Social media is the new megaphone
Customer service, at both extremes, is like handing someone a megaphone for your business. As human beings, we love to tell stories about either the great service, or the poor service, we have received. Everything in the middle, that simply meets our expectations, seems to get lost in the flow.
I was sitting in a seminar recently listening to my good friend and social media expert, Chuck Hester, Communications Director at iContact, and I kept having these flashes in my head. I remembered back to my days at Moore High School when I would go to the basketball games and carry around this obnoxious, three foot long megaphone. It was loud to be sure, and while I’m certain that more than one player from the other side of the gym had ideas on how to silence the beast, it was very effective.
I started thinking about how social media has become the ‘new megaphone’ that can be used to cheer on our favorites to victory, or blast those we don’t care for with incredible force. In American history classes we learned about ‘The shot heard ‘round the world’. Social media takes a figurative concept and turns that into a literal reality. Anyone that has access to the Internet, can use that megaphone.
As we enter a new era of communications and empowerment of the consumer, customer service is visible, almost instantly, around the globe. While virtually every company on the planet proclaims ‘great customer service’ as their mission, we all know that for many organizations, this is lip service at best. As businesses, large and small have cut back and retrenched, customer service is one area that often suffers. This happens most frequently when the initial point of contact with your customer is overworked, under trained, unhappy, and not empowered to take care of the company’s largest asset, the paying customer.
At the seminar, they talked a little bit about ‘DellHell’ and how one customer was able to carry their service experience all the way to the national media with a simple recording. While I’m not motivated to go quite that far, I did have a similar experience recently, seeing polar opposites of the customer service experience on the same day.
After auditing our FedEx bill several weeks ago, we found several charges that were not appropriate, so I called and asked for a credit. They agreed to the refund and said it was taken care of. We pay our bill with a credit card, and I later found that they had charged me the full amount. When I called, I was told their system showed we were charged the amount after the credit, and that I could fax in a copy of my bill and they would cut me a refund check in six weeks or so. We’re a cookie company, not a bank, so I was not interested in loaning FedEx my money, interest free, for 45 days or more. So I disputed the charge, sent them the documentation, paid what I owe, and will let their accounting department figure it out. The rep I spoke with actually told me I should call back and check on the status of their mistake – right.
Later that afternoon, I was also balancing my expense account and noticed an additional room charge from Marriott for a recent trip to NYC. I called customer service and found there was some confusion regarding my reservation, and I was inadvertently billed for a room as a no-show. No problem – they refunded the charge that day. Outstanding!
So what’s my point? I did not get carried away and start posting and tweeting about my experience with either company. Maybe getting a dose of good and bad on the same day left me feeling satisfied. But this experience, combined with the social media seminar, has given me pause to think about this channel from a different perspective. As a consumer, I have powers that were not imaginable just a few short years ago. As a business owner, I want to make sure that everything we do at Anna’s Gourmet Goodies follows one simple philosophy – The Golden Rule. Treat customers, employees and vendors like you want to be treated. When you do that, almost everything else takes care of itself.
Whether you are a small business owner or a corporate executive, if you are not tuned in to the ‘customer facing’ part of your business and the potential impact of social media, you are driving with blinders on. The good news, according to the experts at the seminar, is that getting any feedback from customers is actually healthy for your business. Positive comments support your business and negative feedback gives you the opportunity to address issues and offer solutions that you may otherwise have missed. Rather that trying to build a large megaphone so that everyone can hear us, I’d much rather have thousands of satisfied customers shouting about the incredible cookies and over the top service they received from Anna’s Gourmet Goodies.
This past holiday season, with orders coming in fast and furious, I made a mistake when manually entering a credit card transaction for one of our customers, moving the decimal place to the right by a couple of digits. When she telephoned to let me know that “no box of cookies should cost that much”, we both laughed and I immediately credited her account not only for the mistake, but for the entire order. I was not about to tell her to “fax me a copy of the bill and we’ll send you a refund check in six weeks”. That would be really lousy customer service and certainly not the way I’d want to be treated by any company.