Service Untitled

The emotional manipulation factor has been all abuzz this past week after the published results of a January 2012 subliminal study by Facebook was revealed in the Proceedings of the National Academy of Sciences. In case you haven’t heard about it, or rather if the study was condoned by anyone in the field of ethical behaviors and studies, Cornell University and Facebook manipulated the thoughts of 700,000 Facebook users.

So what did they do? In a week long “social experiment,” the News Feed content was changed. Some Facebook users were presented with happy and positive content and words, while others were saturated with sadder content and words. Then researchers measured whether the status updates of the experimental users were affected by either the happy or sad news they received. Indeed it did, and showed more negative reactions to the negative news and of course, the opposite with happier news and more positive posts.

One of the researchers did step forward this week to offer the following explanation:

The research was conducted for a single week in 2012 and none of the data used was associated with a specific person’s Facebook account. We do research to improve our services and to make the content people see on Facebook relevant and engaging as possible. A big part of this is understanding how people respond to different types of content, whether it’s positive or negative in tone, news from friends, or information from pages they follow. We carefully consider what research we do and have a strong internal review process. There is no unnecessary collection of people’s data in connection with these research initiatives and all data is stored securely.”

In the relevant subject of customer service, and estimating that half of all consumers may have from time to time become engaged on Facebook, does it make us wonder if what we buy or how we feel about a company can be artificially manipulated? Facebook states they strive to answer the following:

• How do we make the product better?
• How do we better suit the needs of the people using this product?
• How do we show them more of what they want to see?
• How do we show them less of what they don’t want to see?

Although many people might be using Facebook to share status updates, messages, and photos, are we also being manipulated by businesses collecting our data and then using it to make us like something by skewing our reality? For instance, could Facebook, through an online “persuasion” campaign working with Abercrombie & Fitch, a clothing line that caters to the “thin and beautiful people” manipulate news feeds to mainly include all of the activities and clothes associated with being one of the “cool kids” in school; you know the cheerleaders, football players and size 2s and 4s? Include in those news feeds  safe driving and convertibles, Ivy League college photos, and everything associated with being attractive, doesn’t it make sense for us to hightail it to the nearest store as good looking people tend to hang out with other good looking people?  Possibly a message to the CEO Mike Jeffries, however is that statistics show that in the United States, 67% of the female purchasing power wears sizes 14 and above.

Beware online shoppers when using Facebook. Hopefully, the merchant contacted is ethical and uses social media to enhance his business the right way. Customers want fast service; that is they want businesses to pay attention, address their concerns, and take the time to understand the issues. Customers want businesses to own their mistakes and apologize while working with the unhappy consumer and making it right; even going farther by offering something to make up for all of the trouble.

The concept of customer service hasn’t really changed; the customer wants what they paid for, they want it to be a great product or service, and they want it when they want it. Customers don’t want to be manipulated into thinking anything else except what is best for them by their own rules.

Centralized call centers receive and transmit an enormous volume of telephone requests daily, with the purpose of collecting and handling information, ranging from product inquiries, questions about transactions, and customer service. Although emails and social media networks provide more outlets for complaints regarding a particular organization or service, statistics show calling is still the most popular method of communication when a customer or client has a problem.

Handling complaint calls successfully from customers, require customer service representatives to recognize the problem and respond to it in a satisfying and efficient manner. Although the theory of complaining is universal and understood by all of us since our own “pre-toddler” days, the different presentations of “unhappiness” with a product or service often manifests itself in different ways.

For instance, some customers call up and preface their conversation with words like, “I don’t like to complain,” or “I really like  (company name inserted here) but this happened (identified the problem in a cursory manner), and I wanted to bring your attention to it”. Whereas a customer service representative may not have picked up that the consumer is having an issue, it is therefore imperative that front line personnel are trained and taught to be able to recognize a complaint, respond to the problem, and thank the customer for bringing the company’s attention to the particular issue.

A glimpse of more statistics reveal 95% of customers will give an organization a second chance if the problem is resolved, and 70% of customers will continue their business relationship with a particular organization if the resolution is in their favor.

So who are the most successful customer service representatives and how is that achieved? These are the men and women who can think on their feet after, and only after, having been provided with the best education and training in the company’s culture, as well as with their products and services. When someone calls, the best representatives can assess through customer interaction whether the person is meek, aggressive, or just an ornery character trying to get something they truly don’t deserve and a person no one will ever make happy. Of course, in those situations, customer representatives still must maintain the ultimate in professionalism while making every attempt to be patient and objective.

Customer service representatives – either at  the front of the call center or in a specialized section of the company, need to be able to provide solutions and have the authority to do so. They are friendly, non-confrontational, and patient. Although not every customer is always right, their information shouldn’t be discounted, since they might be giving a company some insight into future problems and what should be avoided. An important aspect to efficient service is therefore the ability to manage customers and avoid unpleasant experiences. We lose customers when expectations and solutions don’t jive.

Good business sense dictates we recognize the complex problems, and give the customer the  opportunity to suggest how he would handle the problem. You never know; our customers often help us find new solutions and help to pave the way to success.

Customers aren’t always right, but outstanding customer service representatives who can say yes to correct service issues are more likely to garner support and help an organization recover from mistakes. No matter how hard we try, at some time or at some location, there is bound to be a service breakdown and that impact on how the experience is resolved can ultimately affect future business.

Some companies repeatedly fail at customer service, because of inconsistencies. Use the catchphrase “customer-focused culture” as often as looks good in training manuals or on websites, but unless the training and support is consistent, too often the product or service failures leave that negative customer perception and off that customer goes to the competition. Studies reflect that those customers who have had positive experiences with customer service resolutions are more apt to recommend a company to their friends, family, and coworkers than those consumers who have never had any issues. Maybe you’re shaking your head at that, but isn’t it always the “drama” we remember and therefore relate to others in conversations when we’re out to dinner or at a social event?

So how do those “WOW” companies create the best experiences when recovering from a product breakdown? In a recent experience, I purchased a pair of expensive evening shoes at the Nordstrom department store in Palm Beach Gardens. As the heels were much higher than I normally wear, it was a training experience one hour prior to the social event I was to attend, learning how to walk in them. Just as I was beginning to feel comfortable with them, the stiletto heel of one of the bejeweled shoes broke. As I fell, I sprained my ankle, and of course, I missed the opportunity to attend a prestigious, charitable evening event at Trump National Golf Club in Jupiter.

Two days later, with my ankle wrapped in a bandage, I went to Nordstrom to return the shoes. Not only did I get a refund, which was expected, but then the “WOW” part came. Besides the apologies, the company picked up my tab at the emergency medical facility for my injury, and gave me a full refund for the original price of the shoes although I purchased them on sale.

The recovery process is what separates the good service from the best service. It doesn’t end with a refund or an apology. The best resolutions are acted upon quickly, blame is graciously taken, customers are compensated fairly, and something extra is done for the customer’s inconvenience. Service representatives have the training and knowledge to use their discretion for each and every failure, and as the problem is resolved, just the “extra extra” attention is what sets it all apart.

Would I return and purchase new shoes at Nordstrom? Of course I will, and why not tell my friends about this experience?

And what did I take away from this experience? Even after a major blunder like this one, customer service “stepped in” with the apologies needed and showed an actual interest in my needs. The representative who helped me had already written to the Italian manufacturer informing them of the product failure; a problem very rarely encountered with the high end designer. A representative from the shoe company contacted me after the product had been returned, and have since sent a credit slip for another pair of shoes directly through their showroom.

It’s leaving you with the positive that keeps us coming back.

If you have ever tuned into the CBS show “Undercover Boss” where owners and corporate executives work undercover to examine their own companies, it is indeed an interesting concept that has aroused some significant awareness and changes in organizations. Of course, there’s always some interesting drama associated with the television production, but it’s that individual attention and demand for fair treatment and loyalty that sustains success and growth for all of us.

While it may not be necessary to don a disguise with a fake beard, hair dye, and bushy eyebrows, why not use the idea and do some anonymous shopping of your own to determine what customers want, what customers get, and how skillfully and competently customers are getting what they want? For instance, if it’s a big company and you’re rarely in “the trenches,” maybe it’s  time to go shopping? For a brick and mortar establishment, buy something, ask for help, and ask some difficult questions. Are employees knowledgeable about their products? With an Internet based business, order off of the website and check how efficient the ordering process is and how efficiently orders are handled. Ask a friend to order something; get an objective opinion.

So let’s assume the staff is well trained, industrious, customer service oriented, and all around great employees in the sales or service department, but what happens when a customer isn’t satisfied? Most employees deem it much easier to make the sale, or contribute to the desired service, but when there’s a problem, the solutions too often go awry.

Most customers begin the complaint route with the telephone. The job of keeping people calm after they’ve been on hold for what may seem like an extended amount of time can set the pace for impatience and short tempers. If I’ve had a pleasant experience buying a product and I was treated fairly, chances are I will remain loyal and pay more because it has made my life easier, but that’s rarely the end of the transaction. The real test of time comes somewhere down the road if the product breaks, fails, or the customer needs to reach out for extra service or assistance. Customers aren’t going to call you if everything is fine, but be aware the protocol for pleasing customers far more than they expect will exponentially lead to more referrals, more business, and faster growth.

Customer service, therefore is a department not to be decreased because sales are down. Look to the problems being reported and document each and every issue. Here is the time to identify problems, fix them, follow up, review and apologize. Here is an event that can show a customer that you care, and through careful monitoring by rectifying problems in a timely manner, show customers they really matter.

It’s a win, win situation which most likely will leave a smile on someone’s face.

Maybe your medical insurance didn’t pay for a service you thought should have been covered or that manufacturer’s guarantee should have included repairing the rip in the leather carrying case you overpaid for last year, but acting like a petulant brat on a preschool playground isn’t the way to handle the complex world of customer service representatives and real people in support positions. Companies are not inherently evil, nor are they always wrong. Our mothers told us when we were very young that we wouldn’t always get everything we wanted, and we must learn to be fair with everyone we deal with in life.

So carrying all of this along to adulthood, let’s assume there is something that compels a person to complain about a product or a service. Let the primary focus begin with becoming educated and a thoroughly informed consumer. In any dispute, there is always another side, so the better one knows “their enemy” perhaps the better to ask questions and come out with a reasonable solution. In the old days, customers didn’t have the advantage of the Internet to research issues. Possibly the organization has had issues with the precise complaint currently in dispute. Research how the company handled it; they may have visited this particular problem in the past. How was it resolved?

The cardinal rule is to never back oneself into a corner or act like an ass. Play the devil’s advocate and be prepared, however never lose one’s temper and make your bad day a bad day for everyone.

As an example, on Sunday evening, I was at JFK International Airport in New York at the Sky Lounge when an older woman called Amazon to complain about a package that obviously had not arrived in time for Christmas. There was a crowd of people sitting around since we were all weather delayed from getting home, so a few light cocktails, soft music, and comfortable chairs created a welcome respite over the blaring announcements, plastic chairs, and unruly children screaming around the other parts of the airport. That is, maybe we all spoke too soon, as the woman shouted obscenities, and slammed her expresso cup down upon the table actually flinging liquid onto someone’s James Patterson latest novel.

So may I now offer some age-old suggestions on how to act when one needs customer support?

• Do not assume everyone is having a bad day, and don’t take your bad day out on the customer representative. Maybe the representative’s child is gravely ill, or his dog just died.
• Do not exaggerate to the point when it is reasonable to assume you are lying. The absence of that new Kindle Fire didn’t ruin your daughter’s Christmas completely.
• Don’t lose your temper and raise your voice in public. Bad enough the customer support person has to listen to you being an ass; is it really necessary to bother 35 other people seeking a moment or two of peace in an airport lounge?
• Take a deep breath. Calm down. Not every customer service representative is trained in conflict management and getting angry is surely not going to solve the problem.
• Be reasonable, and ask the representative what they would suggest if placed in your position?

Be prepared to compromise; be prepared to act like an adult. And if you can’t …please carry on like an ass in the privacy of your own home.

It’s well recognized amongst all business owners that it cost more money to find new customers than to keep the customers we already have while trying to attract more clients to climb aboard our growing organizations. No matter how we try to dazzle, the golden rule of presenting the best product and doing it right, continues to successfully align our future for growth and success.

The ultimate satisfaction for customers is receiving the best product at a reasonable and competitive cost. We must strive to deliver all that we have promised on our websites, in our flyers, and on social media. To add to the best product or service we can supply, can we then deliver more? How do we step out of the box to help our customers realize the extra mile is what we are anxious to provide? Most of us have experienced customer service at its best and its worst. I treasure the shoe store where the salesperson knows me by name, knows what I like, and sends me a quick email when new merchandise comes into the store. And when I get a moment and arrive at the boutique, I am greeted with a big smile by my name and can always be assured the best is yet to come.

Now on the other side of the customer service grid lies the company only interested in viewing me as a dollar sign. “Look around, and if there’s anything we can help you with, just holler,” was the only interaction I received after having been in the store for 15 minutes. Those were the words the salesperson uttered as she looked up from the customer she was assisting seemingly annoyed; as if I was going to interfere with her lunch break.

Studies have shown that retail and restaurant customers will spend 40% more if the service provided is outstanding, so everyday we as business owners, should try to do better. Understanding their reality and adapting our programs, efforts, and products to enrich our customers lives show how we value each person.

Here are the Golden Rule suggestions of showing customers how much we value their business:

• Treat all customers equally. Of course, some customers may spend more than others, but the referrals are what help us to succeed and grow. One never knows who just might walk into your store one day or call upon you for your expert services.
• Value each customer and make everyone’s experience as efficient and as pleasant as possible.
• Appreciate people and show them your appreciation by being on time, listening, acknowledging them as they walk into your store even if you are with another client, be polite and smile, and be well informed.
• Have a process formulated to thank your customers; whether you send out personal thank-you notes, email appreciation letters, small gifts, or coupons for discounts on subsequent business.
• Use loyalty reward programs. Especially useful now during the holiday shopping season when customers are plentiful, plan something special for after the holidays when business slows. Take that time to work on customer retention.

Although it is human nature to cater to the top tier of our business customers, we must never forget that earning the trust and respect of everyone is what helps us to succeed.

Image courtesy of Andres Rodriguez

In a study titled “Amazon Can’t Do That” polling 1,500 consumers spanning the three generations of Millennial, Gen X, and Boomers research group, WD Partners concluded that shoppers still prefer feeling, walking around, and gathering with friends and families during the holiday shopping season. Whereas Amazon is no longer just a store for books, the grand giant now sells everything that can be sold or delivered, so how do local stores compete, and what needs to be done to gain customer loyalty even after the last ornaments have been neatly tucked away?

As convenient as it was to shop on Cyber Monday, the news media burst  with headlines displaying throngs of shoppers postponing their family turkey dinners to stand in line for incredible deals such as 50″ flat screen televisions for $199, kitchen appliances at hefty discounts, or the most popular toys being sold in record numbers at Toys R’Us on Black Friday. Mix that with movie stars such as Jessica Simpson, Justin Bieber, and others superimposed talking to Kris Kringle in the Macy’s Department Store advertisement, which for the first time ever, opened on Thanksgiving Day, there’s still some profound popularity for the brick and mortar experience to find good service, good sales, and the nostalgia of the Season.

Still stores can’t depend on that warm and toasty experience shoppers love as they purchase gifts for their families and friends. Stores need to give customers what they want and make the experience pleasant if they want to see these same people post holiday time. If the shoppers’ experiences wind up with poor customer service, it’s apt to show up quite quickly on social media, and that could end up in a long run to recovery. It’s about making the experience stand out; some bonuses the shopper may not experience if they chose the online shopping path can also help build loyalty. For instance:

• Offer free attractive gift wrapping and have numerous employees there to keep line waiting time to a minimum.
• Offer free shipping for more expensive and luxury items with insurance.
• Make customer assistance convenient and quick for shoppers. Use email, telephone calls, and live chats to help with service.
• Use loyalty cards and give one out to every customer during the holiday shopping season that can quickly add up and provide a benefit or discount after the season. Make it an attractive offer and build customer loyalty at the same time.
• Make sure to thank every customer, apologize for any oversight, correct the problems, and ask how you can be of any further assistance.
• Offer discounts for multiple purchases. Everyone likes “buy one get one free.

According to WD Partners, however the brick and mortar store should be ” a place of inspiration and ideas that leaves shoppers with a high or sense of euphoria. The in-store shopping experience must offer more than a warehouse does. Retailers who provide this type of shopping experience will be successful this holiday shopping season.

“The store should be a place of inspiration and ideas that leaves shoppers with a high or sense of euphoria,” Lee Paterson, executive vice president of creative services of WD Partners, said in the study. “The in-store shopping experience must offer more than a warehouse does. Retailers who provide this type of shopping experience will be successful this holiday shopping season.” – See more here.

In the world of social media, where consumers publicly speak out against poor customer service, it has been estimated that U.S. businesses can lose $60 billion in future sales of goods and services. A recent report from a cloud contact provider stated  85% of consumers retaliate against a company with bad customer service. “Customer rage”, as it is called, has caused 49% of consumers from doing business with a particular organization, and interestingly enough, the 18 through 34 year-old age groups are three times more likely to vent their frustrations out on social media.

For at least 70% of the purchasing population, the first line of complaint begins with a phone call. As so many  large organizations utilize call centers, customers get easily frustrated with the maze of number presses, the disconnects, rudeness from call center personnel, language barriers, and of course, the incompetent service representative.  That adds up to a lot of complaints when 43 billion calls a year are processed through these call centers.   The major companies which notoriously press a customer’s “rage button” include cable television providers, satellite providers, telephone products and services, electronics, retailers, banking institutions, and automobile manufacturers. Ironically these most often are big ticket items; thus involving more hard earned income and therefore more serious consumer consequences.

So what enrages customers the most and how can we improve our services? Oddly enough, out of the ten most popular solutions to improving customer service, six suggestions have no bearing on prices. The overwhelming top response from unhappy consumers centered around being treated poorly and the lack of respect. Although we may laugh at some of the popular “customer rage” videos popular on YouTube, the message to be conveyed is not to have to call back, explain the problem to someone else, and repeat the vicious cycle of ineptness until the proverbial cork pops out of the bottle.

It’s hard to find a company who actually admits blame, but unhappy customers want to hear a company acknowledge they are sorry, and then to make an offer to correct the lack of service or fix or replace the defective product.

“I’m not asking for a miracle, but I want the company to acknowledge my time is valuable, my business with them is important, and they will try their best to make it better for me,” explained Pamela Davis, a former AT&T Bell Labs executive assistant. “I’ll even settle for mediocre now before I change companies, but I want them to resolve my conflict.”

Customer service, despite all of the edginess of progress and innovative tools available to businesses,  still boils down to the importance of communication. “I’m sorry you are unhappy,” and “Thank you for your business,” aren’t  complex formulas, but it brings the humanity back from a very complicated world; and although it doesn’t cost a lot, it certainly encourages brand loyalty.