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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

If Reddit goes IPO, will it have to shed its soul?

(EDITORIAL) Reddit is known as a firebrand, a bastion of free speech, but if they go public, will they be able to remain as they are now?

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Reddit, the eighth-most popular website on the Internet, is reportedly considering an IPO. As a site valued at over 1.8 billion dollars, this is great news for the company itself – but how much of Reddit will remain if the IPO goes through?

Reddit’s history is steeped in controversy, from minor incidents such as invasion of privacy and a few creepily quirky community members to allegations of child pornography and egregious hate speech. While Reddit’s policy has allowed it to tighten posting restrictions regarding the latter two, the fact remains that Reddit – for all its usefulness – is viewed by many as a ticking time bomb.

An IPO would certainly lend back to Reddit a degree of credibility not seen since its inception, but the problem is that Reddit itself (the haven of free speech and original content that made it so popular in the first place) might not survive the offering. Given the platform’s controversial past, many believe it likely that stakeholders would move to tighten further the restrictions on the platform, ultimately ending a significant era in Reddit’s history.

Admittedly, Reddit has come a long way since its early days of supporting user-created content regardless of persuasion: this past year saw entire subreddits shut down for violating the terms of use regarding hate speech, and the platform certainly has cracked down on illegal and abusive content. Unfortunately, the history might be too much to shake off going forward, which is why we think that Reddit’s branding won’t be a part of the final IPO.

The platform’s developers’ dedication to free speech and truth-seeking is what makes Reddit so fantastic, and that’s not liable to change – it’s the most marketable aspect of the site, after all – but perhaps the rationale behind going public lies in a sense of duty rather than routine. 2017 has seen some of the most reprehensible instances of false reporting and deliberate misguidance in recent history; maybe Reddit’s team feels that they can provide a stable news platform at the cost of some personality.

At any rate, the IPO itself isn’t set in stone, and is unlikely to take place for quite some time. As the situation develops, it will be interesting to see if Reddit embraces its past, or sheds it altogether.

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Opinion Editorials

‘Follow your passion and the money will follow’ is bulls**t advice

(EDITORIAL) Following your passion can create success, though it may not be financial. So should you really just “do what you love” and hope for the best?

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follow your passion

If you asked anyone who knows me, they would tell you that I’m a strong advocate for people following their passion. However, when I encourage people to pursue their dreams, this comes with a big asterisk.

I recently heard someone use a phrase along the lines of, “if you do what you love, the money will follow.” Um… no.

While it’s great that you’ve found something you’re passionate about, that’s only a trillionth of the battle. You need to be willing to work your ass off and be willing to sacrifice everything in order to make that enthusiasm into a success.

Most people that have started their own business will tell you that it took a while into the process to begin paying themselves. Again, if it truly is your passion, this is all worth it in the end. But if you like food and shelter, it might not be.

Say, for example, your passion is acting and your goal in life is to become a famous movie star. Now, you can’t pull a Tobias Funke and simply say, “I’m an actor” and then expect everything to miraculously fall into place.

Like any other passion, you need to invest in yourself. You’ll need to get headshots, take acting classes, and find a flexible day job that allows you to go on auditions. Cutting corners on any of this in order to expedite the process or save a few bucks will end up hurting you in the long run.

For the sake of this article, let’s define “passion” as loving something so much you couldn’t imagine doing anything else… you would even do it for free. And, as there is no correlation between having passion for something and money, you just might.

While doing what you love is admirable, be aware that it may take an incredibly long time to see results in the form of numbers. Because of this, it’s wise to always have a back up plan to support yourself financially and pursue passion with a strong business plan in tact.

It is never wrong to want to follow your passion. I personally think that everyone should give it at least something of a shot during the course of their career so that you never ask “what if?” But following passion because you read a cliche statement can lead to major financial and emotional losses, so put on your business hat before blindly chasing dreams.

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Opinion Editorials

Tech CEO tweet ruins years of a young designer’s hard work

(EDITORIAL) With a tweet here and there, thoughtless questions have potentially bullied a young Asian woman in tech out of her career.

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naomi wu tweet

It’s hard enough for women, particularly women of color, to make it in the world of tech, without rude jerks questioning if you literally exist.

Sadly, that’s what happened to Naomi Wu, also known as “SexyCyborg,” a 23-year old cyberpunk superstar from Shenzhen, China who has amassed a huge following for her 3D printing experiments and other techie pursuits. Wu has 140,000 followers and millions of views for her YouTube channel, where she shows off her experiments and provides educational tutorials.

Unfortunately, some rude dudes from America can’t seem to imagine that a young Asian woman is capable of the feats that Wu has accomplished.

Dale Dougherty, CEO of the DIY magazine Maker (and an official schmuck), has cyberbullied Wu so badly that it is said to have damaged her career. He tweeted, “I am questioning who she really is. Naomi is a persona, not a real person. She is several or many people.”

This despite the fact that Wu says that she has actually spoken to Dougherty, and that he knows she is real. “For Westerners who don’t understand the important of reputation in China it seems like a very minor thing,” says Wu, “it is everything here and there’s no repairing this.”

Wu has even lost a sponsorship deal from a 3D printer company over the accusations that she isn’t who she says she is.

Dougherty eventually apologized, but Wu says that “the damage had been done” at that point, and that Dougherty knew the accusations would be “devastating” to her “reputation and professional prospects.”

Wu says that the attack is motivated by white male entitlement to tech spaces.

She says that she can’t imagine Dougherty attacking “a white lady from San Francisco.” Wu has been an advocate for diversity in tech and maker spaces. “I kept pushing for more inclusion – not just me, other underrepresented people,” she says. “They didn’t like being pushed. This is payback.”

We stand behind Wu as she continues to push the edge in tech spaces, and say shame on you to bullies who won’t make space for women and racial minorities. Sorry you’re not as cool as SexyCyborg, but that’s on you and you need to get over it.

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