Who ya gonna call?
The true test of a business is how they handle themselves when things go wrong.
The best marketing efforts in the world can go come to a big fat zero if a business doesn’t provide great follow-up services.
Simply put, a business needs to let it’s customers know ‘who they can call’ when things go wrong.
These days it seems near impossible, especially with larger organisations, to get a name and a number or an email address for an actual person.
Customers are all directed to a centralised email address or number, and then you are shunted through a series of recorded prompts, dial 2 for X, 3 for Y, 4 for Z, hang-on there isn’t an option for me…what do I do now?
Eventually you may be connected to a person, who answers the phone with, ‘what’s your name, account reference, ID number, date of birth and shoe size’. You then explain your situation in great detail to a person who seems to be reading from a script of pre-prepared Q&As. Nine times out of 10 your query is outside of their expertise or authority, they put you on hold, where you wait for what seems like hours before you’re accidentally cut-off and have to go back to the beginning and start the whole process again.
Let’s look at it from the point of view of the customer:
- They are “not feeling the love”
- Their problem remains unsolved
- They have wasted valuable time
- They wonder if they made the right decision purchasing your product or service.
- They don’t have the authority or expertise to help you
- They don’t know you or have a relationship with you, so are less likely to be personally invested in solving your problem
- They probably get abused by customers all day, just as frustrated by the process as much as you are.
Personally I love the idea of having Account Managers or Key Relationship Managers.
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