What Should I Do if I Miss a Tweet?

Missed a tweet? Late is better than never. www.sociallysupportive.com

Missed a tweet? Late is better than never.
www.sociallysupportive.com

You’re a community manager. Or a small business owner. Or a social media director writing process for a large team. You’ve set out a target to respond to your customers on social media within a set amount of time. Maybe it’s 30 minutes. Or, if you’re really on your game, maybe it’s even sooner. However, as you go back and check, there are some posts from several hours ago that somehow got missed. Or worse… what if the posts are from yesterday… or a few days ago!

I’ve got you covered, so you can breathe easy. Whenever you realize that you’ve missed the tweet, or the post or whatever, respond right then. Here are some things social science teaches us. (I’ll skip the nerdy parts that I love and just give you the answers, because not everyone here wants to know all about social science. You just want the answer, right!)

Why You Should Respond to Every Tweet/Post, Even If You’re Really Late.

  • Social Should Be Real. First, know that social media got it’s start as a platform where people are real. Pictures are more popular when they’re not perfect. Live streaming video is more interesting when real people are on the subway or at home with their dog and no makeup on and just act like themselves. Horns honk outside. People get interrupted by airport announcements. This is what is attractive to the folks who use social media. The “real” of the digital space. Go ahead and admit your mistake, if you made one (like being late responding.)
  • Liking is Important. Second, people vote for people they like. And people like people they know and feel they can trust. Admitting mistakes rather than covering them up, when accompanied by an apology, causes people to feel that they can trust you. And when you show your flaws a bit, you are being honest, so people feel they know you a bit better.
  • Give a Reason. Third, when you accompany an answer with a reason, people are more apt to relax and forgive you. Why? Because when someone feels slighted, it’s a natural reaction to feel that you are doing something to them directly. Ever have someone bump into you in a crowded party and spill your drink? Is your first flash of a thought “hey, why are you bumping me!” When the man who bumped you replies “I’m sorry, I didn’t see you standing there,” this changes your focus and helps to reframe the event from his perspective, where you see that it was an accident and not an undue attack. Tell them the post slipped through the cracks, or that a large volume of posts caused you to miss one.

Research in the customer service space indicates that when customers have a service issue that the company then corrects, customer loyalty increases even higher than before the issue occurred. One reason for this is because the customer has had an opportunity to experience how the company responds, and if they do so with empathy and a satisfactory resolution, customers now feel they know the brand and can trust the brand to do the right thing. Prior to the episode, they did not know the brand on that level. But once you’ve been through something together, you are bonded.

Now, it is possible that if you miss a tweet from a customer from last month and you go back to reply, you’re going to get a less-than-glowing response. And, that’s to be expected. But there is an opportunity for you to take that customer from having very negative feelings about your brand, to becoming indifferent about your brand. And it’s easier to move someone from indifferent to fan than it is to get them from very negative to fan. Also, it’s unreasonable to think you can go back to catch every tweet or post you’ve ever missed. And that’s ok, don’t worry about those. But when you have the capacity, and you’re unsure whether you should reach out or not… Reach out. Answering late is far better than not answering at all.

Does Responding on Twitter Really Make a Difference?

Yes. (I know, you’re thinking “wow, she just came right out and said that with no hesitation.) I’ll say it again. Yes. And here’s why.

My family and I recently returned from a Disney cruise. The children had a wonderful time. They giggled, squealed, and chased beloved characters all around the ship. They dressed up in beautiful costumes and were treated like royalty. We all enjoyed excellent service from the staff aboard ship. They referred to the girls as “princess,” asked about our days, and even sang Happy Birthday to the girls (they’re twins, you see.) It was lovely.

But something happened prior to the cruise that… well, it clearly doesn’t negate the efforts of so many people working so hard on the ship. Our stateroom was impeccably clean, our servers were excellent, and the ship was so well designed. However one event kept entering my mind. What was it?

They never replied to my tweet. Yep. I had reached out the day before the cruise

Does Responding on Twitter Really Make a Difference? Yes. www.sociallysupportive.com

Does Responding on Twitter Really Make a Difference? Yes.
www.sociallysupportive.com

asking for assistance because in all the mad rushing to get loose ends tied up before the cruise, I remembered that I hadn’t ever called to schedule the girls’ birthday decorations for the stateroom. Because, you see, with twins it’s a bit different sometimes. Reading the fine print on a decoration package can save hours of tears because there was only one toy included with the decorations. eek. Don’t need that when we’re all in the close quarters of a stateroom.

So I called them, and I explained my situation. The care agent on the phone told me that there was nothing she could do for two reasons: one, I hadn’t called within the required 3 days, and there would be no exceptions for any reasons; and two, they had no provisions for twins and I would not be able to purchase a separate, second toy. And no, there was nobody else to speak with that would tell me anything different. Well, I do understand that I was outside of that 3 days, and I can imagine they might really need 3 days to plan hanging up decorations in a stateroom. But, being a parent, I decided to swallow my pride, admit my mistake publicly, and see if perhaps I could get a reprieve from the online world in order for my girls to have those little decorations in the room.

I tweeted out to @DisneyCruise confessing my error and asking if anything could be done. No reply. Ever. I had wondered, being that this was our first Disney cruise, whether that was a sign of things to come. But it wasn’t. Everyone worked really hard to ensure that we had a fantastic cruise. We bought the children these bubble making toys that play music (parents could do without the music, btw if Disney is reading) and a wonderful woman named Keisha from Jamaica was working in the shop. Seeing the sadness in the girls’ eyes when we found only one bubble want after looking all over the ship for these things, Keisha called to her leader and had another shop opened to bring more stock to her store. Wow. I mean everyone went all out.

Are you wondering what the point is? Here’s the point. You can do an amazing job with an amazing crew and hit the mark on every point. But if you’re not answering on Twitter, you might turn your customer’s experience from “unrivaled, unprecedented, hands-down NPS of 10,” into “It was great. But it was weird that they didn’t respond to my tweet….” and then a whole long story about  how @DisneyCruise misssed your tweet.

I struggled with whether to write this post because it seems a shame to call attention to one missed opportunity when so many people worked so hard to deliver a truly fantastic experience. And I will post about how going the extra mile can really leave a lasting impression on your customers to highlight all that great service. But the lesson here was important enough to share and can help us all out as business. And I’m sure this resonates with many of you, because it happens to us all the time. Something is almost stellar, but this one thing is distracting and overshadows the rest. And that’s what this lack of response on Twitter was: a distraction from an otherwise stellar performance by so many hard-working people behind the Disney Cruise brand.

Clean Up For Your Social Customers

Clean Up Your Mess image by pixabay.com www.sociallysupportive.com

Clean Up Your Mess
image by pixabay.com
www.sociallysupportive.com

 

Sometimes to make things right, you have to open things up and make a mess. Fixing can be terribly messy. Recently, my husband and I hired a handyman to do some home improvement work for us to get our house ready for sale very quickly.  My husband, who typically handles those items, remarked that though the man did acceptable work, he failed to clean up after himself. I looked around and realized he was right. There was still a film on the floors where the tile had been replaced, and where walls were sanded the dust had not been removed. It looked… well, it looked sloppy.

I thought about how, as a consumer, we really expect things to be put back in the condition they were before we contracted a service to be completed. Think about getting our cars serviced. How would we feel if our mechanic returned our vehicle to us with oil on the hood? Or what if when we went to a restaurant, the dirty dishes from prior patrons were left on the table? When we purchase a good or service, we expect full service.

For online services, think about reducing customer effort. The following three steps can help ensure we have “cleaned up our mess” sufficiently after our initial customer interaction on social media or in person:

  • Follow up with customers after an initial service request to make sure they did get the result they were expecting
  • Ensure the service was completed to customer satisfaction
  • Ask if customers have any questions or additional needs

So, get out there and clean up your mess. Just as with the handyman, the quality of your work will shine through if you tidy up after yourself when the work is complete.

Do I Have to Answer Every Question on Social Media?

Do I have to answer every question on social media? image by geralt. www.sociallysupportive.com

Do I have to answer every question on social media? image by geralt. www.sociallysupportive.com

For brands, having a presence on social media has become expected and necessary to thrive. Setting up that Twitter handle or Facebook page is relatively easy, and then you put out some content and do some paid media and try hard to stay relevant for your customers, which gets harder, and then there’s this content calendar and yayy, … now people are responding to you! Wait.. uh oh.. they’re asking questions.  Am I supposed to answer all these?

Yes, this feeling can be overwhelming. And to be honest, the answer really is different for every brand and every budget. But let me share a scenario with you.

Close your eyes. Imagine a retail store. It’s bright, shiny and clean. Employees are smiling and all dressed in crisp polo shirts with the company’s logo and they look all well-polished. A customer walks up to the counter and says to the man behind the counter “Hey, I’ve got a question about this here. Can you help me?” The employee, still smiling, sporting logo, stares silently, blinking at the customer. (ummm, awkward.) So, the customer tries again, “Sorry, maybe you didn’t hear me. Can you help me?” More blinking. Another customer walks up next to the first customer and says “I need to pay my bill.” The employee behind the counter turns to the second customer and says, “Certainly, I’m happy to help you with that, follow me.”

What just happened? Well, if you’re the first customer, what just happened was you lost all faith in that expensive, shiny store front and that logo that was attached to the chest of the employee who completely ignored you, that’s what just happened. If you’re the second customer, what just happened is an increased uncertainty about whether you will or will not be able to have your needs met at the store, because though you were helped, clearly the first customer was not. And, if you’re the employee, you probably felt slightly embarrassed that your face is attached to the logo that helped one person but not another. Wow, that’s a lot of feelings we just talked about.

How does this translate to social media customer support? Imagine you’re on Twitter, tweeting merrily, and you realize that your new tablet case has a defect and the fabric cover is peeling away from the plastic shell. “Dang, I just bought this!” you think. Then, realizing you’re already on Twitter, put faith in the universe and tweet out to the company, “help! my tablet case is defective.” You wait for a little bird to bring you a reply. Instead, crickets. You wait more. Nothing. So, you go to the company’s twitter page and you see that tweets after yours are being answered, tweets about “love this new pattern!” and “thanks for sponsoring our fun run!” receive “glad you like it!” and “hey, we love to help the community!” Well, what about you? You are a paying customer, you know, and… and well nobody’s listening to you! There’s the translation.

Both scenarios have to do with a lack of clarity around what the customer can expect from your company. The original intent of social media was to provide a space where people could interact socially. Businesses saw this as an opportunity to connect with consumers and convert them to customers, and many have had marked success. Customers have found this a convenient space to transact business. But not answering customers or answering only occasionally trains them that, though you have a presence on social, you are not fully able to transact business on social. It’s like a false storefront. So, what do you do? Set clear expectations with your customers. Decide whether you want to only be present on social, or whether you want to transact business on social media and make that your strategy. If you are a large business, you probably have the resources to staff people to answer inquiries either during certain hours or 24×7, whichever your audience demands. If you’re a small business and can’t afford staff but still want to transact socially, there are companies out there that will offer support services to you where they answer customers. It’s not a one-size-fits-all approach by any means. The important thing is to develop a strategy and clearly set customer expectations, so they are sure of what they can and can’t do. Can’t afford to respond on social media? No problem. Just let your customers know what they can expect from you on social, and show them where they can go to get their needs met.

 

 

2015 Predictions for Social Customer Support

2015 Predictions for Social Customer Support. Image by Pixabay. www.sociallysupportive.com

2015 Predictions for Social Customer Support. Image by Pixabay. www.sociallysupportive.com

Ah, what a year! As I prepared to write this year’s predictions, I looked back to my 2014 Predictions for Social Customer Support. I can say that from my own experience and in speaking with colleagues it seems that my predictions were accurate. Measurement is getting more precise and KPIs (Key Performance Indicators) are becoming easier to find. Many more customers are looking to social media before attempting to use more traditional contact methods. Companies are striving to respond faster, and when they can’t, customers are voicing their dissatisfaction. This has driven more volume, and additional staffing is required to keep up with this volume. Integration of data is easier to achieve, though still potentially costly.

As 2014 went along, I noticed something that you may have noticed as well: a distinct lack of new material being published about customer support on social media. From 2010 through 2013 there were articles and infographs and videos everywhere touting the importance of providing customer service in the social media space. Everyone was looking for the ROI, selling the ROI, selling tools, and convincing firms to join the movement quickly. Then, content seemed to decelerate in 2013, and slowed to a trickle in 2014. This led me to wonder, has the shine worn off of social media customer support? We had plenty of information explaining the benefit, urging action, and even providing some information on initial setup of a social customer care team. But the next wave of data, including early metrics and findings, was absent. Then I realized that the companies that started social customer support teams were busy learning and scaling and trying to understand the new data they were receiving.

So then, what now? What can we expect to come in 2015? Well, we know from other predictive data that companies will continue to add more funds to digital advertising budgets. We also know that customer experience is still top of mind for businesses, and they are using that data to inform internal product and process information, customer desire, and any opportunity to gain advantage in the marketplace. And there has been no visible slowdown in the number of requests for assistance coming through social media channels, or shortage of new platforms online where two-way communication is possible. Knowing that, here’s what I see coming our way in 2015.

5 Social Customer Support Predictions for 2015

  • Specific Metrics – Companies will learn from the data collected over the past few years and be able clearly glean traditional call center metrics like cost per transaction, response time, and handle time.
  • Large Scale Buy In (or Out) – Concrete facts in the form of traditional call center metrics may reveal a hard ROI based on costs to deliver social service, calls avoided at call centers, and the like.
  • Social Selling – This has been a touchy subject in the social customer support space, with most deciding that selling has no place in social media. But we may be ready to start offering suggestions for products and services where customers would truly benefit.
  • Staffing Trials – There has been discussion in the industry around whether it’s time to call social “figured out” and put it into general call center population, where reps can be added or removed from social media as volume occurs. This would make the companies that create listening and engagement tools who charge per seat very happy. It could also answer questions about staffing challenges and overhead costs. The risks can be high though, as less specialized front line reps are given access to represent the company on a very public stage. Companies may also find that when call volume spikes, social media volume spikes at the same time. This would limit the benefit gained from all that additional tool licensing and training expense.
  • Change – Yes, that’s right friends. The data we have been feeding to the C Level and other departments is powerful and has been getting noticed, if you’re doing it right. Companies will be making faster, customer-directed change to improve products and services. This should help improve customer experience and reduce customer efforts. And that, my friends, is what it’s all about in my book.

There you have it. I hope to see more of those infographs and articles that share specific insights on how social media customer support has really made a difference because consumers finally have a way to voice their opinions. But social customer support may not get the glory for these changes. For one thing, it’s not the only vehicle providing this feedback in many organizations. Customers are filling out online surveys and paper comment cards and those are working as well. For another, social media is really just a big magnifying glass that shows all the flaws a company has in product, service, policy and process, and provides opportunity for improvement. But if you have a front row seat like I do, you can have a great view of the change that social can bring about. That’s exciting stuff.

Keep that Customer Experience Mindset Going

Keep That Customer Experience Mindset Going. Image by created by the 31st Communications Squadron, USAF. www.sociallysupportive.com

Keep That Customer Experience Mindset Going. Image by created by the 31st Communications Squadron, USAF. www.sociallysupportive.com

Do you ever go to meetings or training classes with new, random groups of people and have to complete those ice breaker activities? You’re going about your day, getting “real work” done, and then you have to stop what you’re doing to go play silly games and interact with people? It can feel really uncomfortable to get into these new situations with these new people outside of our comfort zones. But these exercises tend to be effective tools to take us out of our current mindset, outside of our comfort zone and get us into a more open and relaxed frame of mind. The truth is that learning new things and working well in groups is an important part of our jobs.

I bring up these scenarios because customer service can feel that way. Employees that interact with customers are typically have “down time” responsibilities such as filing, sending emails and the like that they complete between customer interactions. If there is a slow period with few customers, good momentum can build on those offline tasks. The first customer that requires assistance can feel like an unwanted interruption just when progress is being made. That can create stress, and allow a mindset to creep in that taking care of customers is interfering with the ability for the employee to take care of the customer’s immediate needs.

It’s helpful for us as leaders to recognize this challenge from our employees’ viewpoint and to help provide tools for employees to remember to switch mindsets and remember to put the customer first.

Tools To Help Remind Employees That Customers Come First

  • Model Behavior – Model the behavior yourself by stepping up and happily taking care of customer issues prior to daily chores
  • Discussion – Point out opportunities you notice, and suggest alternatives
  • Display – post your customer service vision and goals where employees can see them.

See if some of these steps help improve customer experience for your company!

E-Trade Nails It with their Customer Support

E-Trade logo. Property of E-Trade. www.sociallysupportive.com

E-Trade logo. Property of E-Trade. www.sociallysupportive.com

Customer experience is clearly still all the rage in business these days. We’ve gone from the age of making as many widgets as possible, to making them as BIG as possible, and then trying to get them as small as possible to selling experiences more than the widgets themselves. For some, making the transition to this experiential push is tricky, because it shifts shape and form and is different from person to person. That personal effect makes it challenging to mass produce.

I had an experience with E-Trade last night that nailed it, in my mind. I’m still floored at the simple genius of it all, and the mass-production potential for other companies. My family has recently moved. If you’ve moved lately, you know how big of a task that can be. Things get broken, take longer than you think, and seem to drag on forever. And where is your magazine? I know I’m showing my age, yes I get the digital subscription too, but you can’t smell the fragrance samples from the tablet just yet (dear iPad/Android app developers, save some trees and work that out for us when you get time? Thanks.)

Anyway I went to the mailbox last night and saw an envelope from E-Trade with one of those yellow forwarding labels and I thought “Oh great, I forgot to change my mailing address with E-Trade. Yet another chore to do tonight. When I sat down and opened the envelope, I was amazed. E-Trade was reaching out to let me know that the United States Postal Service indicated I had changed my address, and so they went ahead and changed the address on my account for me. They just wanted to let me know, in case that’s not what I wanted them to do. Imagine my surprise and delight! One less task for me!

So, let’s look at risks here. Some percentage of customers (I would think a small percentage) may find this creepy and complain. It could smack of big brother. Some other percentage (I’m still thinking a vast minority) might not have wanted to change the address on their account, even though they forwarded their mail with the USPS. And, yet another small minority may have had their address changed in error, but this should be caught with the notice to the previous address.

I love this. I’m often caught saying at work and in life that our customers don’t work here. We do. So do as much for them as possible. This appears to be one low-risk strategy that could benefit more companies. I know I would appreciate it. Feel free to use this example as starting point for similar ideas. Are there things you can do to take care of the details for your customer?

The difference between easy and hard customer service

The difference between easy and hard customer service. image by Joe Loong https://www.flickr.com/photos/joelogon/2611640698/.  www.sociallysupportive.com

The difference between easy and hard customer service. image by Joe Loong https://www.flickr.com/photos/joelogon/2611640698/.
www.sociallysupportive.com

Recently I came across two vastly different examples of customer service I thought I’d share so that we might compare and contrast the customer experience.

Example 1: The Condo Rental

On the spur of the moment, I decided my family needed a weekend getaway to the beach. I started searching online for any available accommodations that would meet our needs (yes, I was categorizing ocean-front as a “need” in this case. No judgement, it was a need to me!) I was lucky enough to find the perfect property, that was managed by a vacation company I will not name. I went to book the condo online; however the process wasn’t working properly. I called the telephone number and spoke with a lady who was very nice, but not very forthcoming with information. She informed me the website had outdated information, and that the particular condo I found was booked for the weekend. And then there was silence. So I asked “do you manage other units in the building that might be available?” She said “yes.” More silence. “Do you think we could check to see if any of them might be available?” I pushed.  “Um, ok sure,” she responded. I’ll spare you the rest, but the conversation continued on in that way until I practically begged her to take my reservation. I would like to share that the unit we reserved turned out to be just what I “needed,” ocean front and all.

Example 2: Right House, Wrong Package

I ordered a Keurig drawer and two ballerina jewelry boxes online at JC Penney, along with some bench cushions. A week or so later, three boxes arrived on my porch. Two of the boxes contained the bench cushions, as I expected. When I opened the third box, I was surprised to see a Keurig drawer that appeared to have been re-taped and two battered shoe boxes with rubber bands around each box. When I called customer service to report the mix-up, a nice lady named Autumn apologized for the inconvenience and immediately keyed a new order for replacement items to be shipped. I asked if I could return the items that did not belong to me to my nearest JC Penney by the end of the week, and she said that would be fine.

Customers do not expect flawless execution by corporations with every transaction. It would be nice, but most of us consumers are reasonable enough to know that just isn’t possible. What we find, though, is that when proper attention is paid and the company moves quickly to rectify the situation with little or no effort from the customer, customer satisfaction can be saved. I would argue that when there is a mix-up, and it is fixed right away with a little apology and a human touch, that can create more customer loyalty than might have existed without the flub in the first place. Now, JC Penney and I haven’t always had the best relationship, but past few times I’ve needed them, their customer service reps have been able to quickly solve my problems. With me, that goes a long way.

So, as usual, let’s consider our own organizations. Is there room for improvement in your company when customers report issues? Do you offer assistance on Twitter, but then require the customer to always call customer support to get assistance? Are you asking for customer information when you really don’t need it? See if a policy change could create some customer loyalty for you.

Get To Yes in Social Customer Support

Get to Yes in Social Customer Support. image by pixabay.com  www.sociallysupportive.com

Get to Yes in Social Customer Support. image by pixabay.com
www.sociallysupportive.com

Let’s talk about merging. You know, good, old-fashioned highway merging. The concept is (as I understand it) that as two lanes become one, the people in those two lanes keep a normal pace of traffic until such time as the lanes come together. When this happens, the cars should come together, like a zipper, one and then the other, to form a single line. This takes cooperation from both parties, but it seems simple enough. I was driving to work this morning, trying to wake up and drinking my coffee, listening to some upbeat music on the radio. As I approached this merge point on the highway, I stayed in my lane that was going to merge with the lane next to me, and followed that white line to edge over. The person next to me must have a different concept of merging, because he sped up from behind me to get even with me, and blocked this merging action, forcing me to slow down. He basically entered my universe and said, quite clearly, “NO!” So, what can I do but slow down, and slow down the person behind me, and slow down the person in the lane behind him? Not much. Because he said “NO! I’M FIRST!”

His action came from a place of no, of not accepting what was happening around him. This can happen in customer support too. When we come from a place of “no,” whether it’s subtle or right out loud, it causes discomfort and things don’t flow easily like they could. It also creates negative feelings that, by the way, attach themselves to your brand. If that guy on the highway had a brand or a logo on his car, you can bet I’d associate his actions and my subsequent feelings about those actions with his brand. Anytime we tell a customer “I can’t do that,” or “That’s not the process,” or “You need to…” we are coming from a position of “no.” Perhaps today we can take some time to ask ourselves what it would take to get to “yes.” How far, exactly, are you from yes? Is there a small process or policy you could alter that could get you to “yes”? Are you missing something that could get you to “yes”? Certainly we must all say “no” sometimes, but I think after review you might find a few occasions that could easily be changed. The guy running me off the road to be first this morning was really probably much closer to “yes” than he thought, and I bet he could have made his own day a bit brighter by saying “yes” to me because he would have already gotten a good deed out of the way.

Think about how you can get to “yes” today. Would a few little steps help your brand be associated with positive experiences rather than negative ones?

Tenacity is a Key Service Differentiator in Social Customer Support

Never Give Up. image by lettersfromlaura. www.sociallysupportive.com

Never Give Up. image by lettersfromlaura. www.sociallysupportive.com

Walt Disney has been quoted as saying “The difference in winning and losing is most often… not quitting.” This applies to many areas of life, but today I’d like to apply the concept to exceptional customer service.

Often, as a customer, I have asked for things from customer service professionals and been told, very quickly, that it is impossible to grant my request. Further probing, and tenacity on my part, often changes that answer. My experience seems quite common lately. Customers that exert the most effort toward reaching their desired result seem to more commonly achieve their desired end state. This has been the way of the world for quite some time.

But, let me ask you something. Are you noticing a change? Perhaps it’s small, but I have seen change. I have consistently received exceptional customer service from USAA. I even  have received great customer service from the branch personnel at Chase Bank (but, of course, read Chase Ambushes My Twitter IPO Trade with Poor Customer Service before we get too excited about that).  Could it be that companies are catching on to the fact that good customer service can be a unique selling point for your brand? It seems possible to me.

What does that mean to you as a business? Well, I think it means that those who are not catching on to the importance of remarkable customer service (remarkable, meaning literally that it is worth talking about), when compared to otherwise equal competitors, may be at a disadvantage.

What’s one thing you can do today to move the needle on your customer experience? Be tenacious. Teach your customer service staff to be tenacious. If you think about the common thread behind poor customer experiences you’ve had, many of them can be linked to a lack of tenacity on the part of the customer service rep. Nobody went out of their way to try to make a difference for you, to try to get you what you needed. Now, think about the last great customer experience you had. I bet that person got the result you were looking for by trying a little harder. Maybe they made that extra phone call. Or maybe they spent a few more minutes with their leadership to get you what you needed. Either way, they were trying. They were trying for YOU. And they tried harder than other people have in the past.

We can all do this. We can spend a few extra minutes tracking down an answer for a customer. We can offer to lend a hand, or put in the good word, or ask one more person for help on behalf of a customer. It just takes more tenacity than the competition is willing to expend. Give it a try.