America is a consumer society. We love to buy stuff, display stuff, show our stuff … and, if by chance some of our stuff turns out to be defective, we expect excellent customer service when we return it.
Last week, my very expensive laptop computer – less than 6 month old – died. The screen just went black, not a good thing for a writer.
To get my work, my life and my sanity back, I headed to the computer hospital. It was a two-hour round trip, plus another couple of hours waiting as the service crew examined the problem. The store clerks were friendly and helpful. They told me the repair was under warranty and that they’d back up the hard drive. The clerk scheduled a formal “fix-it” for the next day.
The next morning, I arrived earlier than expected, but there was a wait. When it was my turn, I did a little dance inside.
Instead of the greeting of the prior evening, I was met with a matter of fact “What’s wrong?” I recounted the problem. The service guy stared blankly (at least I got some eye contact).
“I’m confused,” he said. “I don’t know why they didn’t keep your computer last night.”
Wait, I could have saved myself a two-hour trip and left it last night?
He went on. “The repairs are covered, but bombshell No.1: It will have to be sent away. Bombshell No.2: It can take up to 10 business days. Bombshell No.3: To backup your data will cost $150,” he rattled off like a machine gun in battle.
“Let me get this straight,” I mustered through my shock. “Less than 6 months old, two trips to the store, hours waiting, and now you tell me to pay for a backup?”
His response was flat and unapologetic, “That’s electronics.” I was fuming. Another customer leaned over “You’re taking this well. I’d be raging mad if I were you.”
“I am,” I said, “just trying to contain my anger before I respond inappropriately.” The rep undoubtedly overheard our conversation, and after 50 minutes of paperwork, the next bombshell: “I’m going to have them complete the entire repair at no charge,” he announced.
“Wow,” I think. Where did that come from? I asked why he decided to comp the $150 backup charge. “Just seemed like the right thing to do,” he said
Americans expect and cherish customer service – yet many don’t know what it involves. A friendly face and pleasant demeanor are only part of it. For the folks that provide it, customer service is an opportunity to restore faith and increase the odds that customers will return.
Here are a few essential elements that good service providers ought to know. You can use them as a guide to know if you are doing business in a place where you feel welcome:
Listen. Sometimes customers go overboard, rant and rave, or get angry. Let them. In most cases, they need a sounding board.
Empathize. Representatives create angry customers when consumers don’t feel heard. Repeat the customer’s problem to show you’ve listened and respond with empathetic statements, such as, “I can understand why this is frustrating.”
Offer a solution. One option is to ask clients what action they feel is appropriate. Since most clients are reasonable, their solutions often will be.
Be consistent. Develop a customer-service protocol so one interaction isn’t overwhelmingly positive because of a representative’s generosity; then the next is less than stellar because another rep strictly “goes by the book.”
Underpromise, but overdeliver. Though a customer may not initially be happy, refuse the urge to accommodate difficult-to-meet demands.
Let it go. You may not make every client happy.
Doni Luckett is chief executive of Divine-Basics.com, which produces lifestyle products to reconnect with moments that matter. Your questions may be addressed in the column by e-mailing enrichyourlife@divine-basics.com.
