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Opinion Editorials

How brands fail at customer service [editorial]

Just as many companies have switched to overseas production and lower quality materials, customer relations has also taken a hit. Customer service has fallen by the wayside, with more and more companies focusing on higher quantities of customers, and forgetting about quality.

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perspective

The cornerstone of business

“The customer is always right” is a phrase that every businessperson and entrepreneur is familiar with. While the phrase may not be accurate, its message of customer service is one that has long been embraced as important to business success. In fact, adequately assessing the needs of the market, pricing your product or services at the right price point, managing costs, and keeping your customers happy are the major cornerstones of Business 101. Or at least they were.

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Is customer service a thing of the past?

Just as many companies have switched to overseas production and lower quality materials, customer relations has also taken a hit. Customer service has fallen by the wayside, with more and more companies focusing on higher quantities of customers, and forgetting about quality.  Customer service has become an Olympic sport of avoidance as companies are going to extreme measures to avoid interacting with customers. From adopting lengthy problem resolution processes to not making a phone number available to customers at all, customer service has hit an all time low.

Frustrating, or even unsatisfactory, customer experiences in business are inevitable, but having a proper channel of resolution can significantly diffuse the situation and remedy negative feelings from customers. This idea seems logical, yet I’ve managed to encounter customer experiences recently, personally and professionally, that leave me shaking my head.

Looking for help in all the wrong places

A couple of weeks ago we received a bill that had recently changed and I wanted more clarification on the price increase. My question was simple, and after searching for about ten minutes on their website, I decided to make a brief phone call in order to get clarification. My children were engaged in something that didn’t require my attention, so I figured since I wasn’t readily finding the information I needed online, I’d call and speak to someone. I was greeted immediately with a friendly sounding automation that informed me that I could speak my responses in lieu of typing a number to select my response. This seemed like an improvement to the automated customer service experience of the past. Ok, sure. I’ll play.

My first instruction was to state my reason for calling. It seemed like a long shot that the system would be able to decode my problem in this open-answer type prompt, and I was right. I was directed to another menu where I was to select one of eight different potential problems I needed assistance with – of course none of which applied. I was then moved along to the next menu, expecting at any point to encounter a “press 0 for an operator” option that never came. This is when my young children had some kind of immediate need that had to be addressed that very second or the world end, so I hung up the phone with the idea that I’d call back in a few minutes and attempt to bypass the automation altogether.

“Representative!”

After taking care of my children, and settling them back into an activity, I decided to try again to resolve my issue, this time with a different approach. As soon as the automation welcomed me to the phone call I began pressing numbers hoping to create confusion and yelling “Representative!” into the phone. This somehow worked, and I was able to speak with someone, but only after perseverance and about 45 minutes of wasted time.

Negative feelings linger

When I hung up the phone, while I had received the answer I sought in the beginning, I felt frustrated and annoyed. Clearly, as I am writing an editorial about poor customer service, these feelings have stuck with me and I let out a low grumble every time a correspondence from this company comes across my desk. Why did I have to try so hard to get an answer to a simple question? It seems as if companies have attempted to avoid communication at all costs with their customers. I understand having a tier one support option, maybe a FAQ page or similar, but during my pursuit for answers I began to feel as if they wanted me to give up. They were hoping I’d just say forget it and move on. If I was able to speak to a human, either on the phone or via the computer, I could have had my issue resolved in under five minutes – instead it took me nearly an hour.

Customer service matters

When starting a business venture it’s important to remember that your customers are an integral component to success. The image you portray extends beyond the quality of product you provide. If your customer doesn’t feel valued those feelings can tarnish even best deal they have received. On the flip side, if a consumer does feel valued they begin to associate quality service with a quality product, causing brand dedication, free word of mouth advertising, and a greater acceptance to change, including redesign and price increase.

The moral of this story is be sure the customer service funnel you have in place is effectively giving consumers the answers they need, with as little frustration as possible. Call your own automated help line, submit a ticket, and crosscheck your FAQs. Keep in mind that while the customer isn’t always right, the customer does like to feel as if they matter.

#ServeYourCustomersDummies

Megan Noel, a veteran ex-educator with a PhD in Early Childhood Education, enjoys researching life through the eyes of her two young children, while writing about her family’s adventures on IndywithKids.com. With a nearly a decade in small business and marketing, this freelance writer spends most evenings pouring over new ideas and writing articles, while indulging in good food and better wine.

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3 Comments

3 Comments

  1. Pamela Hartwell

    March 17, 2016 at 10:28 pm

    In pursuing a new career in real estate the disconnect is unfortunate but true in my experience on an almost daily bases. Trying to have plan for the recordings is not really possible. When the recordings start the iphone is put on speaker and other task can be performed while waiting. If I have to wait for the representative and be transferred to another dept., when the rep. gets on the telephone the stress level is so high I respond out of frustration and sometimes have to regroup for the reason of the call. There seems to be a disconnect created by the impersonal aspect of technology that extends to the relationship and function of our “Work.” Our service to man.

    • Lani Rosales

      March 23, 2016 at 10:53 am

      Very insightful, Pamela, thanks for adding that!

  2. Pingback: Social media is transitioning to in-app customer service - The American Genius

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Opinion Editorials

Facebook fights falsehoods (it’s a false flag)

(EDITORIAL) Facebook has chosen Reuters to monitor its site for false information, but what can one company really do, and why would Facebook only pick one?

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Reuters checks facebook

So Facebook has finally taken a step to making sure fake news doesn’t get spread on it’s platform. Like many a decision from them though, they haven’t been thorough with their venture.

I am a scientifically driven person, I want facts, figures, and evidence to determine what is reality. Technology is a double edged sword in this arena; sure having a camera on every device any person can hold makes it easy to film events, but deepfakes have made even video more questionable.

Many social media platforms have tried to ban deepfakes but others have actually encouraged it. “I’ll believe it when I see it” was the rally cry for the skeptical, but now it doesn’t mean anything. Altering video in realistic ways has destroyed the credibility of the medium, we have to question even what we see with our eyes.

The expansion of the internet has created a tighter communication net for all of humanity to share, but when specific groups want to sway everyone else there isn’t a lot stopping them if they shout louder than the rest.

With the use of bots, and knowing the specifics of a group you want to sway, it’s easy to spread a lie as truth. Considering how much information is known about almost any user on any social media platform, it’s easy to pick targets that don’t question what they see online.

Facebook has been the worst offender in knowing consumer data and what they do with that data. Even if you never post anything political, they know what your affiliation is. If you want to delete that information, it’s hidden in advertising customization.

Part of me is thrilled that Facebook has decided to try and stand against this spread of misinformation, but how they pursued this goal is anything but complete and foolproof.

Reuters is the news organization that Facebook has chosen to fact check the massive amount of posts, photos, and videos that show up on their platform everyday. It makes sense to grab a news organization to verify facts compared to “alternative facts”.

A big problem I have with this is that Reuters is a company, companies exist to make money. Lies sell better than truths. Ask 2007 banks how well lies sell, ask Enron how that business plan worked out, ask the actors from Game of Thrones about that last season.

Since Reuters is a company, some other bigger company could come along, buy them, and change everything, or put in people who let things slide. Even Captain America recognizes this process. “It’s run by people with agendas, and agendas change.” This could either begin pushing falsehoods into Facebook, or destroy Reuters credibility, and bite Facebook in the ass.

If some large group wants to spread misinformation, but can’t do it themselves, why wouldn’t they go after the number one place that people share information?

I really question if Reuters can handle the amount of information flowing through Facebook, remember almost a 3rd of the whole world uses Facebook. 2.45 Billion people will be checked by 25,800 employees at Reuters? I can appreciate their effort, but they will fail.

Why did Facebook only tag one company to handle this monumental task? If you know that many people are using your platform, and such a limited number of people work for the company you tasked with guarding the users, why wouldn’t you tag a dozen companies to tackle that nigh insurmountable number of users?

I think it’s because Facebook just needs that first headline “Facebook fights falsehoods”. That one line gets spread around but the rest of the story is ignored, or not thought about at all. If there is anything Facebook has learned about the spread of fake information on their platform, it’s how to spread it better.

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Opinion Editorials

Will shopping for that luxury item actually lower your quality of life?

(EDITORIAL) Want to buy yourself a pick-me-up? Have you thought of all the ramifications of that purchase? Try to avoid splurging on it.

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shopping bags

In an era of “treat-yo-self,” the urge to splurge is real. It doesn’t help that shopping – or what ends up being closer to impulse shopping – provides us with a hit of dopamine and a fleeting sense of control. Whether your life feels like it’s going downhill or you’ve just had a bad day, buying something you want (or think you want) can seem like an easy fix.

Unfortunately, it might not be so great when it comes to long-term happiness.

As you might have already guessed, purchasing new goods doesn’t fall in line with the minimalism trend that’s been sweeping the globe. Being saddled with a bunch of stuff you don’t need (and don’t even like!) is sure to make your mood dip, especially if the clutter makes it harder to concentrate. Plus, if you’ve got a real spending problem, the ache in your wallet is sure to manifest.

If that seems depressing, I’ve got even more bad news. Researchers at Harvard and Boston College have found yet another way spending can make us more unhappy in the long run: imposter syndrome. It’s that feeling you get when it seems like you’re not as good as your peers and they just haven’t caught on yet. This insecurity often arises in competitive careers, academics and, apparently, shopping.

Now, there’s one big caveat to this idea that purchasing goods will make you feel inferior: it really only applies to luxury goods. I’m talking about things like a Louis Vuitton purse, a top of the line Mercedes Benz, a cast iron skillet from Williams Sonoma (or is that one just me?). The point is, the study found that about 67% of people – regardless of their income – believed their purchase was inauthentic to their “true self.”

And this imposter syndrome even existed when the luxury items were bought on sale.

Does this mean you should avoid making a nice purchase you’ve been saving up for? Not necessarily. One researcher at Cambridge found that people were more likely to report happiness for purchases that fit their personalities. Basically, a die-hard golfer is going to enjoy a new club more than someone who bought the same golf club to try to keep up with their co-workers.

Moral of the story: maybe don’t impulse buy a fancy new Apple watch. Waiting to see if it’s something you really want can save your budget…and your overall happiness.

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Opinion Editorials

How to ask your manager for better work equipment

(EDITORIAL) Old computer got you down? Does it make your job harder? Here’s how to make a case to your manager for new equipment without budget worries.

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better equipment, better work

Aside from bringing the boss coffee and donuts for a month before asking, what is an employee to do when the work equipment bites.

Let’s be frank, working on old, crappy computers with inefficient applications can make the easiest tasks a chore. Yet, what do you do? You know you need better equipment to do your job efficiently, but how to ask the boss without looking like a whiner who wants to blow the department budget.

In her “Ask A Manager” column, Alison Green says an employee should ask for better equipment if it is needed. For example, the employee in her column has to attend meetings, but has no laptop and has to take a ton of notes and then transcribe them. Green says, it’s important to make the case for the benefits of having newer or updated equipment.

The key is showing a ROI. If you know a specific computer would be a decent upgrade, give your supervisor the specific model and cost, along with the expected outcomes. In addition, it may be worth talking to someone from the IT department to see what options might be available – if you’re in a larger company.

IT professionals who commented on Green’s column made a few suggestions. Often because organizations have contracts with specific computer companies or suppliers, talking with IT about what is needed to get the job done and what options are available might make it easier to ask a manager, by saying, “I need a new computer and IT says there are a few options. Here are my three preferences.” A boss is more likely to be receptive and discuss options.

If the budget doesn’t allow for brand new equipment, there might be the option to upgrade the RAM, for example. In a “Workplace” discussion on StackExchange.com an employee explained the boss thinks if you keep a computer clean – no added applications – and maintained it will perform for years. Respondents said, it’s important to make clear the cost-benefit of purchasing updated equipment. Completing a ROI analysis to show how much more efficiently with the work be done may also be useful. Also, explaining to a boss how much might be saved in repair costs could also help an employee get the point across.

Managers may want to take note because, according to results of a Gallup survey, when employees are asked to meet a goal but not given the necessary equipment, credibility is lost.

Gallup says that workgroups that have the most effectively managed materials and equipment tend to have better customer engagement, higher productivity, better safety records and employees that are less likely to jump ship than their peers.

And, no surprise, if a boss presents equipment and says: “Here’s what you get. Deal with it,” employees are less likely to be engaged and pleased than those employees who have a supervisor who provides some improvements and goes to bat to get better equipment when needed.

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