A longer post than usual this week, but one that will make you smile, if not laugh out loud!
It describes one recent personal example of disinterested client support, from which I have drawn seven learnings for everyone wanting to deliver true customer service.
I can’t understand why any organisation would still have trouble offering superior customer service when there are so many great examples they merely have to copy. (JetBlue, Sainsbury’s, Amazon, Zappos) In fact, Mark Earls wrote a great book on exactly this topic, called “Copy, Copy, Copy” which is highly recommended.
My story this week is just one example of how some companies still struggle to accept that the customer is right, even when they’re wrong! Not that in this case I was wrong (at least I don’t think so, but I’ll let you be the judge of that).
However, they certainly gave me the impression that they believed I might have been trying to cheat them in the information I provided in my emails. They were never satisfied with what I sent, even when it was what THEY had specifically requested!
Perhaps they were just dragging out the process in the hope of not having to “pay up”. You can see for yourself below, or just jump to the seven learnings at the end of the post, so that you can avoid making the same mistakes yourself.
Many years ago I bought a TomTom guidance system to help me navigate the streets of American cities. Although I love to drive and feel just as much at home on a ten-lane LA highway as the two-lane Swiss autoroute system, I decided it was time to stop making so many impromptu visits to unplanned US destinations!
A few years on, I thought that it could also help me in Europe, even Switzerland, when trying to locate a new client or contact. (My car is almost fifteen years old and isn’t equipped with a GPS) I, therefore, added Europe to my online account, since my unit couldn’t keep both in memory at the same time!
Last May I replaced the European maps by my Amercian ones as I was visiting Florida that month. When I tried to reinstall the European maps in September, they had somehow disappeared from my account. I contacted TomTom customer service to ask how I could get my maps back and this is how our conversation went over the pursuing three months – with their worst English mistakes removed or corrected for better comprehension, but their own font bolding left in:
THE EXCHANGE WITH TOMTOM:
Me: “Hi there, I contacted you in May about changing from European to US maps. I now want to change back and the maps are no longer on my account! Help please!!!”
TomTom: “Dear Denyse, … As per your account details (…), I am sorry to inform you that, I could not see any map of Europe being active on the account in the past. Hence, I am unable to see any European map details. Hence, if the map had come pre-installed with the device, I request you to please provide me the picture of the box (front face of the box) so that I can activate it on your account. If you had purchased the map of Europe, then please provide me the scanned copy of the purchase receipt of the map so that I can activate it…” (We already exchanged a few months previously and anyway didn’t they READ my email?!)
Me: “Here attached please find the invoice concerning my purchase.”
TomTom: “Denyse, many apologies, but it seems the purchase invoice is not attached in the correct format since I am unable to open it. Hence, I request you to please send me the scanned copy of purchase receipt in PDF format so that I will be able to view it and help you accordingly.” (They can’t open an email with an image?! OK well it’s true it wasn’t in pdf format!!!)
Me: “Apologies for my delay in responding but I have been busy with trips – without my TomTom! As requested, I attach a PDF of the invoice.”
TomTom: “Denyse, I would require the purchase receipt of the map of Europe that must have been provided to you after you purchased it. If you are unable to find the receipt of the map, please provide me the picture of the box (front face of the box) to check the device details.”
Me: “Please find enclosed the invoice for the Europe maps that have disappeared from my account after replacing them with the US ones for a trip…”
TomTom: “Denyse, we are unable to find the invoice of the map on the attached documents. I would request you to take a screen shot of the entire invoice or the part which has the order number and the date of purchase and the details of purchase.” (They can’t read the email THEY sent to me and now want a screen shot!)
Me: “This is already what I attached to my previous email. Here it is again.”
TomTom: “Denyse, the attachment that you are sending us is the screen shot of the email that you have received from TomTom. I would request you to send us the invoice which is sent as an attachment in PDF format with the email. Kindly download the invoice on your computer and while replying to this email, please attach the PDF file on your reply.” (Isn’t a screen shot what they asked for?!!)
Me: “Is TomTom just trying to irritate a long-standing customer? I have replied to each email with the requested information and each time you come back asking for a different format. You have the order number, the date, the item and the relevant item code of the maps I purchased directly from you online; what difference does the format of the document have? This is how the attachment appears on a Mac, which obviously you are not aware of, so I resend you the attachment as a pdf.”
This last exchange seemed to wake them up! Finally, they accepted that they had all the information they needed to confirm that I had indeed purchased the European maps, so they could once again reactivate them!
It took three months to get what I had requested, which could easily have been shortened to about three minutes if their customer services had had access to our previous email exchange – I am here assuming that they didn’t, because otherwise I would be extremely “disappointed”.
THE SEVEN LEARNINGS:
This is a great case study, as it shows numerous errors that so many organisations are still making in terms of customer care. These are the takeaways that you might want to consider in order to avoid similar long drawn-out – and resource-wasting – exchanges with your own customers.
- The customer is right and has a valid request. (>>Tweet this<<) This should always be assumed until such time as it is proven otherwise. After all, this is the premise of the legal systems in many countries and for good reason. However, an interesting article in the Huffington Post last year questioned this well-known customer service quote, first coined in 1909 by Harry Gordon Selfridge, the founder of Selfridge’s department store in London. In today’s fast-paced world, I believe that a customer’s satisfaction should always come first; comment below if you disagree.
- Respond as quickly as possible; time is of the essence in helping the customer to perceive the incident as positively as possible, especially after a negative experience with a product or service. According to Forrester Customers want companies to value their time. (>>Tweet this<<) 71% of consumers say that valuing their time is the most important thing a company can do to provide them with good service.
- Take action just as soon as you have the minimum information that will enable you to do this. According to the Mobius Poll 2002, 84% of customers are frustrated when a representative does not have immediate access to their account information. If you need further details to complete your files, they can be gathered from your happy and satisfied customer once a solution has been found. They will also be in a better frame of mind to answer any other questions you might want to ask.
- It is important to ensure that your care center personnel speak and write the language of the customer as fluently as possible. In the above case, it is clear that the responses are from an offshore country using standard scripts. This does not make the customer feel important let alone cared for and in my case, frustrated that I was not being listened to or understood.
- Give your customer services personnel authority to respond appropriately to most requests, without the need for escalation or verification with managers. (>>Tweet this<<) Working to “standard” procedures for every case, often delays the customer getting full satisfaction as quickly as possible.
- Even when the issue is resolved, the customer can still be left with a negative feeling about the whole experience, especially if it has taken considerable time and effort on their side. And remember that it is likely that they will share their negative experiences with far more people than they would have done, had the incident been dealt with in a speedier fashion. (See James Digby‘s original post and the updated statistics on customer satisfaction on Bouty.net)
- Aim to surprise and delight not just satisfy your customers. (>>Tweet this<<) Although your customers may be looking for the resolution of a problem when they first reach out to you, there is an opportunity for you to surprise and delight them with much more. If they complain about a damaged product, don’t just replace it, provide a complementary sample of another product or a discount coupon for them to purchase it. If they are unhappy with your service, offer an immediate discount and not just a rebate on future services. The latter can be perceived by the customer as their being pressurised into a further purchase, something they are unlikely to be ready to do at the time of the exchange. According to McKinsey’s “The moment of truth in customer service” 70% of buying experiences are based on how the customer feels they are being treated. Make them feel great!
So these are the seven learnings that I took away from this incident. Basic? Yes sure, but instead of just saying to yourself “I know this” ask yourself “Do we do this – always?”. It is surprising how many of the basic elements we forget to check as we advance in experience, and years!
If you have other examples of frustratingly poor but easily resolved customer service mistakes then please share them below. We all need a laugh from time to time, and learnings from others are so useful in helping us avoid making the same mistakes ourselves.
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This post includes concepts and images from Denyse’s book Winning Customer Centricity.
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