It Serves Us Right
Two things on my agenda are productivity and customer service. Often the two are linked. The quicker a purchasing transaction happens the greater the productivity but speed carries a cost. And that’s the absence of taking time to cement a relationship.
A friend of mine briefly worked at the call centre for a global brand of amongst other things baby products. She was berated for taking too long talking to customers and, when she thought necessary, cheering them up (“that’s not necessary.” She was told). The most successful people in that call centre (by their standards) were foreign with limited, transactional vocabulary. Productivity trumped building a meaningful brand relationship.
We’re building business models in which increasing short- term profit is more important than investing in building trusted brands with whom customers can have a conversation. So it serves us right.
Whilst Jack Welch, one-time, legendary CEO of General Electric, said technology would eventually replace the need for people to be involved in a purchasing transaction, he still fervently believed in consumer satisfaction. Figure that one!
Recently I bought my wife some cosmetics but the delivery address the “system” picked up was a previous one we’d lived at 7 years ago. Try as I might there was no mechanism to phone and say “I goofed, please put it right”. Try as I might there was nothing in the list of pre-selected issues that corresponded with “I’m an idiot. I chose the wrong address” option. And so cheerful emails thudded in saying “we’re delivering to…WRONG ADDRESS… in 48 hours.” I solved it eventually. But I’d wanted a human being saying cheerfully “Don’t worry. Could happen to anyone. There. All sorted.” What actually happened was a standoff between human frailty and faultless technology. Man versus Machine with man helplessly losing.
Now this isn’t the futile lament of a senior about how much better things were before self-service and shopping online. Because they weren’t. Despite the current “crisis” our world is better, richer in choice and cheaper than it was. We now have “Influencers” rather than “Brand Champions” – not an improvement in my view. But the one thing beginning to disappear is someone on the end of a phone who calmly helps you.
Exception: NatWest have introduced a direct line for over-60s where you get through straightaway and the person who answers has time and the inclination to do whatever is required.
More exceptions: Serious Readers. Victoria Health. Richer Sounds. And Waitrose who once turned me from a gibbering wreck to a normal human being in seconds. Everyone tells me Apple is the best in quantity and quality of Customer service. A friend said they’d sorted out a tricky issue regarding the validity of insurance on an Apple product bought in Germany pre-Brexit with aplomb.
So, yes, great personal, customer service exists but I fear the finance people often see it as an expense they’d like to eliminate. Its shaky existence reflects many businesses’ attitude to brand building and customers.
I recall a marketer at Heinz, that once-great company which marketing professionals adored, saying they thought of their consumers as two housewives having a cheerful conversation with each other over the garden fence.
It’s a romantic concept no doubt but you cannot build a brand that’s loved by technology alone.
Anyway I love romantic concepts but it takes two to tango and when I said “it serves us right” I was also thinking that the behaviour of many customers has deteriorated. We’ve got worse at saying thank you and smiling.
Try it. It’ll change the customer service that you get.
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