That moment in time when something has gone horribly wrong a customer is an ideal opportunity to not only repair but strengthen your relationship with your customer. The key however to winning a "moment of truth" is to ensure that your people recognize and immediately react. My recent experience at a local bicycle shop underscores how critical it is for your business to win those "moments of truth" every time.
We all intuitively know that one of the keys to success or at least one of the the cures for mediocrity is going that extra little distance that makes all of the difference in the eyes of our customers or audiences. Why then do so many professionals struggle to live by this simple but powerful approach?
The issue is customer service and specifically, the increasing number of businesses that I am running into that offer no or extremely hard-to-find contact with a human for support or account questions.
Apologies are everywhere these days. I wrote a post on leaders and apologies last week, and this week, Letterman is in the news apologizing to Sarah Palin for a joke that went awry. Yesterday, as I prepared to get even with my evil Telco provider by dropping them like a bad habit, I ran square into an onslaught of apologies followed by a brazen sales pitch. What follows is my own recollection of events during this phone call.
One of my favorite, provocative business thinkers, Gary Hamel, says what we’ve all been thinking about in his Wall Street Journal blog post, “Too Many Industries Suffering from Detroititis.” Hamel appropriately skewers the U.S. Airlines as suffering from this malady of poor customer service and short-term thinking, all propped up by the government's artificial protectionist policies. I offer a few of my own thoughts on the "delightful" experience of flying U.S. carriers and what you can do in your organization to avoid the dreaded new disease, "Detroititis."
The Apple iPhone is a great device and our local AT&T Store service is fine. Too bad that AT&T forget to go the last yard for the customer. There are powerful marketing lessons to be learned by observing how a company executes for customers around a category and competition-killing product.
While I am fascinated (morbidly so) at the number of people that make their living through customer contact that don’t understand how to contact customers, I am mortified at the sloppy leadership practices and sloppy leaders that allow poor customer service to rule the day. My armchair diagnosis is that these leaders suffer from an unhealthy mix of arrogance, apathy and ignorance. They either don’t give a damn or don’t know. Both are inexcusable.
You don't have to look hard to learn about the impact of rising fuel costs, including layoffs, plant closings, cutbacks, service reductions, fare hikes and new user fees. These headlines and many more just like them blare from the tv and radio or jump out at us from the front pages of our morning newspapers. However, what really amazes me is how hard you have to work to find examples of companies and leaders that received and read the memo on surviving, improving and even prospering during periods of economic difficulty.
Bob is leaving behind the business that he helped start and grow and save and grow and sell and sell again, and no one in BIGCO cares. Frankly, no one in the upper ranks even knows that he exists. The dirty little secret: he's just another faceless number on a spreadsheet and his departure will improve the expense to revenue ratio, and solve an annoying compensation problem in this now remote outpost of BIGCO. Bob is in the prime of his career, an expert and one of the last shreds of the soul of a great business. Bob is relieved to be moving on, but to BIGCO, it's not even noticeable. Good for Bob. There's more.
When was the last time that you had one of those "Wow" experiences as a customer, where you walked away "surprised and delighted" about how you were treated? Travel a lot? It probably doesn't happen for you with the major air carriers. Most of my customer experiences with the airlines leave me shocked and disgusted. I'm convinced that the airlines study Customer Service Secrets of Attilla the Hun. Shop in Big Box retail stores? Similar story...perhaps without the edge of nastiness that the airlines (or cell phone or cable) companies have mastered. All of this changed for me recently, as I found myself on the receiving end of two different transactions that left me absolutely surprised and delighted. And no, they didn't take place with an airline, cell-phone, cable or big box company. They were two retail establishments that clearly didn't get the memo that you have to be nasty to your customers to succeed in this world. What is it about leaders that tolerate miserable customer service from their employees?
