me. When I told her about trying to call through the extension I’d been given, she let me know the extension had been changed and was the reason I couldn’t get through.

Well, at least I had an answer, and that’s fine and dandy. But why hadn’t they updated this information on their answering service? Why did they still have old cards out with the wrong information? Why did I have to go through 15 minutes of frustration just to figure it all out?

In the customer service field, giving out incorrect or incomplete information can have a serious impact on your image. While I’m not going to fire my doctor for the incident, it did leave me with a bad taste in my mouth and an expectation that when I call them again, I may have to brace myself for a run-around.

Mis-information can build negative feelings. And if your customer has any other poor experiences with your business, this will only be piled on top with the rest of them, resulting in loss of trust and possibly loyalty.

Customers expect companies to give them valid facts from the get-go. It doesn’t matter how small it may be, if it’s not dead-on, you’ll have trouble on your hands.

So make sure you’re always providing accurate details to your customers. Better yet, do what Santa does – check it, then check it twice. You know Santa doesn’t want any billions of ticked off kids coming after him!

I came across this article on answering services and the values of having one. In particular, it sites the advantages to having a live answering service for your business as being:

• • Calm, confident, live operators
  • Rigorous training
  • Customized service plans
  • 24 hour support

I have to agree, on paper, those seem like pretty good advantages if you’re considering using an answering service for your office. However, the article points out, these are what the really good answering services offer. So where does this leave the rest?

Which comes to my hesitation on using these services. When it comes down to it, it’s really about the quality and integrity of the company you’re hiring for what type of service your going to get – same as any other. I would also be looking at the reasons you need to hire an answering service and what you want to get out of them.

Is your staff too busy to be taking phone calls?
Do you have a limited budget and are looking to outsource?
Is there a particular subject or question your callers ask about?
Do you feel your staff isn’t competent enough to assist with your call volume?

While these may be valid reasons to use an answering service, there could be alternatives for you to consider. If it’s really about lack of time for your staff, and limited money, is there really an advantage to hiring an outside source, or does it make more sense to hire additional inside staff assistance?

If you’re trying to save money, you’re more likely to be looking at companies that may not provide all the customer support services you’re looking for. They may just offer to take the calls and message, but they don’t do the trouble shooting or other services your customers want or need. This could be detrimental as a customer who wants an answer becomes frustrated they aren’t talking to the “right person” when they need to.

And are you really saving money? Is it more cost effective to hire outside services instead of hiring an additional assistant? What are the advantages and disadvantages to you and your company? Are you making any customer service sacrifices by hiring an outside resource? These are things to seriously consider when making the decision to use an answering service.

I would only consider using one of these services if they guarantee the same things I can and would want to provide in-house. That means thorough training so the customer doesn’t know they are speaking to someone not directly employed by the company. Someone who is knowledgeable about your companies services and can assist with questions confidently. If the provider you’re looking at can’t guarantee you at least that – move on. If the service can give you all you want and more, and it’s within your budget, then certainly check it out.

Social Media is still a generally new phenomena that seems to be riding a tidal wave of success in today’s internet world. First it started with MySpace, then Facebook, and now the huge following of Twitter – the site that lets you tell everyone what you’re doing on a regular basis in only 140 characters.

It’s no coincidence then that businesses are starting to look more closely at social media to use in their marketing approach. In fact, large companies such as Zappo’s and Comcast have already achieved great success with these resources.

Twitter seems to be the growing trend to use now for many companies, and as a result, they’ve committed to having immediate response to any customer complaints received through that source. And it’s definitely made an impact. People are talking and what they’re saying is – they like it.

I feel anything that helps you reach out to your customers and makes it a more pleasurable experience for them is a good one. But as with everything else,  you’re only as good as you use them – meaning if you don’t have the right team backing up your social media efforts, you could actually contribute to your own poor customer service.

I’m interested to see which direction social media will take in the next few years; particularly to see which of the social media resources will survive. There’s already a known decline in MySpace as Facebook takes over the #1 spot. And Twitter is surpassing them all, especially now that it’s becoming a celebrity sensation as well. I’m curious to see what new social media entities will be around in the nest 5 years.

The article I read today covers social marketing and the impact it’s been having having in today’s world. Hopefully you’ll find it useful as you determine how to use social media to improve your own customer service. Enjoy.

According to a March, 2009 Forrester report titled “The State Of Service Provider Customer Service”, the number of services offered by “service” companies is increasing, while the amount of money they are able to… (read full article).