Engaging With Customers And The Not-So-Silent 3rd Party

In reading the following exchange, consider these questions:

• What was the customer’s expectation about delivery time? Who set that expectation: The customer? The company? Some random 3rd party?
• Was the customer being reasonable? Should that have mattered to the Company rep in crafting a response?
• In addition to the delay in the delivery, what was it that really got the customer ticked-off?
• Did the Company’s first response address the customer’s real concern?
• What did the rep who took over for the second response do that turned the whole thing around?

Customer’s initial email: Hello. I placed this order yesterday and the recipient still has not received the e-card delivery. I usually get same day delivery of e-cards from other companies. What’s going on with my purchase? Please advise. Thank you.

REP #1 (Company’s first response): Thank you for contacting (Company name) Customer Service. (Company name) has to verify the that the funds are available before releasing the virtual gift. 

Customer’s second email: Thanks for responding. But why are you wasting time defending your sub-par performance? This is real feedback from a real customer who just paid you $x00. Don’t you want to improve your service? Other vendors validate quickly and send the e-card out within an hour.

REP #2 (Company’s second response): I appreciate your consternation regarding how our gift cards work and the response you received from my coworker. I am hoping that our system will improve and work more efficiently, as our competitor’s systems do. As our customer, we do appreciate your business and any feedback about our service. I am more than happy to forward along your concerns to those with the ability to make changes. I hope that your words will provide the motivation needed to make our system more streamlined, which will not only benefit our customers, but everyone in the company in the long run. Please don’t hesitate to contact me directly at the email address below if I can help in any way. Thank you for being our valued customer! Thank You!!

Customer: Thanks, (Name of Rep #2). This is much better. It’s too bad this comes as initiated because of a disappointing experience, and unpleasant though it might be, it is no less valuable, maybe more so, than when someone gives you a 5 on a mindless survey or tells you how awesome or amazing you are.

REP #2: I agree 100%. Feedback, both positive and negative, is necessary for growth and improvement. I hope you’ll come shopping with us. I understand if you choose not to. Have a nice weekend! Thank You!!

Customer: Of course I will! You have good merchandise, packaged smartly. We’re going to sign up for your classes!

REP #2: Glad to hear it. You will have such fun! If there is ever anything I can do to assist you, please don’t hesitate to ask.  Thank You!!

It turns out that whenever you’re dealing with a customer, you always have another not-so-silent other party involved: The marketplace in general and past course of dealing with your competitors help set expectations for your performance.

What do your customer interactions look like/sound like? Spend some time reviewing some emails and listening to some calls.