Online? Offline? Same Old Issue

According to a recent survey, poor online customer service will drive 94% of consumers to stop using the retailer’s web site or prompt them to seek out a competitor. More than 90% of UK Internet users said customer service is important when making purchases online. The survey delves into online shoppers’ frustrations with call centres, slow responses and hard-to-find contact information.

There are some good, if obvious, points here, but the issues are the same whether it’s online, or offline.

The best businesses are ‘easy to buy from’ and ‘demonstrate’ they care about customers in dealing with them and their problems by their actions.

I feel two of the biggest differences between online and off line are:

a) it’s generally easier to switch suppliers and find alternatives online – ‘at the touch of a button’ and all that.

b) the power of ‘word of mouse’ over ‘word of mouth’ – good and bad news spreads quicker and easier, so problems get talked about more – check out United Airlines for ‘proof’!

In other words, I believe that customer service is as important as ever, but a key issues is that the impact of getting it wrong can be far greater and costly.

It’s the same old issue – how easy are you to buy from? I often rant about ‘standing in your own queues’ to find out what you’re like to do business with. As well as doing that, I say ‘browse your own site’ too.

An ‘F’ing Great Presentation

If you’re not sure how Social Media can, and probably is, affecting your business, have a look at this great presentation – Don’t worry, it’s not rude:

 3 Key questions:

- what does this mean for your business?

- What are you doing to maximise opportunities?

- What are you doing to minimise threats?

Curry’s Are Hot!

You may have heard me tell the story of the young lad who tried to serve me in a high street electrical retailer a few years ago when I was looking at DVD recorders.

Confused by the wide range of products on offer, pointing to two different, but similarly looking models, I said “That one’s six hundred and fifty quid, and that one’s only one hundred quid. What’s the difference between the two ?”  In a flash, he replied “Er… about five hundred and fifty quid” !  He’s what we call the Sales Prevention Officer – not necessarily his fault, but there you go.

As a result, I often walk into similar stores with trepidation and to be honest did so in Currys at the Metro Centre in Tyneside. I was interested in a new TV, but needed a lesson on the latest technologies and models before I made my purchase. The guy who looked after me, Dave, was outstanding – interested in me, knowledgeable, patient, and not ‘pushy’. He ‘educated’ and genuinely helped me decide on what to buy- a real ‘Sales Creation Officer’.

I’ve now made a habit of going out to my way to formally ‘praise’ outstanding members of staff, often on the company’s official websites (unfortunately, I often find myself following the ‘customer complaints’ procedure to do so – maybe they don’t expect ‘praises’!). The responses haven’t always matched the initial ‘experience – see X Wires!

Anyway, after emailing Curry’s with my comments their response was quick, pleasant and ‘personal’:

Dear Mr Hanselman,Thank you for your email dated 27th July 2009.  This has been forwarded to the Group Retail Director, Keith Jones, who has asked that I respond on his behalf.I was delighted to read your comments regarding the excellent service provided by Dave at the Metro Centre branch.

A copy of your letter has been sent to the General Manager of the store, who will ensure that Dave receives the recognition due.  It is always pleasing to receive such positive feedback and I thank you for taking the time and trouble to write to us.

Kind regards,

Jennie Chapman 

I’m a ‘Delighted’ Customer and I haven’t spent any money yet!

‘Disaffected’ Customers Sing Louder!

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I’ve been desperate to get this up – it’s a great example of the ‘disaffected’ customer doing something way beyond anything that a letter to the complaints department can do. Canadian singer Dave Carroll spent over 9 months being passed from department to department after he complained to United Airlines after they damaged his $3500 guitar.

The poor response from United Airlines meant that Dave reaped his revenge by producing a song and video with his band retelling the story. Although United have now apparently offered compensation, the damage has clearly been done!

His video has been hit by over 4 million and it’s been claimed that it cost United $180 million drop in share value!

There are 2 more songs to come apparently – so it’s not over yet for United!

I’ve said it before – dealing with ‘disappointed’ customers appropriately is critical. People generally accept that things go wrong – it’s how we deal with that that counts. Not dealing with ‘disapointment’ results in ‘disaffected’ customers.

Yes,  ’Delighted’ and ‘Devoted’  Customers will typically sing your praises which is great. ‘Disaffected’ customers will typically sing your ‘malaises’, and as Dave shows they tend to sing ‘louder’!

I’m Back…….and Blogging!

What a strange 2 weeks – we got invaded! The website has been down for some time because apparently our security was breached and some ‘baddies’ got in and kicked us out. Not sure exactly what it all means, but the good news is that I’m now back ‘blogging’. Thanks to Andy at Voddie for getting us up and running.

It’s quite interesting actually – in my never ending ‘willingness’ to find ‘learning’ from things that have gone wrong, it’s fair to say that if it had happened, say 12 months ago, I’d have been frustrated, but not sure it would have been that impactful. This time, it’s felt like having my right arm cut off – not being able to ‘communicate’ and ‘connect’. They’re my thoughts anyway – maybe most people didn’t notice I was ‘away’! 

Anyway, the good news is that we’re back up and running and watch out for my latest podcast about ‘profitability’ – due out in the next couple of days for download.

Get Personal

Very luckily for me I’m in New York at the moment, and yes, it’s a huge, amazing place.However, the things that have struck me immediately are the little things. Here are a couple of examples of ‘personalisation’.

Example 1:

We flew with Delta Airlines and the in flight entertainment was very ‘personal’: you select, start and pause the movies as and when you want, you can compile your own music playlist from a huge range of albums, again to be played when it’s convenient to you.

Example 2:

At our hotel, you select your floor when waiting for your lift – the sign tells you which lift is coming first for you and then when you get in, it’s already set to go to your floor.

I know that these are very simple examples of  using technology to ‘personalise’ the experience and are not necessarily the deciding factors in making purchasing decisions, but they raise the bar, they change your perspective, they make an impression and they are ‘Dramatically and Demonstrably Different’.

What could / should you do to ‘personalise’ your customers’ experience?

I’m An Estate Agent – Honest!

An estate agent that’s Dramatically and Demonstrably Different’ – He tells the truth!

OK, I know that’s a touch hard on a lot of very good and honest estate agents, but this guy in Glastonbury certainly seems to be doing things a bit differently!

In an article in the Independent newspaper Jules Bending of Ralph Bending Estate Agents says it’s all about ‘honesty and trust’ – that’s his Unique Selling Proposition.

“You can say it’s a hovel if it’s a hovel – that’s the trick,” Bending says. “You don’t need to gloss and spin things; people will buy things as they are as long as they’re priced appropriately.” It’s not, he points out, as if you can hide the truth anyway – people are always going to see the reality of the building you’ve described, no matter what clever language you use.

The descriptions have apparently included “If this house were a person she’d be dressed in Chanel and not wearing knickers.” and “Character-forming country cottage currently undergoing a bit of a makeover which will eventually drag it from the turn of the century up to somewhere around the 1950s”.

He says it makes commercial sense too – rather than wasting time with lots of viewings by people who are disappointed when they visit a property, it ensures that they see what’s described and what they want.

It’s a nice approach, and it’s certainly not a gimmick – they’ve been at it for over 10 years.

‘Thinking in 3D’ means breaking the rules, and sometimes creating your own rules, and these guys certainly seem to do that – it’s the truth!