customer experience | Customer Service Solutions, Inc. - Page 56

“Those who don’t learn from history are doomed to repeat it.”

Many people have said variations of this – from George Santayana to Lemony Snicket – and I’m saying it today because it reminds me of a question I was asked recently.

A French financial services firm interviewed me about customer service and client retention for their internal publication. One of the questions addressed the many seemingly excellent customer service strategies and initiatives that don’t work. Essentially, why do they fail?

Here are four key reasons I provided:

• Leadership Doesn’t Really Buy-In – Although leaders may talk about the importance of customer service and the client experience, they make decisions based on the product, they create incentives focused on new sales only, they sign-off on strategies that focus purely on reducing cost per unit. They talk the customer service talk, but their structures and incentives don’t align with service and retention goals. Here’s an example if you haven’t heard the recent Comcast customer retention call?
• The Company Doesn’t Dedicate Resources – While an organization may care about the customer, if there’s no designated individual, division, strategy, or budget that focuses on service and retention, it won’t work. Sustaining an organization-wide effort is impossible if the initiative is 5% of the jobs of many without ever being the totality of the job of at least a few people in the organization.
• The CX Definition is Limited – A small business owner laughed at me once when I brought up the concept of Internal Customers. He didn’t believe that employees should view and treat each other as customers. He didn’t believe that the customer experience (CX) applied to anyone within the corporate walls. He thought culture was irrelevant in driving a great service experience and retention. Zappos would disagree.
• Tactic Supersedes Strategic – Too many companies conduct a survey, change a computer system, start a call center, send out memos telling staff to answer calls in 3 rings, and then expect their customer service scores and retention rates to jump off the charts. For organizations to be great at customer service, they need to view their organization as a system – where all the people, processes, programs, and technology interrelate and work for the good of the customer and company. Have a strategy for sustained service excellence and growth; tactics should then flow from that strategic view.

 
Align Around the Customer, Dedicate Resources, Look Within, and Think Strategically.

Ensure your organization doesn’t repeat the failures of business history.

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Going to Otto’s Home Improvement to get an opinion on a tomato – it shouldn’t be an aggravating experience. But for Lance, it resulted in a nail-on-the-chalkboard (do they still have chalkboards?) feeling.

Lance’s wife was growing tomatoes on the back deck, and several tomatoes were growing quickly. Good news, right? Well there was a problem – the tomatoes were still green on top but becoming black underneath and starting to shrivel up.

Luckily Lance had a “go to” lady in the garden center at Otto’s, so he drove to the store seeking advice. He walked up to 4 staff chatting with each other at the garden center entrance and asked for the “go to” lady, but she was off that day.

So Lance showed a tomato to others and asked for advice. He was greeted by blank stares and no response for about 15 seconds. Then one employee walked up, took the tomato, looked closely, said “that’s a fungus,” and started walking.

Lance took off after the employee, and they walked into the store toward the outdoor chemicals. The employee stopped in front of the plant chemicals, started staring, and didn’t say a word. After about a minute of quiet staring, Lance asked “what are you looking for?”

“A green bottle,” was the reply.

“What is it?”

“I’m not sure, but it works.”

“What brand?

“I don’t know.” There was a long pause, and then the employee said “it’s not there; sorry.” He walked off.

Lance was able to grab the tomato before the employee walked away and then went home to his wife. The next day Lance’s wife took the tomato to another garden center, and the issue was a lack of calcium. The store sold her a spray to add calcium, and the tomatoes grew perfectly thereafter.

In the world of serving others, none of us are omniscient. We don’t know all, and that’s okay. In those times when we don’t know the answer, it’s okay to say “I don’t know,” but follow that up with “I’ll find out.” Take initiative on behalf of the customer, but don’t let that initiative lead you down a path of time wasted and misinformation. Admit the knowledge gap, and quickly move to get the answer.

It’s okay to say you don’t know anything about tomatoes.

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