When business first started using websites, the sites were very basic and content was king. Then as the technology evolved rapidly, sites became technology driven as developers tried to outdo each other and show their mastery of the technology. The end result was that whilst the sites may have looked great and were fulled to the brim with clever uses of the available technology, content was pushed into the background and navigating the sites was often non-intuitive and difficult.
Things are changing again – one of the key challenge now is for businesses to stop focusing on the technology and to focus onthe business benefits you can achieve with the technology.
This has to happen if businesses are to put the customer back into customer service. ( For the sake of this article I understand customer care to be a subset of customer service). At a macro level, organisations need to examine every point in their day-to-day operation where interaction takes place with the customer. They need to ask themselves whether their channels of communication and their processes are self-serving or customer focused. Hiding terms and conditions in the small print is unacceptable; transparency is the “new” buzzword.
I say “new” because I remember running customer service workshops in the mid-90s and saying the same thing! The current challenge is to make sure that our enthusiasm for the opportunities offered by social media technology doesn’t get in the way of our ability to deliver high standards of customer service.
At a micro level, staff need to understand that a heart motivated by self-interest views the world in terms of ‘give a little, take a lot’. They will be more focused on their job security, their pay, their next break rather than on the customer.
Senior management need to understand that that unless they treat their staff in the way they want staff to treat customers, high standards of customer service won’t happen! It’s a challenge but the organisations that get this right will be the ones that thrive in the next decade.
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Hi Nic,
I totally agreed. I have sent a few request for service and prices to contacts on Ecademy in response to an invitation to join their network and no reply.
Even my web designer has not follow up a quote she has sent me??
Where is customer service these days?
Everyone wants better technology and networking strategy. Do social media, SEO to drive traffic and get leads but no one to do follow up!!
Doris
Doris
Thanks you for taking the time to respond.Follow up and follow through are two important elemnts of customer care. It’s great that one of the social media pioneers, Gary Vaynerchuk still replies to each e-mail he gets individually and personally; a great example to us all.
I’m sorry to hear about your experience at ecademy – let me know if I can help you either directly or through connecting you with the right person in my network.
Nic
Hi Nic,
If only……
Hsving been a Client Services Director for a software house in the early ninety’s I share your frustration both from the top down and bottom up.
Sadly much of what we have today stems from a complete lack of skills ably demonstrated by all levels of management.
However this is not new in the UK – have observed it from the ‘sharp-end’ since the seventy’s.
There is a breakthrough on the horizon – many of the current crop of twentysomethings are asking serious questions about where we are heading, as much of the standards are so poor. I guess this has happened as a result of many being too comfortable,fulfilled with their own importance and allowed to impose trite solutions to the box-ticking standards. This a going no-where strategy (sadly).
We have acted as consultants across various big companies and business sectors and have the scars to prove it.
When are they going to recognise that technology – when they understand it- is only another tool and not a replacement for common and business sense.
Thanks for listening and wish remarkable success in 2010.
Hi Nic,
I totally agree with you and Doris. Often you get inquiries but no reqest or further conversation after accepting the contact. I assume that people often sends messages without having an occasion.They are working according to the random principle and don’t realize that they’ll damage themselves. They have loss of time without effectivity of business nor social advantage. Nevertheless there are some extraordinary people who have understood that a network is neccessary helping others and also oneselve. Using websites in a useful way could be a key bringing together all continents.
Martina
Hi Peter
I agree with you and my question is, what can I/we do to improve the situation?
Nic
Martina
I think websites and social media may provide a huge kick in the right direction for customer service as feedback will be instant as will complaints, aired at the organisation in question and shared with friends.
It’s a pity that the fear of being named and shamed should be the catalyst for change but it’s better than nothing!
Self service implementations can help drive customer expectations to a level where they expect (and appreciate) more availability of information and the freedom to choose when and how they initiate customer service.
BUT, self service needs to be based on what your customers need and want, not just on lowering your costs of delivery.
Every customer is a unique and individual customer, with individual needs, wants, desires and likes.
Marketing results would improve dramatically if organizations paid more attention to their interactions when customers reach out TO THEM, instead of focusing so much on their interactions when they reach out to customers and prospects.
Best wishes for a stellar 2010.
Steven
Steven:
You wrote: “Marketing results would improve dramatically if organizations paid more attention to their interactions when customers reach out TO THEM, instead of focusing so much on their interactions when they reach out to customers and prospects.”
This is a crucial point, so thank you for making it!
Have a peaceful, prosperous, healthy and fulfilling 2010
Nic