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How To Test Your Customer Service Up Close
By Danny Brown
Expert Author
Article Date: 2008-11-20
When I'm working with new clients, one of the first thing I ask them is how their customer service stands up. Far from being an invasive question, I find it's crucial to know of any pluses and/or minuses before starting a new campaign.
For instance, if a company's customer service is poor, there could be a very big uphill struggle ahead in terms of brand acceptance. But, if customers have a positive view of you, it's an extra piece of firepower that can be used in getting the news out about a new product or service.
This is particularly true with social media and online networks. With the amount of blogs, micro-blogs and forums that can spread bad news like wildfire, examples of poor customer service will come back and hit you hard - and fast. This is equally the same for positive news about you.
So how do you make sure your customer service stands up to closer inspection?
Listen
The key to any great customer service is knowing what your customers are thinking and offering solutions where needed. You may have the greatest product in the world, but what if it's only beneficial for right-handed people, for example? That means there's a whole section of your customer base you're not satisfying.
When you hear about problems, look at ways to resolving them. If it's cost-effective, offer slight variations on a theme so that you at least offer alternatives to those that may not benefit from your original product. It's true that you won't be able to please everybody all of the time, but pleasing the majority is a great second place.
Involve
Do you have a way for your customers to interact with you? Is there a contact form on your website? A suggestion link on your company newsletter? If not, how will you possibly know what your customers are thinking?
Involving and interacting with your customers is key to knowing what they want. Without this, you might be missing out on a potential goldmine of information that could help you decide on your next course of action. Always remember your customers are who pay your bills - knowing what they want is knowing how to succeed.
Satisfy
Great customer service means great customer satisfaction. This in turn leads to customer loyalty - important at the best of times but crucial in today's business climate. If one of your customers has a problem, how you deal with it will define how you are perceived.
Don't be pig-headed and ignore a customer's grievance or point of view, even if they are in the wrong. Instead, be open and professional, and offer empathy for their situation.
Coming to a mutual agreement is obviously the best result, but if this isn't going to happen, offer a reasoned argument to your customer on why they are incorrect on this occasion. Additionally, work towards a solution on how best to avoid the same problem in the future.
There will always be instances when your customer's expectations aren't met. This is a simple fact of business and one that can't be avoided. How you deal with it, however, is how you will be judged - make sure your response is the right one.
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About the Author:
Danny Brown is the social sensei at Bonsai Interactive, a small and mighty team of technology, media and marketing nerds rocking the social web. His blog is featured in the AdAge Power 150 list as well as Canada’s Top 50 Marketing Blogs, and won the Hive Award for Best Social Media Blog at the 2010 South by South West festival. You can find Danny on Twitter, Facebook and LinkedIn.
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