Service Untitled

If you need more convincing that it is truly the little things that can make a big difference in the way your customers feel, then you won’t want to stop reading. Admittedly, the survey done by Shopper Anonymous of London surveyed 116,000 shoppers in the United Kingdom, Australia, and New Zealand, but I’m betting that most shoppers either in the United States or abroad have similar opinions as to the quality of customer service and their respective appraisals of what they define as customer satisfaction.

Shopper Anonymous reports a 12 percent rise in customer satisfaction in a range of businesses whose staff wears name badges as opposed to companies with no name badges. The company has been following the trend for the last eight years.

So what makes name badges so wonderful? Customers like to be able to distinguish between other shoppers and employees. Haven’t we all asked someone if they worked at a particular store when we were searching for personnel to help us? Customers trust staff members wearing name badges; even more employees are easily recognizable. It gives employees accountability because we have a name, and that makes a sales agent a real person. In addition it creates a professional appearance, and one of an assumed authority; at least in an employee’s profession.

In real estate sales, buyers and sellers appreciate real estate agents wearing name badges. It is a state licensed profession; we have a responsibility to the public. Physicians wear name badges; I’m interested in knowing who put the cast on my broken wrist three weeks ago, and many other professions follow suit. It’s perfectly logical that we all want to know who we are dealing with in our professional lives; therefore why wouldn’t we want to know who we are dealing with when we purchase a new suit, a new washing machine, a computer, or even a pair of Gucci shoes?

In addition, an organization can reap the benefits of using name badges. The design of the badge can promote a company’s identity; it can boost one’s brand. Haven’t we all noticed we are naturally friendlier to those we can identify with a name? When I go to a restaurant, if a server is not wearing a name badge, I always ask for their name. It just helps me connect, and build a rapport so when I want that extra glass of wine, I don’t have to raise my hand for a server; I can actually ask Sean Pagliarro to help me. Publix employees all wear name badges, and when I get to the checkout counter, and Mary Boyle says hello, I can say hello to Mary. All in all, it’s a great way to give a tiny bit of personal attention to your customers, and even if just for a few minutes show us you’re human.

photo credit: minor9th

ForeSee, a market research consulting company which rates website satisfaction reports both Amazon.com and Netflix.com as the best online retailers for customer satisfaction. Both companies scored 86 out of 100 – any score over 80 considered to be excellent. This is the sixth year of the survey, and both companies have consistently done well.

What made Netflix so successful in the customer satisfaction category and how can we apply their success to our e-commerce future successes? Netflix didn’t start out with a great deal of content, but grew using more methods for customer accessing content by the Internet connected devices, game consoles, Blu-ray Disc players, and television sets. Netflix streaming videos were an instant success, and their marketing campaign have made their services and hardware extremely popular. What’s more is the company continues to expand and improve; an absolute necessity in today’s online market.

The home entertainment giant has been credited with having a great website. According to ForeSee, shoppers are 61 percent more likely to purchase online with customer satisfaction scores above 80. The criteria judged included brand loyalty, recommending the company to others, and how customers are treated online. Customers are concerned with content, quality, website functionality, and merchandise. Ironically price slashing wasn’t a big deal; customers were more interested in the website functionality. That would serve as an interesting element for smaller online organizations worried about competing with the huge companies who cut their prices more often (prices still need to be kept competitive however).

Website functionality success includes an easily accessible site with content and  user-friendly explanations. Customers are interested in blogs, and forums – good quality discussions and helpful solutions to commonly asked questions. Recent and relevant articles pertaining to the venue of the business, and customer service avenues readily available with immediate solutions, guarantees, and personal service add to their appeal. The website should be vibrant, and above all offer the customer the best shopping experience ever!

“In a recovering economy, a lot of us assume that declining satisfaction is a result of frustration with prices. Our research shows that is not always the case, and that it varies drastically from company to company,” states ForeSee Results CEO Larry Freed.

Care about how your customers are treated online, and it seems they will care about you.

photo credit: bizbuzzmedia

This year may be fading away swiftly, but a better, new one is on the horizon. So what does that mean? Well, it means that we all make plans for a successful new adventure into a promising new time, however the basic ingredients of success haven’t changed nor does it change with the drop of a brightly lit ball in Times Square at the stroke of midnight.

The four success factors are still the same as it has been for years; technology just gives it a boost, but customer satisfaction is dependent upon what customers want, how they get what they want, the service a business provides to give them what they want, and the partnership of the organization so that everything a customer wants – they get in a smooth and easy to deal with process.

Let us begin with what the customers want. Customers want product quality at the most competitive prices. They expect you to provide a wide array of choices, and make it attractive and convenient from which to choose. As an organization implements the sale with readily accessible product background information and innovative solutions to a customer’s questions, the customer feels they are important and more likely to remain loyal, however there is more to achieving that ultimate customer satisfaction than just delivering the best products, the best prices, and the best answers.

Now customer satisfaction demands the best service – not just the ease of checkout, or the customer service agent being available to address refunds, complaints, or make friends on Facebook, the customer wants to be sure you have their best interests in mind. Are you delivering the most effective level of service with the most innovative solutions?

To say the sales staff and customer service agents are the main characters in the play is not sufficient. The cast of an organization needs to include everyone including the business development people; those who maintain the working relationships between vendors and the organization. Executives who get out from behind their desks and help to further the goals, mission, vision, and value of a company make a profound impact on the entire organization.

To maximize  customer satisfaction for 2011, why not consider the following suggestions:

• Use surveys to analyze customer satisfaction of your organization. Check out web sentiment on social networks, and use the accumulated data to analyze how happy customers are with the total service experience your company provides.
• Publicize the results of your customer satisfaction surveys, however do not forget to also explain how your organization has listened to their valued customers and made changes according to customer suggestions.
• Recognize employees who have stepped out of the box to do something exceptional – either for the company or for the community. Show how proud a company is to have such revered employees, and let these employees shine as examples for others.
• Have a plan of action for the new year, and keep everyone apprised of what needs to be improved upon or changed in the coming year.
• Always keep track of the whole organization.

May the New Year bring everyone good health and a lot of satisfied customers!

photo credit: Debs (ò‿ó)♪

Paul Stockford, president of Saddletree Research, an organization that gauges industry change trends, notes that the changes of customer experience management will continue an upward movement in social channels. Interestingly enough, the social trends since 2008 have grown exponentially. In 2008, social media and customer service were not even on the radar; in 2009 it grew to 13%, and this year 40% of contact centers actively use social media in their customer service.

Stockford provided some suggestions that organizations should be aware of as to the ever-changing environment of social media and its profound influence. For instance, the power of the media can cause a singular customer experience to “go viral.” We all remember JetBlue’s Steven Slater from Flight 1052 from Pittsburgh to Kennedy Airport last August. After a heated exchange with a female passenger who stood up before the plane came to a complete halt, and began to pull her luggage from the overhead compartment and hit Slater in the head, a rather heated argument ensued. Slater told off the 100 passengers over the public address system, activated the emergency chute, jumped on the evacuation slide, and high-tailed it out of the airport. The debacle made headlines for days!

There is also a powerful link with companies and customers who actually listen to the suggestions and feedback of consumers. When consumers feel that the phrase, “We take your suggestions seriously,” is more than just an ego rub and feel their suggestions, complaints, and compliments have made a difference, it becomes a positive way to bring about customer loyalty.

Powerful brands help customers make educated choices. Even though established brands are still vulnerable to criticism and loss of revenue, their constantly increasing improvements set new parameters for customer confidence, trust, and convenience. Zappos brought “quirky” to our shopping experience, but their shopping experiences, quality of products, and customer service protocol with devoted employees and branding continues to set them apart.

Also, Stockford pointed out the relevance between the marketing departments of a company and customer service. Once upon a time marketing departments were considered profit centers, and their primary task was to only drive sales. In direct contrast, customer service departments were painted as cost centers – never the two to intertwine. Now, with so much information available over the internet, both about companies and the consumers who buy from them, there are many more methods of delivering positive customer experiences; thus the new connection of all departments urging each other to work together for the total positive experience of the customer.

Let’s face it; the younger generation is driving these changes. Everyone who wants to survive needs to pay attention and be ready to advance as technology demands.

photo credit: MoritzBarcelona

You’re most likely sending out emails, brochures, and promotions with greetings of the season, but what happens after the lights are removed and the tree is packed away? Are you still showing your customers that you appreciate their business all year round? You want to show sincere appreciation for customer patronage and want them to feel valued for making the choice of spending their hard-earned money at your organization.

Here are some suggestions to help convey your warm thoughts of appreciation:

- Be helpful. Share your wisdom and use Twitter or Facebook to enrich people’s lives. Generally as a business owner, you can figure out current trends; use these trends to educate people. Ask your readers as you send out regular emails, what kind of information they want to learn. For instance, if you run a landscaping business, send out updates about seasonal plantings, trends in gardening, herbs, etc. Don’t just promote your product, but give something valuable.
- Take care of your customers and attract new ones. Give or send out coupons with a significant savings to give people a well-appreciated discount. Think about buying some small branded useful gifts to give out as promotions; key chains, cups, coolers, umbrellas, etc. Be a “go to” provider for guides, reports, and information about your industry. If you sell windows and doors, be an informational resource for “green environments” and supply the latest information on tax credits.
- Customer Appreciation Day. Choose a theme to invite clients, customers, and their guests to your store for a special event. A local jewelry store can promote a new designer, and invite customers for wine, cheese, and an exclusive premier of a new jewelry line. A real estate business might present a seminar on mortgages, home inspections, or how to spruce up your home to realize the maximum profit. Promote these events via email, newsletters, or social media.
- Give back. Today our real estate company helped with our local television news station to raise money for the local Quantum House. It helps so many parents and their children. All businesses and organizations should help their community; donate your time, money, and resources to make this a better world we all live in together.

Do these simple tasks again and again; not just at holiday time. Make it a New Year’s Resolution to find out what is on a customer’s mind; listen to what they have to say, and respond and adapt to compliments and complaints. Customers remember, and isn’t that what we want them to do?

photo credit: Holidayextras

It used to be my father and brothers enjoyed Thanksgiving Day for the good food and football, while my mother and I cleaned up and prepared for the biggest shopping event of the year. We would get up at 5:00 AM, and we were ready to join in the wild bewilderment of Black Friday.

Now that I’m all grown up and technology has enriched my life with e-commerce, not only do I get to sleep past 5:00 AM and not have to wake up the dog to take him for a walk, I just gather my shopping list and turn on my computer whenever I feel the urge. The holiday campaigns have begun; sales all over television, billboards, and online social media. It can be more confusing than the mall, but it saves the frustration of parking, long lines, crowds, and lack of sleep, but with the added convenience comes more risk and responsible shopping. When you walk into a brick and mortar store, you’re relatively assured the business will be there the next day, while an online store could just be that “404 not found” click.

So as a seasoned shopper, I look to the companies I trust. Competitive sites are appearing everyday with some unbelievable deals, and these are the things I consider before I purchase online:

• When I begin my online search for holiday gifts, I am most attracted to professional looking sites that load quickly with pleasing visual graphics, correct spelling, and grammar. If a company can’t figure out the difference between “affect” and “effect” or “wrote” and “written,” it doesn’t inspire my confidence.
• I want the contact information of a shopping site to be in plain view, and I look for their phone numbers and email contacts.
• When a site wants my personal information as in my email address, my full name, my address, and my phone number, I want to feel confident that they do not sell, rent, or trade my information to any third parties.
• I want information about the business. Who doesn’t feel they don’t know Tony Hsieh of Zappos? He’s a real person, and that brings credibility. We’re inspired by his success, and we’re impressed with his humility; all essential elements to the huge success of his online business.
• Be honest about all fees and time lines. Many of us shop at the last-minute, so customers want to be sure of time lines for delivery. Before even proceeding to checkout, all fees should be listed. There is nothing worse than being presented with hidden fees at checkout.
• Prominently display warranties and return policies. Make it clear how to return damaged items and what to expect if a product doesn’t work correctly. Headsets.com provides a return policy with no excuse ever necessary.
• Have a prominent display of good business practice awards. Provide links with social media so customers can feel they are part of the community and have confidence in the store.

Even though people like to shop online for the convenience, shoppers still want that personal connection as online businesses strive for their corner of the market.

photo credit: SoWa Sundays

How effective are product reviews? More than 80% of  retailers according to Customer Product Reviews: The New Generation, prominently feature product reviews on e-Commerce or e-Business websites. The best reviews come from people who have similar interests and similar lifestyles; not necessarily just from family or friends. It aids in business performance, feedback, and customer loyalty.

Channel Advisor which automates day-to-day tasks of online retailers so they may more strategically sell across multiple markets, state that nearly all searches are influenced by customer product reviews. Who among us doesn’t check out a product before we purchase it? Statistically Channel Advisor states:

• 46% of shoppers  are influenced to buy products by checking customer product reviews.
• 43% of shoppers are deterred from buying products by checking customer product reviews.
• 3% of shoppers are unaffected.

Positive reviews, testimonials, and catalogs often feature “top rated product pages” to boost sales. So what should be done about negative reviews? Chances are there’s always going to be someone or some product that is going to go awry. The best solution is to let the negative reviews teach a company valuable lessons. Is there something wrong with the product? How many people are complaining, and are you as a business owner reading the complaints? Some businesses might hurry and delete the complaints, but if a business watches the bad reviews, contacts the vendor, and demands a new shipment with the flaws corrected, people are impressed. Companies need to pay attention and reach customers at the right time; when the action is happening and not weeks or months down the line.

So how do you get people to post reviews? Here are some suggestions that can encourage people to share their positive feelings about a product:

• Offer customers an incentive if they post a review. You can offer a coupon or a discount towards their next purchase.
• When a customer is checking out, ask them to write a product review and share their thoughts.
• Follow up with your customers after the purchase, and ask them to give you some feedback about the product.
• Have a newsletter, and encourage customers to write an article about their purchase and offer to print the five best ones in the next issue.

Keep your customers clapping; it’s a positive way to build brand loyalty. Just make sure that customers get what they pay for, and work hard to win your customers’ confidence.

photo credit: EverJean

Businesses work social media to help make them successful, but it is wise not to just rush in and set up Facebook and Twitter accounts without having a viable plan. While good reviews about a company’s product or services may build brand loyalty, a problem with a product or service can quickly escalate and get out of control. Social media is vulnerable to circumstances, content, and interpretation. An angry person can cause havoc. So how should a business prepare for Facebook or Twitter?

A business never wants to get into any kind of social media over a crisis. Those need to be monitored all the time because they get emotional very quickly. That’s where policy procedures come into play. If you’re going to join in, the conversations have to be constantly monitored. In the event of a complex crisis, a customer service representative has to intervene and address the problem privately and quickly. Before Twitter, when a consumer purchased a new product and it failed miserably, the customer would call customer service or return the product, but now Twitter and Facebook afford the opportunities for an angry customer using 140 characters to cause bad feelings and bad business reviews. People want informative and consistent responses; be prepared to have knowledgeable personnel monitoring the situation.

A good way to break into a more controlled social media environment is using moderated chat groups. Customers can comment on products and services, but a moderator approves or disapproves messages. This provides another chance for a company that is properly prepared to intervene early as soon as a problem is recognized.

Some businesses are reluctant to even step foot into the social part of the internet citing confidentiality and lack of productivity from employees as excuses. Chalk that up as reverting back to the cave days of technology when employees were denied access to computers at their desks or even the use of cell phones at work. Even if a company doesn’t have any social media accounts, what is to stop an irate customer in Waterville, Maine posting on Facebook about terrible service in a bed and breakfast establishment they had just stayed at while on their trip to Florida? The bottom line is that while Facebook has created many opportunities, it has also created obligations.

The desire to stay connected continues to expand. Smartphones connect us to everyone; not just the people in our workforce, and the promise of new technology is ever-expanding.

photo credit: Robert Scoble