GlobalBX

Recently, I was in the Midwest driving to one of our newest retail partners for our NewerTech product line. Normally, these trips are enjoyable. After all, it was a new sales opportunity, a new (what I hoped would be a) long/profitable relationship and a new way to meet consumers’ product needs. But it wasn’t fun. I was driving in one of those horrible winter fogs … in an unfamiliar area. It reminded me of today’s business … we’re surrounded by so much information, so many ideas, it’s difficult to see tomorrow’s opportunities.

Big Data is often touted as the business GPS – the gathering of information, ideas and thoughts from everywhere, which creates more fog instead of a clear view of the road ahead. The industry now has a lot of very good Big Data tools to monitor key words, issues, track sentiments, spot negative situations early, track buzz and even determine who is behind the buzz. Combine that with the organization’s internal metrics and brand/product tracking research and you’d expect we would have a clear view of the road ahead. The more Big Data you have, the more you want because that next bit of data might be the answers you’re looking for.

Big Data people like to tell us that the more data you gather, the more you dig around in it, the better your chances of finding the solution/product people will want/need. There’s so much data being dug up that Big Data people are having a tough time finding the useful, meaningful data. No wonder it’s so easy to get lost. It’s time to stop and ask for directions. More precisely, it’s time to get into the people listening business instead of the mining business. The newness, uniqueness of the Web and social media wore off long ago; and one-way communications, pushing out messages is not only a waste of time; it’s an insult to the consumers’ intelligence.

They check prices at a keystroke. They form impressions from every encounter. That’s why customer service isn’t just about taking complaints and shooting out replies. Today’s customer not only understands after-sale service, they expect it and take it for granted. They post online reviews – good and bad – and often the reviews center on how well the company listened. According to a recent ClickFox report, solid customer loyalty and long-term customer relationships are built by listening and gaining their trust.

Paying Attention – The best way for a company to succeed is to listen to and respect customers. That means providing the very best service possible every time, all the time and knowing the person and his/her history with the company when they call, Tweet or post. Humans don’t interact with information; they interact with humans. That’s why it’s important to ensure everyone in the organization knows, believes that customer service is an essential part of the company’s DNA.

The highlights of my day are when one of our team members sends me comments from customers like these:
“Hanna – Thank you for the very timely updates …. I appreciate them and it was my fault that this order had problems. I looked through my old OWC file … and it was almost embarrassing to read about how much OWC has done for me over the years to further my career. Anyway, Hannah, thanks so much for you going ‘way beyond the call of duty’ on this order. OWC should be very proud to have an employee like you.”

“I contacted you folks for guidance on upgrading two older MACs. Chas is one of the most helpful people I have ever dealt with regarding computer issues. He answered all of my questions, found the options I could consider, did not push me to buy or not to buy, completed my order and provided insights about the upgrades I had in mind Thanks!!”

“I am a new customer. Cynthia helped me out with my computer and installing a solid-state drive. She was amazing, she was awesome, very friendly, very kind and I am ecstatic now. I was a little frustrated earlier, but she helped me through the process so simply. I just wanted to let you know what a great customer service rep she is.”

You may say customer feedback like this isn’t out of the ordinary because it’s what a customer expects today. True. The difference is that by sharing it with the entire team, you give the individual recognition among his/her peers and reinforce how important the customer is to the company.That’s a lot more effective and a lot more valuable than any Big Data pile! Whether it’s a phone call, an email or a social media post, you’ve been given an opportunity to have a conversation; open, interactive dialogue with that person.

One of the key things you need to avoid is overwhelming the consumer with how much you know. Don’t try to impress them with your creativity, your expertise. Customers come to you seeking answers and help and they think you might be able to help them. Forget the clutter, keep things simple and listen. Even when they’re frustrated – and they often are by the time they contact you – you’ll be surprised how willing they are to work with you. It’s true that it doesn’t take long and you’ll hear the same tales of woe, the same questions, the same issues again and again.

But… It’s a first for the customer. It’s important to the person telling you the story, asking the questions. This is an individual, another human being, expressing his/her concerns and suggestions. This conversation is new and unique. Your answers are just as new and unique … backed by a strong history of accumulated knowledge. Acknowledge them, make them feel valued, respond appropriately by either coming up with a solution that works for them or giving them a timeline when you will have an answer for them. Then, follow through.

Sometimes it feels easier to simply ignore the disgruntled customer. Just remember they seldom complain … they just don’t come back. That’s why it’s less important how many calls/responses sales and support people handle in an hour than the fact that he/she made each customer happy before moving on to the next opportunity. It’s as simple as asking “Is there anything else I can do for you today?” You’re not done serving the customer until he/she is satisfied.

As Decision Simplicity recently noted, consumers aren’t really interested in having a relationship with you, they simply want assistance in making the right decisions and fast, friendly assistance. No company can remain in business if it doesn’t understand that consumers and business customers have a strong voice in what the company does, how it does it, how it is viewed, how it succeeds. And consumers and business customers are willing to tell you if you simply listen. It’s a lot less time- consuming and stressful than driving through the Big Data gathering and analysis fog.