21st Century Customer Service, Part 2 — Customer Satisfaction

By Gale Grimmenga, principal, Creative Impulse  |   www.creativeimpulseinc.com Customer service: a series of actions that enhance customer satisfaction before, during, and after the purchase. Face the fact: Customer service has become depersonalized. Even when we are connected to a human being, satisfaction becomes the purview of an insightfully written script. Or, it’s an automated experience, the satisfaction coming from the ease and speed of navigating a website and its e-commerce program—thus morphing customer service into self-service. And satisfaction once derived by receiving an answer from a knowledgeable person has segued into a virtual interchange via online avatars—the satisfaction provided by good programming and voice quality. As customer service becomes points of contact with predetermined programs and categorized preferences, we easily forget that customer satisfaction is still very personal. It depends on a connection being made—a feeling of being seen, heard, understood, and responded to. Whoever said, ‘Don’t take it personal, it’s just business’ was so wrong—it’s very personal. In fact, the rule is: Take it personal. If you are not personally satisfied, your customers are not satisfied. And, as you know from experience, the opposite also is true. To enhance customer satisfaction circa 2011, integrate the best of technology with a personal touch. Design and program your website from the perspective of the user; think about what experience he or she will have: Put yourself in their shoes. Create the website experience as a sample of your best, face-to-face service. Learn, know, and address customer concerns. If you have e-commerce software, make it secure and visibly promote safety and privacy policies on page one. Problem-solve for your customers, and give evidence via testimonials and recommendations. Be consistent with your message across all media (print, digital, and face-to-face). Train your salespeople and anyone who has contact with customers to listen well. Stay in relationship with your customer, keep in contact, and give updates. If a script is necessary, find a writer who can make it warm and knows how to leave room for each person’s own uniqueness. Help your customer self-serve ASAP and create a great online avatar, but have an immediate way for real back up. Respond to emails fast and give customers your mobile number. Don’t over promise and under deliver. Tell the truth and give accurate, complete information. Listen before, during, and after the purchase for compliments, complaints, and criticisms—your customers are your highly paid consultants and can guide your business to its next best steps. (Bonus: It’s a free service.) Here’s the thing: Customer satisfaction comes from the act of serving others, well, like you would want to be served. What can I say? It’s personal.