Posts Tagged ‘customer service’

How “Better” Can Be The Enemy Of “Good”

Wednesday, April 14th, 2010

Here’s an anatomy of a marketing nightmare. The folks at Sprint.com were ready to roll out a new and improved website last weekend, planning to flip the switch early Sunday morning. Unfortunately, it didn’t take and the customer portal for the nation’s third largest cellphone company disappeared from the Internet.

Fast forward three days later and there’s still no Sprint.com. Customers are flaming Sprint in online forums for leaving them unable to manage their accounts online.  Other than numerous apologies, the most Sprint has done to deflect all this anger is to launch a Twitter feed with updates on the outage that can be summarized in four words — “we’re working on it.”

The saddest part of this story is that the new website does look pretty cool, but all that coolness will be washed away in the sea of bile that’s being spilled with all the spleen venting over this botched rollout.

But there are lessons to be learned in The School of Hard Knocks.  First is the favorite adage of my boss — always under-promise and over-deliver. That’s true for marketing campaigns the same as it is for launching new websites.  And let’s crib another one — as they say in the Hippocratic Oath, “first, do no harm.”   Your new marketing concept may not be a smashing success, but be sure it doesn’t sink your image either. Due diligence in planning and rollout goes a long way to prevent the kind of serious, self-inflicted wound that Sprint is trying to recover from now.

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“Do You Want Enunciation With That?”

Thursday, December 17th, 2009

Last week, I went out to eat and had a flashback to my college Fundamentals of Communications class.

After telling my server my order, he unenthusiastically repeated my order back and incoherently muttered, “Ya-wan-ha-o-mile-o- fiya?” “I’m sorry,” I said, after staring blankly at him for a moment. “Do I WHAT?” He smiled sheepishly and clearly said, “Do you want hot or mild or fire,” referring to the sauce that comes with my food.

“Remember,” my Communications professor would say at the beginning and end of every class, “The first step to engaging your audience is using your words.” This guy clearly didn’t get it and, I admit, sometimes I’m guilty of rushing through a voicemail, or stumbling over my words in a meeting.

But the fact is, when you don’t speak clearly, the person or people you’re talking to can’t understand you. And mumbling not only makes you look silly, it ruins your credibility. And I’m not the only one who thinks so. Fuel Net: Marketing Smarts for the Growing Business blog had this to say about enunciating when communicating with your customers and prospects:

“One of the biggest mistakes that salespeople make when speaking to clients is talking too fast,” says Julian Blee, owner of Fat Cat Ideas, a company specializing in telesales training. Though this is understandable given the pressure of a sales call, clients will have a difficult time processing your message if you speak too quickly. Given that the average sales pitch is delivered at approximately 230 words per minute (WPM), significantly more than the optimal 180 WPM, Blee recommends these two steps to slow your rate of speech during sales calls:

1. Determine your normal WPM rate. Time yourself when reading something aloud. A book or newspaper will suffice, but the optimal solution would be to read your telephone sales pitch. Ensure that this is delivered in the same speed and style that you would use when speaking to a client over the phone. After 60 seconds, stop and count the number of words read to determine your WPM.

2. Optimize your WPM rate. To reach the optimum WPM of 180 words, find or write a paragraph of 180 words and practice reading it in 60 seconds. Once you’ve reliably achieved this WPM in practice, start attempting it during your sales calls while under pressure.

“This is not an easy thing to do,” Blee warns. “Our natural default setting is to speed up when stressed.” Speaking at a rate of 180 WPM is a skill that must be practiced and monitored before it becomes second nature. Once mastered, Blee says, this skill will prove invaluable in making you a better salesperson and conversationalist, both over the phone and in person.

So before you speak with a client or customer, give a presentation, or even take someone’s order in a restaurant, practice delivering your message clearly. You’ll feel more confident and your audience will respond positively.

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Company Differentiates Itself from Major Retailer by Detailing Customer Experience

Wednesday, June 17th, 2009

You probably know the latest round of Best Buy commercials by now — the Best Buy employees are telling the stories of how they’ve interacted with customers to make their dreams come true.  The latest commercial in the series kicks it up a notch and takes Wal-Mart to task.

The employee is telling a story about a customer who calls in asking very specific questions about televisions. The employee asks the customer where they are calling from, and the customer replies Wal-Mart. See the whole spot here. (It starts at about the 14-second mark.)

Major ouch for Wal-Mart. Not only are they being portrayed as not being experts in electronics, but also as shoddy at customer service.

The sad fact for Wal-Mart is it’s true. I had the same experience when I went shopping for a new flat screen LCD television. I priced models at Target and Wal-Mart. Target was too expensive, and I couldn’t find anyone to answer my questions. At Wal-Mart, the prices were great, but I had questions. When I tried to ask the sales associate on the floor, not only did he initially brush me off, but when he finally got around to talking to me, it turned out that I knew more about the televisions than he did!

So I, like the customer in the commercial, went to Best Buy. I didn’t know about their price-match promise, and truthfully, it wouldn’t have mattered. The sales person (yes, I had to wait for a bit to speak with one, it was a busy day in the store) was attentive, answered all my questions, and actually talked me out of buying the more expensive set I was considering because their store brand had all the same features, and was manufactured by the same company, it just didn’t have the big name attached to it.

Score one for Best Buy.

I don’t know why I didn’t go there first… probably because I was fixated on Wal-Mart’s low prices. But I’m proof that people are willing to pay a little more for personal attention and great advice. And that’s a lesson we can all use when running our businesses. Counsel your customers/clients. Provide them with great information and honest feedback. This brings more value to their experience than you know, and it will be worth more to you in the long run with a satisfied, loyal customer who may one day turn in to your biggest cheerleader.

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How the Internet and New Media Have Changed Branding Strategy

Tuesday, June 16th, 2009

It’s been a long time coming, but the old stand-by tricks and techniques used by the marketing industry are fast fading away in the face of new media opportunities and technologies.

Gone are the days of global one-note branding. No longer can we create one message and expect it will be heard in the same way by all the members of our audience. Today’s most successful companies are working towards brand transparency and communicating directly with their customers about benefits, services and products specific to their individual needs.

Noted marketing blogger Jonathan Salem Baskin had this to say in a piece in AdvertisingAge:

If I’m right, you can throw all of those surveys and studies on the imaginary value of your brands into the garbage. Your challenge is far greater than adopting new media; the real experiments — offering the potential of real returns — require that you revisit, and risk revising, your very conception of your brands. Consumers are already doing it for you in every market you’re trying to reach.

And he’s right.

But there’s little to go on in terms of best practices for developing strategy in this new age of communication. So jump in with both feet and learn as you go. Experiment with new platforms, reach out to your customers in places they’re already active. You might just surprise yourself and redefine your brand in the process.

Read the whole article here and let me know what new things you’re trying.

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BusinessVoice Makes The Grade With The Better Business Bureau

Monday, June 1st, 2009

We’re pretty proud to have been awarded an A+ rating from the Better Business Bureau.

This rating represents BBB’s degree of confidence that BusinessVoice is operating in a trustworthy manner and will make a good faith effort to resolve any customer concerns. BusinessVoice has been a BBB-accredited business since January 2000.

Read the report here.

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On Hold Messaging That Keeps Callers In Control

Monday, May 11th, 2009

It’s not often that someone hands out compliments after waiting on hold, but that’s what I heard recently when my wife finished phoning her doctor’s office at The Toledo Clinic. “Now that’s the way every business should do it,” she said.

Why the raves instead of the typical rant about time wasted on hold? Because she was in control throughout the experience.

The call was to re-schedule an appointment, and an automated attendant system answered and placed her on hold. It periodically reported how many calls were ahead of her and offered an option to leave a voicemail message at any time. It was the best of both worlds; if you have the time, you know about how long you’ll have to wait. In a hurry? Just leave a message and we’ll get back to you.

A common complaint is that being on hold feels like being held prisoner. How many times have you called a cell phone company, a cable provider or a credit card firm and been placed on hold, left adrift in a vast sea of  forgettable music, with just an occasional passing marker saying your call is appreciated, but no sign of an answer on the horizon? You don’t dare hang up, but your resentment grows every minute that you hang on.

No one should want their customers or prospects to have this experience. So how can you improve this marketing point of entry to give back some of the control to callers? In addition to automated voicemail options, you could add an email address to your on-hold message to give callers an alternate way to contact you. Create a special address to be used only in your on hold message and have your customer service staff check frequently for these messages, so you can respond fast.

On Hold Messaging that gives more control to your callers and adds value with messages that inform and entertain shows your respect for their time. It sets the stage for a positive experience once you answer the call.

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Marketing Without The Groundhog

Monday, February 2nd, 2009

Winter has been brutal in these parts. In the month of January, we had 25 days with below-normal temperatures. On many of those days, the high temperature was 10 or even 20 degrees below normal. Nearly 31 inches of snow fell, just shy of the all-time record for the month. Needless to say, we’re ready for Spring. With the arrival of Groundhog Day, it would be an understatement to say that we want that furry rodent to predict a quick end to this most-dismal season.

The problem is the calendar. It shows that Spring begins in late March, year in and year out, regardless of the prognostications of Punxsutawney Phil. There’s no fighting it. So, rather than hoping for an early break from Old Man Winter, it makes more sense to expect the worst and plan accordingly to ride it out.

That’s the same approach you should take to your marketing during our current “economic winter.” It’s been brutal for many of us, and, despite the efforts coming out of Washington, it’s far from over. It’s no time to be doing anything but staying the course through these icy waters.

Here in “The Great Recession” (or whatever you choose to call it) customers want value, but that’s not the same as low prices. Value means getting the most for your money, and great service is a big part of that equation. Remember your unique selling proposition and promote its value. Then back it up with service that beats the competition, and you’re less likely to lose customers who are forced to make difficult decisions about spending.

Hang in there, because this “winter” is not over yet. Forget the fortunetellers — above and below ground — and keep your marketing focused on surviving the deep freeze for as long as it lasts.

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Make A Big Marketing Impact…Without Spending A Dime

Monday, October 13th, 2008

There are many no-cost or low-cost steps you can take to encourage repeat business, build your brand equity, and create a positive and memorable customer experience. One of the most basic is to train or remind everyone on your staff to be a pleasant, helpful human being when using your company’s telephones.

We all know that customers are more likely to buy from people and companies they like and feel good about, yet, every day, bad impressions are cemented and potential business is lost when:

a) Employees answer the telephone with an unprofessional attitude or a complete lack of enthusiasm (the “Is it Friday yet?” mentality).

b) Receptionists speak so quickly or incoherently that prospective customers question if they’ve called the right number.

c) Operators treat customers as if their calls are interruptions, rather than the reasons for their jobs.

Now ask yourself if your company’s callers are being treated with the level of care and attention they deserve?

Customers are more likely to come back to you again and again - and spread good word-of-mouth about you – when they feel genuinely welcomed, when they feel valued and respected, and when they feel that you identify with their needs. So, it’s very important to create those positive feelings right away, the very first time customers call.

If your staff’s phone skills and manners are not playing an active and positive role in your marketing, adopt these five simple rules as quickly as possible.

Rule 1: Apply the Golden Rule to every caller. In other words, treat them the same way you’d like to be treated as a paying customer.

Rule 2: Answer the phone with a smile. Yes, actually smile! It’ll give you a more positive attitude, and callers will “hear the friendliness” in your voice. Remember, you’re trying to make a positive impression, whether the person on the line is a first-time caller or one of your most loyal customers. (Here’s a great program to help with telephone etiquette skills.)

Rule 3: Whenever possible, refer to your callers by name. Most people like the sound of their own name, and hearing you say it tells them that they’re important to you and your company.

Rule 4: Speak slowly and clearly. If you hurry or slur your way through your initial greeting or when providing information that needs to be written down, you’ll only frustrate your callers and force them to ask you to repeat yourself.

Rule 5: Be friendly, but use courteous, respectful language. You never know how the caller may be judging you and, by extension, your company. Replace the words “yep” and “yeah” with “yes ma’am” and “yes sir.” And the words “please” and “thank you” are just as important on the phone as they are in any face-to-face social situation.

These rules may seem basic, but how many companies are living by them? If your competitors aren’t placing enough importance on the caller experience, your mastery of telephone skills and etiquette will further distinguish your company.

And remember, successful companies are often built on the basics, like a customer-centric attitude and an understanding that every phone call is an opportunity to build customer share and create brand evangelists.

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Use Music To Create The Right Mood For Your Business

Monday, October 13th, 2008

Try to imagine the world without music.

Life would not be nearly as rich or enjoyable. And, of course, you’d have no need for your favorite dancin’ pants.

Music is tremendously important to human beings (including your customers) for many reasons, but among its greatest values is its ability to affect our mood in a positive way. You can see evidence of this at concerts and high school dances, and in the faces of people listening to their favorite songs. (Learn more about the marketing benefits of music.)

You can also witness the power of music at nursing homes and rehabilitation centers where music is used to lift the spirits of residents and patients. In the summer 2008 issue of The Director, a magazine for administrators at long-term care facilities, Ed Newman wrote:

Activity directors and nursing professionals at hospitals and nursing homes have long recognized the role music plays in their patients’ care. According to Brian Rife, Activity Director at the Rehab and Nursing Center in Monroe, N.C., music can play an important role in healing. “Often residents in nursing home settings become depressed and withdrawn. An activity department has such a huge responsibility to help these individuals through different types of pleasant and meaningful activities. One element that we use here is music,” Rife explained. “You can go into a resident’s room and play some type of uplifting song and they become alive with joy. It’s amazing how music impacts our lives on a daily basis. Music just makes you feel good when nothing else will.”

Music is essential for creating the right mood within your business too, whether it’s a small town retirement facility or a major hospital; a local clothing shop or a regional chain of grocery stores. Not only does music put your customers and staff in a better frame of mind – a state they may subconsciously associate with being in your office or store – it can be used to connect with your target audience and solidify your brand image. Click here to look through some facts and figures.

Read “Music: Food for the Soul and Good for Business”

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Invest In Your Brand…And More Onions

Tuesday, September 9th, 2008

I love subs. Those five-dollar footlong subs. But the last time I went to the nearby five-dollar-footlong-sub store (the one named for an underground train), they were all out of tuna fish. The last TWO times I stopped in they were out of green peppers. And during my last THREE visits there were no onions in the joint.

Frustrating? You bet! Especially when you’re a tuna / green pepper / onions sorta’ fella like yours truly. But what really toasted my bread was that, each time, the “sandwich artists” who broke the bad news to me could not have demonstrated less concern over my customer experience. In fact, they were borderline rude about it.

Now, I understand that on the list of the world’s real problems, my onion-free subs barely crack the top five. Okay, maybe the top four. But if you own a sub shop — or any other business, for that matter — it should be mighty important to you that your employees not only empathize with your customers when things go wrong, but that they’re empowered to take a step toward making things right, even if that step is merely offering a sincere apology.

This latest brush with employee apathy – and the resulting damage to the sub chain’s brand equity – reminded me of a recent blog post from Drew McLellan. The subject was “Where should business owners invest their money in 2009?”

Drew writes:

As business owners and leaders look back on ‘08 and either shudder at the memory or exhale a sigh of relief that they survived it, it’s easy to assume that the plan going forward should be to lower prices or cut the marketing budget.

The reality is, both of those are the wrong answer. Cutting prices and slashing your marketing budget will only put you deeper in the hole as the economy rights itself. So what should you do with your money for ‘09?

Spend it on your employees. Make sure they understand your brand, your brand promise and how you want them to treat your customers. Don’t hold an annual meeting where you devote 5 minutes and a PowerPoint slide to your brand.

I’m talking make an investment. A real investment.

Talk about how you want your brand to come alive every week. In managers’ meetings, on all staff retreats, in your HR reviews. Make it a part of your interview process, your exit interviews and everything in between. How much time do you spend on how each and every employee delivers on the brand promise in your new employee orientation?

At Disney, no matter what position you are hired for, from street sweeper to a manager of a division, the first thing you’d do is attend a 3-day orientation that talks about absolutely nothing except the Disney brand and how you, the new recruit, are expected to carry on that tradition.

Think about it. Who interacts with your customers? When your customer has a concern or a complaint, who deals with them?

Especially in an economic time when every client matters and you can’t afford to lose any ground, isn’t this the year you should earmark some of your marketing dollars for the very people who deliver your brand every day?”

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