Contact: John Tschohl
(952) 884-3311
Email: quality@servicequaity.com
Web: www.customer-service.com
By John Tschohl
Note to Editor: Feel free to use all of parts of this news release. John Tschohl also is available for personal interviews. You can contact him at the phone number or e-mail address above.
Being available to your customers is one of the most fundamental-and critical-things you can do to keep your customers coming back to you. And yet, most companies constantly send the message that they really don't want to be bothered by their customers; they simply want to take their money. That message, whether you realize it or not, is sent every time a customer calls your company and gets a recorded message.
Technology has become a major component in doing business today, bringing with it increased speed, convenience, and revenues. You have simply to look at the Internet and e-commerce to see the impressive revenues generated via cyberspace. But when technology replaces the human factor-the personal touch-it drives customers away-and they take their money with them when they go.
One of the staples of the technological toolkit in most companies throughout the world is voice mail, or Interactive Voice Response (IVR). While many companies see this is a benefit to the bottom line, many customers view it much differently. Sure, voice mail or IVR, keeps operating costs down, but at what price? I have yet to talk to anyone who loves voice mail. Most people hate it, and they tell me so with great passion. Then why, I continue to wonder, do so many companies throughout the world use it?
Even companies in developing countries, where labor costs are extremely low, are using automated voice technology rather than hiring people to answer their phones. I agree that, in order to compete, particularly in a global economy, companies must do whatever they can to control costs-but never, ever at the expense of service. Commerce Bank in New Jersey and New York sets the standard when it comes to great phone service. In fact, its call center employs more than 700 people, who answer the by the first or second ring, 24 hours a day, seven days a week.
Don't believe me? You can call the bank at (888) 751-9000 in the United States or at (856) 751-9000 outside the United States and see, or rather hear, for yourself. And that personal touch is reaping huge rewards. The bank is growing at 36 percent annually and outperforms, Microsoft, The Home Depot, Wal-Mart, Berkshire Hathaway. The bank also opens 10 minutes earlier than its posted time and stays open 10 minutes late. It builds everything around the customer's experience.
Some companies are concerned that operating a call center will be expensive, both in equipment and in personnel. Commerce Bank, however, proves that that equipment and those people are good investments and that there is money to be made by providing superior service.
Land's End is another service leader that responds to its customers. Its phones-at (800) 356-4444-are manned 24 hours a day, seven days a week. It sets the standard that every company should strive to reach if it wants to rapidly grow its business, crush its competition, and dominate the market. On the other hand, there are companies such as e-Bay and Netflix that prefer technology over personal interaction and won't allow their customers to contact them by phone-and they will not respond to an e-mail. Response time is critical-but, for the most part, lacking-when it comes to e-mails at most companies. It's highly unusual for an organization to respond to a customer's e-mail within a day, let alone within minutes 24 hours a day, seven days a week, which is what I recommend. Train your employees to respond personally, knowledgeably, and quickly. And those responses also should be personalized, not just standard, or canned, responses
It's important that you remember you and your organization are just one click away from obscurity. Customers want to communicate with people who are friendly, knowledgeable, and caring. And, if you don't' give your customers what they want, they will leave you-and leave you fast.
If you want to be a service leader, you must provide several channels of communication, including the Internet, e-mail, and telephone. I recommend that you identify your strongest competitor and donate you voice mail technology to them. Then start a call center that is open 24 hours a day, seven days a week. Voice mail, or IVR, is the most expensive technology you will ever purchase. You will never stop paying for it. When you make it difficult, or impossible, for your customers to communicate with you, you send the message that you don't care about them. And if you don't care about them, they certainly won't care enough about you to spend their money with you-no matter how good your products, services, or prices, or how much money you spend on advertising.
John Tschohl is an international service strategist and speaker. Described by Time and Entrepreneur magazines as a customer service guru, he has written several books on customer service, including Loyal for Life;e-Service; Achieving Excellence Through Customer Service; the Customer is Boss; and Ca$hing In: Make More Money, Get a Promotion, Love Your Job. He also has developed and conducts Customer Service Certification seminars.
You can contact John at 952-884-3311 or e-mail him at quality@servicequality.com .