Case of the public employee

It is well-known that the Northeast is being inundated with snow this winter.  One day, when recycling was scheduled, we had an overnight snow storm.  The snow was over, the roads were clear, and our recycling was at the curb by 9 am.  There had been a phone call from the town telling us of the snow removal efforts but no mention was made of canceling the recycling pick up.  At 3:30, all the paper on our block was still left on the curb.

A phone call to the recycling office found out that recycling had indeed been canceled and the recycling center was closed for the day.  Being annoyed that we had not been told, we called the DPW Superintendent.  The reason that we were given for not picking up the recycling was, "We had other things to do."  His basic message of "too bad" was delivered gruffly and abruptly.  There was no attempt to solve the problem or even show empathy.  The next phone call we made was to his boss who promised that the DPW Superintendent would be "dealt with."  From the tone of the conversation, we guessed that wouldn't be a good conversation for the Superintendent.

What would have made this better?

1) Admitting mistakes.  The Superintendent should've admitted the oversight in not letting us know that recycling was canceled when the snow removal phone call was made.  It was an error that the boro manager's admitted to and apologized for.

2) Show empathy.  The Superintendent should've listened and empathized.  Certainly saying that he had "better things to do" was not showing any concern for the inconvenience.  In fact, it showed that he could care less what the results of his decisions were.

3) Attempt a solution.  The fact of the matter is that a recycling truck passed the house less than 5 minutes before the phone call to the Superintendent.  Obviously, the department was on the road and it would have been no trouble to have them stop and pick up one can of paper to be recycled.

Case of the user-friendly hotel

Many hotels are offering lower rates for pre-paid, internet booked reservations.  We used one and booked for a vacation weekend in Atlanta.  Due to a variety of reasons, we found ourselves unable to get down on the original flight on Friday night.  After changing our flight at the airport, we made the call to the hotel.  The woman at the hotel was calm and professional, a refreshing change after a harried attempt to catch our flight.  When we explained that we weren't coming in on Friday night, she looked up the reservation and apologized that since it was a pre-paid rate, there was no possibility for a refund, but....

That but represents the difference between good customer service and normal customer service.  The woman at the hotel told us that we would not be able to receive a refund, but she would check us into a room as we were on the phone so that no matter what time we arrived, we wouldn't have to waste any time at the front desk.  All we would have to do is stop by and pick up our keys and head up to our room.  This alleviated any stress about losing the room or having to deal with another hassle, our room and our beds were waiting for us.

This is an example of great customer service.  The hotel already was paid for the room so they weren't losing any money by checking us in, but it gave us peace of mind.  It didn't save us a great deal of time, but it was one less hassle in a stressful day and the woman recognized that and helped us out.  Everyone involved won here.  We were made to feel valued and as a result, we stay in the same hotel every time we travel to Atlanta.  This is a fine example of an associate paying attention to the customer and finding out how to fill a need whether it was real or perceived.

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Answering the phone

When a customer calls a business, it creates an impression.  Many times it's a first impression, and in some cases, could be the last.  For this reason, it is very important that businesses create an effective way to handle customer call-ins.  Very large companies have started using the automated attendants that follow a path (push this, push that) called an algorithm which directs a caller to the person most able to help them with their question or issue.

A small or mid-sized business usually can't afford such a system, but they can develop algorithms for their callers.  In order to do this, they must determine the usual questions or issues that prompt phone calls.  Then they match the people who are most likely to deal with these issues.  Lastly, they develop a script for the operator or person most likely to answer the phone.  This script will help the operator direct the call to the right person the first time.  It will also guarantee that the phone is answered professionally and the same way each time.  It is one way a company can distinguish itself as "a cut above".

Case of the flannel shirt

A friend of mine has always worked as a computer consultant.  He' used to be self-employed and now he's in management at a major brokerage house.  Software development has been his passion ever since he discovered computing and he's been very good at it which makes him in high demand.  All this is background to emphasize that he has always had the financial means to do whatever suits him.  He also prefers to wear flannel shirts and jeans on Saturdays while he's around the house.

One weekend we went to a higher end electronic store because he wanted to purchase a stereo system.  We walked in, him with enough money in his pocket to assemble any system in the store, and started to look around.  After 15 minutes in a store that was empty save for 3 salesmen, he decided that since no one was interested enough to greet him, that this store didn't need his business.  We left and purchased an expensive sound system somewhere else.  (In addition, when he later custom built his multi-million dollar house, the first store was not considered for the electronics in the new house).  While we were driving to the next store, we agreed that the salesmen in the first store had judged him to not be worth their time due to his attire.  He obviously wouldn't have the means to purchase anything from them.  They all lost a significant sale and some return business.

What they could have done better:

1) Never assume your customer's ability (or desire) to pay based on their current attire or appearance.  In retail, you really cannot afford to judge a book by it's cover.  Not only could that jeopardize your current sale, it may potentially ruin any future business.

2) Always treat every customer with respect and as a potential new client.  Even if they aren't, they have friends and co-workers who may be.  If they are treated well, all those people will hear about it and if they are "shunned" everyone in their world will hear about it.

3) A friendly, courteous greeting and helpful service should be given to everyone.

Case of the helpful Credit Card Company

Many times trying to deal with a credit card company is like trying to pull teeth. In order to get satisfaction, you're made to jump through hoop after hoop. Today, we found an error on our bill. We purchased something on a promotional plan that allowed us to defer interest, but our bill showed over $30 in interest charged last month. A quick e-mail to the company, who replied in minutes; some exchange of information to clarify the purchase; and problem solved. We gained $30 in interest credited back to our account and they gained a life-time customer.

Good customer service is about handling a problem quickly and efficiently. It is about admitting mistakes and correcting them without a hassle. While the company could have used $30 because what company can't, they wisely chose to correct the problem at the cost of $30 but at a gain of a customer who will continue to shop with them for a long time. Sometimes you have to take the long view. Is being "right" in this instance worth the cost of a customer's future purchases?

Where to start

Customer service is determined by the very first point of contact (or lack thereof).  Every time a customer walks in, calls, e-mails, or somehow comes in contact with your business, customer service begins.  That is why it is critical that every business develop a protocol on how to deal with EVERY contact from a customer or potential customer.  For example, the Greater New Jersey Conference of the United Methodist Church provides a "contact us" link on their website for a parishioner to contact the bishop.  I sent a message, using this link, last July and have not yet received any acknowledgment.  What do you think that does to my opinion of the Bishop of local United Methodist Church?

An organization that is truly interested in providing good customer service makes sure that every contact is acknowledged immediately.  The phone does not ring more than 4 times without being interested, a customer walking in the store is greeted with a hello immediately, someone e-mailing your business could even receive an automated response acknowledging receipt of the e-mail and promising a reply in 24-48 hours.  All of this let's your customer know that their business is important and you want to keep it.  Anything less is an opportunity to let your customer go to another business that appreciates them more.

What is customer service?

You hear of companies crowing about their "excellent" or "superior" customer service.  If you are to believe all the press, every store and service provider in the country satisfies all customer needs every time.  Those of us who live in the real world know different.  So the question becomes, what is good customer service?  What is the golden ring that all these companies are striving for?

When customer service is effective, it makes the customer feel valued and important.  It's what makes a customer drive past competitors to use their "favorite" gas station, restaurant, car wash, men's store, etc.  The customers that are most valuable to a retailer are those who respond to customer service.  Customers gained through pricing policies show no loyalty and will move on to the next retailer who offers a "better deal", however, those that appreciate quality customer service will stay despite a cheaper price offered by the store next door.   They are the ones that smart companies work to get and keep.  Customer service is what enables them to do so.

The key is identify what good customer service is.  Mainly it's positive attitude and a genuine willingness to help.  It's in the details.  It's what makes a great company.