Recently I came across two vastly different examples of customer service I thought I’d share so that we might compare and contrast the customer experience.
Example 1: The Condo Rental
On the spur of the moment, I decided my family needed a weekend getaway to the beach. I started searching online for any available accommodations that would meet our needs (yes, I was categorizing ocean-front as a “need” in this case. No judgement, it was a need to me!) I was lucky enough to find the perfect property, that was managed by a vacation company I will not name. I went to book the condo online; however the process wasn’t working properly. I called the telephone number and spoke with a lady who was very nice, but not very forthcoming with information. She informed me the website had outdated information, and that the particular condo I found was booked for the weekend. And then there was silence. So I asked “do you manage other units in the building that might be available?” She said “yes.” More silence. “Do you think we could check to see if any of them might be available?” I pushed. “Um, ok sure,” she responded. I’ll spare you the rest, but the conversation continued on in that way until I practically begged her to take my reservation. I would like to share that the unit we reserved turned out to be just what I “needed,” ocean front and all.
Example 2: Right House, Wrong Package
I ordered a Keurig drawer and two ballerina jewelry boxes online at JC Penney, along with some bench cushions. A week or so later, three boxes arrived on my porch. Two of the boxes contained the bench cushions, as I expected. When I opened the third box, I was surprised to see a Keurig drawer that appeared to have been re-taped and two battered shoe boxes with rubber bands around each box. When I called customer service to report the mix-up, a nice lady named Autumn apologized for the inconvenience and immediately keyed a new order for replacement items to be shipped. I asked if I could return the items that did not belong to me to my nearest JC Penney by the end of the week, and she said that would be fine.
Customers do not expect flawless execution by corporations with every transaction. It would be nice, but most of us consumers are reasonable enough to know that just isn’t possible. What we find, though, is that when proper attention is paid and the company moves quickly to rectify the situation with little or no effort from the customer, customer satisfaction can be saved. I would argue that when there is a mix-up, and it is fixed right away with a little apology and a human touch, that can create more customer loyalty than might have existed without the flub in the first place. Now, JC Penney and I haven’t always had the best relationship, but past few times I’ve needed them, their customer service reps have been able to quickly solve my problems. With me, that goes a long way.
So, as usual, let’s consider our own organizations. Is there room for improvement in your company when customers report issues? Do you offer assistance on Twitter, but then require the customer to always call customer support to get assistance? Are you asking for customer information when you really don’t need it? See if a policy change could create some customer loyalty for you.