Got Customer Service?

by Paula Santonocito

Prediction: 2010 will be the year when customer service comes to the forefront. In fact, it will separate those organizations that survive and thrive from those that continue to struggle.

Why? In 2009, the emphasis was on expense reduction, and accordingly talent management technology product and service providers reduced prices and renegotiated contracts.

However, as business ramps up, users of these products and service will want optimum results from their investments. Quality will matter, and not only in terms of end product. The human element will go a long way toward maintaining and cultivating relationships.

What constitutes good customer service? As you're holiday shopping, notice the difference between stores, online and off, that get it and those that don't.

Here are two examples of recent consumer experiences that fall into the latter category.

Scenario Numero Uno: A mild mannered reporter for a great metropolitan newspaper (uh, make that "great global website") walks up to the customer service counter of a chain retail store, knowing in previous years she has purchased gift cards at the desk. Our heroine waits (somewhat) patiently in line, only to have the customer service rep point to a display of gift cards several feet away and tell her she should take a card from the rack and then go to any register. Of course all the registers have long lines.

Better solution: The customer service rep should have offered to wait two seconds while the woman obtained a gift card, and then she should have processed the transaction.

Scenario Numero Dos: The same woman orders holiday cards online. When a certain amount of time goes by and she hasn't received the cards, she calls to follow up. The customer service representative tells her the cards are backordered and there is no information available about a ship date. She also says the woman should have received an email. When the customer says she didn't, the customer service rep says an email is supposed to get generated. No apology and no alternative are offered. The woman says, "Cancel my order."

Better solution: The customer service rep should have apologized for the inconvenience and offered to replace the backordered cards with an available item, and offered to ship the replacement cards express delivery at no charge.

Admittedly, these seem like minor incidents, but from a customer standpoint they stand out. And it's the little, daily interactions that contribute to or detract from a company's reputation.

How about your company? You've got great talent management solutions, right? Have you got customer service?