Providing quality customer service can be a hugely complex problem, and large organisations spend a fortune on trying to 'optimise the customer experience'. They invest in huge Customer Relationship Management (CRM) systems to 'get closer to the customer' and calculate their 'Lifetime Value'; they invest countless hours in researching 'what the customer really wants from us'; they invest enormous hours in training their staff to deliver the service that the systems and research has told them that they need to do.
All good stuff, but isn't this simply a case of throwing money at a problem that has been around since man first traded with his neighbour? Regardless of how you address the problem, the very nature of service remains largely unchanged: customers want stuff immediately; they want to feel like they've got a good deal; they want to feel that they can approach the provider if there's a problem; and they want to feel appreciated. This is the very basis for building succesful relationships - its got little to do with what they buy / how much they spend / how many times they visit etc. The more service providers are influenced by technology, marketing 'speak', and the latest trends, the more we move away from the fundamentals of what great service really looks like, and how it should make us feel.e-Commerce, or e-Tailing (as I heard it called recently), is a remarkable phenomenon and it will revolutionalise the way we deliver goods and services, and interact with providers in the future. But organisations that offer this service must be careful that they don't get swept up in the cleverness of it all.
Okay, its important to understand that 'every customer is different' and that we 'want to be treated as individuals', but there are some common things that each of us want / need from our service provider.If you really want to understand what customers really want from their service provider, look no further than eBay - the ultimate resource for researching customer needs!I am, of course, referring to their wonderful 'feedback' mechanism, where customers are encouraged to leave either negative, neutral, or positive comments for their provider (Seller) and, in turn, the 'Seller' can do the same for their customer (Buyer).
Feedback has almost become a currency in itself on eBay. Buyers and Sellers alike are hugely proud of their 'Score', and try their damnest not to tarnish their reputation. The reason for this? Because its TRANSPARENT. Everyone can see it. Its not hidden away somewhere in some dusty report. Its there for everyone to see.
Think about it....
Lets say there are two sellers that are both selling an identical product for an identical price, with an identical delivery charge. As a 'Buyer', which 'Seller' do you go with - the one with the 99.9% Feedback Score, ot the one with the 85% Score? The power is with the customer to make that decision based on the quality of service that is offered - this just doesn't happen on a High Street or in a Shopping Mall, or even elsewhere on the Web.Pick any seller on eBay, click on their score, and read the customer feedback - its incredibly simple, but very powerful - especially when you start to see the 'patterns'. Here are some positive examples taken from my own eBay account (100% Positive, by the way!!)....
"Fast, efficient and friendly service. thankyou"
"Great communications. Item as described. Recommended seller.
"It arrived in the blink of an eye. Great e-Bayer!"
"Brilliant service. great value for money. will buy from again. thanks."
"Smashing, very pleased,in excellent condition,many thanks A++"
"Very very good prompt service excellent member."
Here are some negative and neutral examples (not mine, I assure you):
"taken time in delivering and responding to emails"
"full refund given but no communication to let me know i wasnt getting item"
"very disappointed. i will not deal with again. no communication."
"looks nothing like the picture, doesnt fit, load of crap" (Ouch!)
"poor quality item and service. would not buy from seller again"
"want to send back but there wont give address sent loads off emails no replys"
So the lessons and key learning points are simple for service providers:
- Don't forget the pleasantries. Thank them for doing business with you, or even just making an enquiry / showing an interest!
- Keep your customers informed at every stage. Tell them when the goods will be / have been dispatched, when they should expect to receive them, and who to contact with any queries.
- Don't over-promise and under-deliver. If you say your going to send the goods today - make sure you do it. Don't dress the goods or service up to be better than it is - be honest!
- Offer value for money. Its not just about the price of goods or the cost of delivery, its about the overall efficiency of the service. Above all, nothing impresses customers more that your SPEED OF RESPONSE. This applies to your ability to deal with questions asked, issues raised, orders processed, and goods dispatched.
- Deal with problems immediately. Don't suddenly become unnapproachable if the customer brings an issue with the goods / service to your attention. Remember that the relationship has not ended as soon as you've delivered what they've asked for.
- You have to work at it! The more customers you have, the harder it is to maintain 100% positive feedback.
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