It’s All In The Details with Social Customer Support

It's all in the details with social customer support. USAA logo, property of USAA.  www.socialysupportive.com.

It’s all in the details with social customer support. USAA logo, property of USAA. www.socialysupportive.com.

Let’s talk about Net Promoter Score (NPS) for a second. This is a measurement on a scale from 1 – 10 based on a simple question: How likely are you to recommend this company to someone else? 1 is least likely, 10 is most likely. Any score from 0-6 considers the respondent a detractor. 7-8 is neutral, and a score of 9 or 10 labels one a promoter for that brand. Subtracting the total detractors from the promoters (while omitting the neutrals) yields the overall score. Of course, to ensure the validity of the data you must ensure an automatic survey set to avoid only happy transactions being calculated. The overall score of is thought to be a strong indicator of future growth potential for that company.

I find myself wondering this: what do the highest scoring companies do that return these fantastic results? Well, some of it can be observed as a high quality product. Apple is brutally dedicated to design simplicity. Trader Joe’s offers products you can’t find anywhere else. Other components include a commitment to customer service. The hostess at Chick-fil-A comes around asking if you need anything as you eat your meal. USAA lets you know about other services you might find beneficial, and changes addresses for all products at the same time. Southwest is known for excellent customer service from happy employees. And Amazon, well, I’m not sure if their customer service is great or not because I tend to receive my packages on time (or early) and in good condition.

So what can we do to be more like these companies? Well, measuring NPS is great, but you don’t have to institute a big survey program to get started on making customers happier. .  If you re-read the previous paragraph, what you might find is that regular attention to small details gets noticed by customers in a big way. Southwest is being nice to customers; same with Chick-fil-A. They’re just using their manners. Amazon and Apple are paying attention to quality on the front end to improve brand image and minimize customer service needs (hopefully) on the back end.

Social isn’t a place. It’s a way of thinking. When we say “social” we tend to think only of Facebook, Twitter, YouTube and the like. But the point of social is to benefit from interacting with people and benefiting in some large or small way from the collective knowledge. Ask your customers what is important to them. Make every attempt to deliver quality the first time, based on what they said they wanted. If you make a mistake, use your manners to apologize and make it right for the customer.

Ask Yourself These Questions to Deliver on the Details:

  • Can I ask my customers what they want? If I can’t ask them all, can I ask a few for general knowledge?
  • Is there a way I can quickly and inexpensively improve the quality of my work?
  • Is there an opportunity for me to use proper etiquette more regularly?
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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.

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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!

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Is Bad Data A Hazard To Your Customer Experience? [Infographic]

I’m hopping the pond (and departments) to bring you a clever and informative infograph from Experian. Sure, they’re measuring in pounds and labeling things as “marketing,” but they clearly illustrate that longer wait times cause customers to leave, which mean you lose business. That ties back to my recent post, Waiting Takes Too Long For Customers. They also discuss accurate targeting, which means getting the right message to the right customer in the right place/time. Getting that targeting wrong leads customers to think you’re not listening to them, which often leads them to assume you don’t care enough to listen. The multichannel marketing lane can cause the same reaction in customers, because they already told you once how they felt/what they wanted, why should they have to tell you again? Good read. Cheers!


Customer Experience infographic

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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?

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Waiting Takes Too Long for Customers

Waiting Takes Too Long in Customer Support. image by Chris Hunkeler. www.sociallysupportive.com

Waiting Takes Too Long in Customer Support. image by Chris Hunkeler. www.sociallysupportive.com

Yes, you read that right. Waiting is hard and it takes too long. It’s boring. Have you noticed lately that waiting feels much more difficult than it used to? We do all kinds of things to avoid waiting. Today we tweet out our question or post it on Facebook in an attempt to avoid waiting on hold with companies. We go online and click that “chat now” button instead of walking into the store for assistance. We do not want to wait. For things like automotive repairs that cannot be completed online, UGGGHH! We have to actually go there? I hope they have wifi so I can watch something on my iPad. If not I’ll just have to scroll through Facebook on my phone.

I know, this conversation causes many people to start talking about the “good old days” before people were so connected and could sit still for a while patiently. I remember those days, and they were boring. We also had far fewer items on our to-do lists, if I remember correctly. But regardless of our positions on whether we should behave in this fashion, the reality today is that we do.

So, what do we do about it, as business people trying to please our customers? Maybe try one of these things:

  • Decrease wait times – Make every attempt to decrease your wait times. Perhaps increase staffing, decrease length of interaction (whether in person, on the phone, on social or chat)
  • Increase fun things – Even if you’ve decreased your wait times, increasing fun or distracting things will make wait time seem shorter. In person, provide a television, wifi, coloring books or games for children. On hold, play a local radio station or hold info-tainment (factual entertainment tidbits). Steer clear of bland hold music if you can.
  • Let me wait from afar – Have you called Delta lately? If they have a hold time, you can press a button to have them call you back when they’re ready for you. Then I don’t really feel like I’m holding. Or, like restaurants, give me a pager or text me when it’s my turn.

These are things about the customer experience we can control to create a more positive interaction. Some cost more than others. Hey, if a box of crayons helps my customer smile, then maybe it’s worth the price!

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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.

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Five9’s “Caring for Customers in a Noisy Social World” [Infographic]

Found this great infograph Five9 shared by Five9. I think it’s critical from an operational perspective to select a tool that allows visibility to traditional call center metrics. These metrics provide valuable insight into what is coming in and how much. Then, once you decide strategically which pieces to answer, it’s great to have the ability to turn the volume on or off.

Social Customer Care Infographic by Five9
Social Customer Care Infographic presented by Five9

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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?

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