Customer Service Only Works if It's Done Right

by Skip Cohen

Great Customer Service is one of the best tools for building your business—when it's done right. That means quick response time, solutions that make sense to the customer, and an attitude that shows your sincerity, passion for the craft, and respect for the customer.

But done wrong, like Buick is currently doing with me, it undermines everything a company does. Here's the short backstory:

I took my car in for service. The check engine light was on, and it turned out to need a new turbo. It's only got 30,000 miles on it and has not been driven hard. It's a warranty repair, but the car shouldn't be driven for long distances. Buick has no idea when they'll be getting the part, and the dealer forecasted the end of September—maybe! So, I contacted General Motors.

At 8:15 pm last night, I got a call from General Motors. This was the third time I was told a call that was supposed to come to me earlier hadn't happened because they had technical phone problems! In addition, the rep from corporate told me they still have no idea when they'll have the part but promised to keep me informed!

Meanwhile, I had already heard from the dealer a couple of days ago. They found the part at one of the GM plants, and it's already been shipped. Buick at the corporate level had no idea what they're doing! 

But this saga is not without a bit of humor - the General Motors Facebook page just sent me this notification since I've been actively complaining about the terrible service. Rising fan? NOT!

Buick's corporate approach is an excellent example of  what NOT to do...but here are a few tips that are important to building your business:

• Response Time: Do you check your email and phone messages multiple times each day? You need to respond quickly to set yourself apart from your competitors.
• Get Your Facts Right: You'll accomplish nothing if you don't take the time to listen and understand the customer's problem. 
• Finding Solutions: Whether it's you or a member of your team, work to find solutions to challenges quickly. And when there is a problem, NEVER hide from an angry/frustrated customer.
• Don't Over Delegate: I'm on my third "advisor" from General Motors. This new person is from another group, the Part Delay Department. Apparently, I'm supposed to feel good that my complaint has been escalated up a level of importance. What good is escalating it if nobody takes responsibility and is always pointing the finger at somebody else?
• Exceeding Expectations: Every customer interaction is an opportunity. From the quality of the products and services you offer to each inquiry and interaction with the public - never walk away saying, "That's good enough!" 
• Simplicity: Too many of you have policies and disclaimers on your website that would scare an IRS auditor. Keep things simple in your policies. For example, I still don't understand the purpose of Buick having Customer Service at the corporate level if nobody has any power to do anything!

Here's my point in today's post: Customer Service should be one of your greatest assets—make your word mean something. Don't "buick" people (yes, I did just make it a verb!). When there's a problem, confront it quickly and contact the customer with solutions, not excuses. ​

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Customer service is the experience we deliver to our customer.
​It's the promise we keep to the customer.
It's how we follow through for the customer.
It's how we make them feel when they do business with us.
Shep Hyken