Customer Service Rules!

"customer service rules!"

“CUSTOMER SERVICE RULES”

I’ve sure had a run of bad customer service experiences lately. First of all, the deadbolt I painstakingly installed just eight months ago on my front door stopped working suddenly so I had to replace it. I went online to the lock manufacturer’s website and decided to send them an email about the problem in an effort to receive a little sympathetic stroking and instructions on how to return the defective cylinder (and, believe me, after my struggle to get the darn thing off, it’s really defective now!). Instead, all I received was silence. No response, no phone call, no flowers.

Fine. I chalked up that experience to the company’s lack of attention to their website and, judging from its broken links and busy graphics, they don’t view it as a viable way to do business. I replaced the deadbolt and moved on.

Next, I had a really miserable experience at a home improvement store and wanted to relate it to someone in power, so I went to the store’s website and sent a letter detailing my frustration, hoping someone would at least electronically commiserate with me. No such luck because, again, I received no response.

Just when I thought things couldn’t get any worse, an Internet company that promised a $100 gift certificate upon closing a transaction with them insisted my certificate had already been sent to me and refused to issue another. Although they finally relented (but only after a telephone call to a live person), my online experience with them was anything but satisfying.

You might surmise I’m just a high maintenance customer and don’t represent mainstream customers but, honestly, I don’t think I ask too much. All I expect in dealing with companies electronically is the same treatment I’d receive if I were standing in front of them. Your website customers are positively no different.

Following are some rules you should print and post on the desk of every manager and every person in your Internet department, even if that department only consists of a lady named Dorothy who doubles as your lube rack technician:

	Return all email contacts within 4 hours (sooner if possible) with a personal, professional response. Absolutely no form emails! These people are either interested in a vehicle or some service you provide so, just as with face-to-face contacts, you only have one chance to make a good first impression - make it count. Proofread carefully and be extraordinarily polite, informative and helpful in your reply email.
	Work with your clients in their venue of choice. The pushy car salesperson syndrome will cross media lines if you force them to call you or stop by to receive information. Give them choices: “I’ll be happy to assist you any way you choose, Mrs. VanDyke – email, telephone, fax or even the old fashioned way, in person!” Let the customer choose.
	Realize that if you make ‘electronic clients’ angry, they will leave. And it’s a lot easier to leave electronically than in person.
	Click through and update your website every day. This is today’s version of walking the lot. If you list your inventory online, be sure to notify your webmaster of inventory changes, and always note broken links, incorrect postings and typos. In addition, if you expect your clients to visit your site often, change the look and feel of your home page every two weeks or so.
	Electronic clients are looking for information, yes, but also for anonymous convenience, so respect their privacy. To that end, prominently display a privacy statement on your web page and print advertisements and stick to it.
	Encourage electronic contacts by showing your website and email addresses on everything: business cards, mirror hangers, print ads, radio and television spots and newsletters. Let’s face it, if you are armed with hundreds of client email addresses, the money you’d likely save in service mailers alone would allow you to hold quarterly owners’ clinics (which you should do anyway).
	Keep and be able to access detailed information about your electronic clients just as you do with face-to-face and telephone clients.
	The Platinum Rule should be used with every customer, but particularly with your electronic clients because it’s so easy for them to leave. In case you aren’t aware, the Platinum Rule takes the Golden Rule (“Do unto others as you would have them do unto you.”) a step further: “Do unto others the way they wish to be done unto.” In other words, ask people how they wish to be treated and treat them that way!

If you follow these simple but powerful rules, you will find yourself on the way toward successful relationships with your electronic clients. Get started now!

Jon Quade is one of today’s top sales and management speakers and authors, counting among his clients General Motors, Ford Motor Company, Primedia Workplace Learning, MSNBC, America Online, the National Automobile Dealers Association and many others. He is an award-winning speaker with over 8000 hours on-camera, and he carries a Professional designation from the National Speakers Association. You may contact Jon at (800) 701-7767 or via email at JonQ@emotiv8.com.

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