There is customer service… and then there is CUSTOMER SERVICE.
We have all experienced it. The lazy shop attendant, the rude waiter, the shopkeeper that just doesn’t think his business even needs customers.
Our experience with these people and businesses often leave a lasting impression for a variety of reasons. In some cases we actually made a purchase from said business either out of necessity or the need to keep one’s sanity whilst the kids are screaming all the way through Westfield.
What often does not leave a lasting impression for us is when we have a positive customer service experience either pre, during or post purchase. Is this because we have come to expect a level of mediocrity in service that we only care to remember the disastrous and not the pleasant and helpful?
My recent experience in needing to purchase a new television (my beloved plasma died in a power surge) is not only a poster-child for the negative above, but a shining example for the positive.
Like many tech lovers out there, I relish the opportunity to purchase a new item and enjoy researching the various options available as well as digesting all manner of opinions and reviews. Having a short period of time to do my research when our TV departed this world, I went straight to the review blogs and hit up friends on Twitter for all manner of recommendations.
Within a few hours I had read all the reviews I could handle, and the tweets were coming in thick and fast recommending particular brands and answering the eternal question of Plasma vs. LCD (I went for Plasma).
Armed with the latest product knowledge from reviews and recommendations, I headed up to the Local Westfield to see what the local retailers had and if there were any decent specials. I visited David Jones, Myers, Harvey Norman, Dick Smith, Bing Lee and JB HiFi- this is where things got interesting.
Only 2 of the retailers even had staff interested in talking to customers, and of those only one was helpful. This ended up being on of the most positive buying experiences. The sales rep at JB HiFi was incredibly knowledgeable and honest (a rear quality). He mentioned reviews on blogs that I had read, and swayed me away from a more expensive product as it’s advantages were not worth the cost. I ended up receiving a good price for the unit and made the purchase on the spot.
Such a positive experience can leave a lasting impression on a consumer for years to come and cement the foundations of a positive and ongoing relationship with the brand. Additionally what many organisations, big and small, fail to understand is that one happy customer is worth a hundred more if they talk about their experience (the same is also true for the negative- with negative consequences).
In an age where conversation happens at the speed of light, and positive and negative experiences and feeling are shot around Twitter in an instant, organisations must pull out the proverbial finger to make sure that their customer service and overall customer experience is not just satisfactory but extraordinary.
