Sometime you wonder how the minds of leaders were programmed to think, or should we say, not to think about the customer experience first. The blogosphere screams with stories of major brands being anti-social to the customer.
Check out this one: Want To Win Customers? Don’t Be Like A Wireless Carrier Posted July 11th, 2008 by Max Kalehoff as he discusses a personal experience with a wireless carrier. Simple switch, right? No, thanks to my wireless carrier. Here’s why:
1. Disrespectful of Customer Time:
2. Broken Promises:
3. Indifferent Problem-Solving:
4. Painful Activation:
5. Ill-Equipped, Uninspired Service Agents:
I’m not here to rant. But if you want to know the secret to winning customers, the answer is simple: Don’t be like a wireless carrier. Do the opposite: 1. Respect your customer’s time. 2. Keep the promises you make. 3. If you can’t keep promises, deal with them proactively and enthusiastically. 4. Make activation and use of your product simple and instant. 5. Empower your technical and service support with the training, infrastructure and culture to execute on the promise. It’s that easy. Now, what are the odds my unnamed wireless carrier will acknowledge my experience and do something about it? For them, I’m sure it won’t be easy.
Is It Just Wireless?
Unfortunately it isn’t difficult to relate Max’s story to most any brand people deal with on a daily basis. Those which deserve accolades for the subperb customer experiences are far and few in between. As the social web grows with influence leadership focus should turn to customer satisfaction as priority one. Otherwise leaders will be embarrassed to have to defend themselves to their stockholders since there was no defense against the voice of the customer.
What say you?