Actively & Strategically Managing Brand Perceptions: Customer Care
“And all the king’s horses and all the king’s men…”
Taking liberty with the line from Humpty Dumpty may not be the best analogy, but my point is that all the resources available to the brand team and the marketing department are irrelevant if customer service is not a priority.
Several years ago I worked for a manufacturing company whose management team started a customer service “initiative”. They determined this meant getting the product in the customer’s hands in just one day (amongst other things). Most of their efforts were focused on making this happen. The reality was the customer didn’t care about a one day turn-around. They cared about getting the right product, in a reasonable timeframe (3 to 4 days) and having a live person on the other end of the phone when they needed help.
As branding and marketing professionals we recognize we no longer control the conversation about our brands to the extent we did before social media. Customers now have ongoing conversations about their experiences. And these conversations are not just about their product experience. They are sharing their service experience as well.
There are many ways to provide customer service. Remember when Target decided to put “greeters” in the front of their stores? They were obviously copying their key competitor. I don’t know about you but I could not help but think of their competitor each time I walked in the door and saw the greeter. Someone must have had an epiphany at Target because the greeters are gone now and appear to have been replaced by knowledgeable people who are in the store aisles asking if they can help you find anything. Personally, I prefer this type of customer service – it’s less superficial.
Been to Ace hardware lately? Their customer service was exceptional. Not only do the sales people know their products, they also provided sound advice on how to install the plumbing fixtures I needed. Each time I’ve returned, someone is always there asking me how they can help. Couldn’t get that kind of help from the big box store (and I tried several times). So my loyalty has shifted to the company that understands customer service and lives their brand promise.
The difference in companies offering consistently good customer service is that they don’t think of service as an “initiative”. It’s not just a talking point. Rather, it’s a way of life that’s cascaded throughout the organization. Management rewards employees for living the brand by providing great service. Hiring practices include considering people who have a strong desire to foster exceptional customer service. Employees are encouraged to think of additional or unconventional ways to please their customers.
As marketers, we should realize we do not control our brand position – customers do – especially through social networks. Consumers don’t want an ambivalent sales or customer service rep. They used to just tell their friends (or anyone willing to listen) about their experience. Now, they will post their experience – allowing them to reach way beyond their friends and circle of influence. Brand profitability is increased when customers keep returning and referring new ones, either through word of mouth or through online interactions and reviews. As the economic boom of the past grinds to a halt, those brands that fail to deliver exceptional customer service are at a great disadvantage.
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