Circling Back:  Going the Extra Mile in Customer Service

Bobblehead DollIt is no secret; I am a doctoral candidate.  On Facebook, I advertised my dissertation to find participants to engage in my dissertation data collection.  My dissertation is all about the role of the trainer in call center training.  I am looking to answer some specific questions about what a trainer does, their role in training, and flush out details about the role of the call center trainer in establishing genetic memory.  My first ad on Facebook, believe it or not, received more direct respondents than my second or third attempts.  That the respondents accused me of being fake, a troll, and committing several bodily functions on their timelines bothered me greatly.

When mentioned to representatives from Facebook, who could see the comments and the original ad, the representatives reflected less care than I would have ever imagined.  Yet, Facebook claims to be “customer-centric,” “customer-driven,” and “customer-obsessed.”  LinkedIn, AT&T, Sprint/T-Mobile, Bank of America, Navy Federal Credit Union, and many other companies make similar claims and act similarly, where the professed policies are disconnected from reality, and the only person who suffers is oddly the customer.  Then, the agents representing these companies are then asked to “go the extra mile for the customer.”Pin by N D on Jokes | Dilbert comics, Work humor, Funny picture quotes

When going the extra mile was first addressed, leadership, training, business processes, and organizational communication all were aspects to the foundation to helping an agent “go the extra mile.”  More needs to be discussed on “going the extra mile” and delivering upon the promises made by leadership.  However, the discussion is useless unless followed swiftly by concerted action; thus, this article asks for and directly inspires action.

Compounded Leadership Failure

Let’s begin with reality and address the 300# gorilla.  To the leaders of companies, customers are listening, and they are not stupid!  Whether you believe this or not, your customers do, and they do not like what they see.  AT&T, LinkedIn, and Facebook regularly inundate me with the voice of the customer surveys, new products, performance surveys, surveys, surveys, surveys.  These are not the only companies demanding answers and resources from customers, but these companies are especially egregious at this practice.  Tell me, why does nothing ever change in customer approach, customer service, customer care, and the voice-of-the-customer always appears to fall on deaf ears?Colin Powell quote: Leadership is solving problems. The day soldiers stop bringing you...

Leadership never collects qualitative and quantitative data and then uses this information to make change, drive visible customer affecting policy shifts, or even act like the customer is worthy of being listened to.  How do we, the customers know we are not being heard; the agents do not have the ability to affect change.  I called Xfinity/Comcast; I have an issue, I get nowhere with the agents, but I am still expected and offered multiple times the voice-of-the-customer survey to help improve customer relations.  I invest my time in completing the survey; I even indicate a return call to discuss the scores is acceptable, only later do I discover that the voice-of-the-customer data is never worked, customers are not called, and the company does not care.

Poor Leadership #inspirational #motivational #quotes | Bad leadership quotes, Leadership quotes ...If you are sending a survey out, you need to address the survey results.  Publicly with your agents, transparently with your shareholders and investors, and clearly and openly with your customers.  By refusing to do these things, the leadership failures in demanding customer resources to complete surveys are wasted, compounded, and the customer is listening!  Worse, the customer is sharing this information with other customers and is openly looking for options to replace you and your company!  By publicly claiming “customer-obsession,” “customer-centricity,” and “customer-first” propaganda (e.g., marketing promises), you are making a commitment.  Failure to honor that commitment delivers a “Used Car Sales” pitch, and lawyers and politicians become more trustworthy than you and your company.  Customers are tired of “Lemons” when paying for cherries; is this clear enough?

Who is your first customer?

To every person claiming the first customer is a service or product purchaser, you are WRONG!  Your first customer is your employees.  Yet, employee abuse remains central to employee churn.  Asking your employees to “go the extra mile” for an external customer and not seeing the business first go the extra mile for them is disheartening at best to your employees.

I am intimately familiar with a well-known company, its operations, and its customer commitment.  The company does an excellent job in employee relations, which leads to year-over-year success with external customers.  But the company has some deep-seated problems they are working on, and because they are honestly working on these issues, I am willing to give them anonymity for their efforts.  One of the most fundamental issues this company has is in product delivery; the operations in the warehouse prioritize outbound (customer shipping of products ordered) to the exclusion of quality.  The products are more important than the people, which is a growing pain for this company.Tiger Team

By forgetting that the first customer is the employees, this group churns at phenomenal rates compared to other business units.  Why?  Because of the insanity of being left out of customer service.  Company benefits, time-off, vacation policies, “swag,” free merchandise, etc., none of this compensates for irrational operations that fundamentally treat the employee poorly and in a confused manner.  If your company is “customer-focused,” then employees are top priority, and in making them top priority, they look after your external customers more efficiently, more expertly, and they will build a fatter bottom-line through “going the extra mile.”

When was the last time your employees were honestly engaged in voice-of-the-customer surveys and results?  When was the last time the employees knew they were the top priority in your business?  When was the last time operational policies and procedures were adjusted to remove confusion about employee worth and value?  Tell me, are your shareholders and investors treated better than your number one investor, your employees?  If so, your shareholders should be raking the current leadership over the coals for robbery and theft.  Reduced bottom lines because of employee treatment should be a significant issue of discussion by the shareholders and investors, for this is nothing short of robbery. You are compounding another leadership failure through employee abuse, which increases costs and lowers bottom-line performance, e.g., robbing the investor and shareholder because you have refused to provide your first customer simple customer recognition, let alone service.

Going the Extra Mile

Before a supervisor, team leader, director, or other leaders in your business organization asks for an employee to “go the extra mile,” rate that leader on this question, “Have they already walked two miles with the employee?”  If not, that person is asking for the impossible.  No extra efforts can or ought to be sought when leadership fails to first show and do what it takes to walk two miles with an employee.

Call Center BeansWant to know a secret?  When the leader first walks two miles with the employee, that leader never has to ask anyone to “go the extra mile,” EVER!  Your best leaders, your followers, are the people who, instead of looking forward first, make it a priority to look sideways.  These leaders are experts at lifting the talent needed to look forward to a higher level.  Looking sideways includes value-added training programs, professional paths to progression, recognizing and praising efforts honestly and frequently, delegating assignments and tasks, and being actively engaged in delivering “customer-centricity” to the employees.  As a supervisor, team lead, director, etc., your first customer is those who follow you; what have you done lately to prove customer obsession to them?

By the way, your first customer is listening, awake, and actively engaged in either growing or leaving, all based upon how you treat your first customer.  I suggest taking heed of them.?u=http3.bp.blogspot.com-CIl2VSm-mmgTZ0wMvH5UGIAAAAAAAAB20QA9_IiyVhYss1600showme_board3.jpg&f=1&nofb=1

If you want to be part of my dissertation research, please reach out to me using the following email address: msalisbury1@my.gcu.edu.  Please help me help you and your company through value-added research.

© Copyright 2021 – M. Dave Salisbury
The author holds no claims for the photos or images used herein, the pictures were obtained in the public domain, and the intellectual property belongs to those who created the images.  Quoted materials remain the property of the original author.

Why Should Your Customers Remain Customers?

Bobblehead DollMy wife is mad at me; I was relating an email survey experience where a financial institution had sent me a customer service survey.  I described the truth, I have no reason to remain a customer and feel less than enthused at remaining a customer.  My wife fearing I had been insulting, derogatory, or denigrating, got mad at me.  I explained my position and how I had answered the rote questions, and she is still not happy.  But, her position and my position bring up an interesting point, centered around the following question, “Why should a customer remain a customer?”

Use My Name!

Daily I receive programmed emails from multiple companies.  Do you know how I pick the ones I want to do business with?  They know my preferred name and use it!  What an incredible concept; since the early 1990s, we have had the technology to put in names, create mailing lists, and use people’s preferred names, and businesses still struggle with this concept.  Why?

LookI have several titles, want my business, know and use my titles.  Pick one, and use it!  How can a company claim they “know their customers” when that company cannot use the customer’s preferred name or title in addressing that customer?  I have worked hard to earn a Ph.D.; I do not expect everyone to call me “Dr.,” but it sure as anything beats being called “mister” all the bloody time.  Worse, I still hold several ranks and positions that come with titles. I could be addressed using them, but even with a preferred name on many company customer profiles, I get that lazy customer service representative that calls me Mr. Salisbury!  Guess what company I am going to ditch at the first opportunity?Shhh----Don--t-Say-A-Thing--Just-Listen--Don--t-Talk.jpg (500×273) | The beauty and danger of ...

On the topic of names, if I say, “everyone calls me Dave,” and you continue to call me “Michael,” “Mike,” or “Mr. Salisbury,” you are either not listening, or your company has the worst policies for addressing customers.  Guess what company I will end my business relationship with post-haste?  I have given permission to use a preferred name, use my name.  Listen to me!

Listen!

Job Interview Cartoons ~ Silly BuntActive listening can be faked!  Customer service agents, I know active listening can be manufactured, I have been a customer service agent, I know your stress, I know your job, and I know your problems.  Thus, to your bosses, I appeal; stop the active listening drama!  If you are not stressing reflective listening to your employees, where they and the customer reach a mutual understanding, you are not doing your job leading customer relations!

My wife claims that conclusion is “Too harsh.”  I disagree vociferously.  Here’s why!  Remember how I just related how I had informed customer service agents, “everyone calls me Dave,” and the agent continued to call me everything but my preferred name.  Failure to listen remains the number one customer complaint for a reason; the agents are not listening to reach a mutual understanding.  Too often, they are not even attempting to listen actively but are listening to respond, responding to the voices in their heads and not the customer!Joke of the Day | Joke of the day, Funny quotes, Single words

Do you want better customer survey responses; try listening, then acting, then listening again.  Not speaking; listening, acting, listening, acting; it’s a pattern worth doing!  Yet, too often, what is the pattern found, maybe listening, speaking, maybe listening, token action, maybe listening, half-hearted action.  Wait for the customer to become frustrated and go away.  Guess which company I am going to be ending my business relationship with quickly?

Respond!

AP 20.96 Short-Answer Questions (SAQ) - Bello's Reference Page - Use GOOGLE CLASSROOM for all ...I have four companies who I have informed (several times) I no longer can do business with them.  They continue to send me emails asking for my business for old properties and cars I no longer possess.  Listening is but half the answer; you must also respond with definitive action.  How many times does a customer have to relate to your business they have moved?  I did business with a windshield repair company in Phoenix, AZ.  Good company, good service, but for the next three years, I received calls from them monthly, and I had moved out of their service area.  They were told this month after month, I was promised month after month this was the final call, and month after month, I received another call.  Guess whose recommendation I deleted online?

People ProcessesBusiness processes matter; honoring your word matters, displaying trust, integrity, and fulfilling a promise made all matters in the customer relationship long before the product or service is discussed.  Yet, how often are these issues on shaky ground, before the ink is dry on the service contract or the receipt for goods?  I have a cell phone provider I detest; I long for the day I can finally walk free of this provider and never look back.  Because their customer attention is deplorable, I feel used and abused every time I interact with this company.  I have the same problem with my current Internet provider.  When your customer service is so deplorable, you have to climb to become terrible; there is a problem that colors, signage, marketing, and gimmicks cannot fix!

Why Would I gladly Pay a Higher Price; Service!

Skillet Mac and Cheese with Crispy Breadcrumbs Recipe - Southern LivingI was in the supermarket, my wife asked for a treat.  To her, a treat is a bowl of deli mac & cheese, potato salad, or a bag of potato chips.  As I was in the deli and they had her mac & cheese, I bought mac & cheese.  My wife was shocked, I paid, what to her was an exorbitant price for the mac & cheese, but I was glad to pay the price.  The counter worker wrapped the mac & cheese package in plastic wrap to protect it from spilling, was pleasant, remembered me from a previous visit, and made my day.  The service was well worth the extra cost.

I kept going back to this store, making purchases long after this deli person was transferred to another store closer to their home because the service level did not go down.  Thus, I remained satisfied to pay extra for the service I received.  Walking on a cane, with labored breathing, and having a service representative walk with me, not ahead of me, so I feel like I have to race, is a significant service I would gladly pay more for.  I felt respected and remembered from visit to visit, even if I was sporadic in visiting for over a month.2mm to Sales Mastery | Customer Obsession: Creating "Wow" Moments That Leave a Lasting Impression

Long before the product or service costs are discussed is the customer experience.  If the customer experience fails, you can have the coolest products and the best access to services and fail because you forget the customer experience!  Getting back to the financial survey I just completed, it was full of Likert-style scale questions.  If your company employs a Likert question on a survey, you need a follow-up self-directed qualitative question to explain directly after.

Likert-Style Surveys

Likert-style questions are a quantitative researcher’s bread and butter, showing the relationships between agreement and disagreement on a broad scale.  Generally, on a scale of 1-10, these questions and scales have come to be represented by emojis, colors, statements, and more as technology has advanced.Top 10 Likert Scale Examples for your next survey! | QuestionPro

I completed 15 Likert-styled questions before I was asked why I rated the company as “Neither liked or disliked, neither favorable nor unfavorable.”  Okay, so quantitative data is easier and less expensive to collect, collate, and report.  But, if your customer survey is only collecting qualitative or quantitative data, you are only collecting half the story and none of the customer experiences!  However, you cannot simply ask ½ the questions qualitative and ½ the questions quantitative and expect anything but GIGO.  Careful planning is key to customer survey results worth your time and the customers time!Likert scale questions, survey and examples | QuestionPro

A customer satisfaction survey should first be an instrument of dedicated action!  Where your best and brightest in customer relations work to analyze, report, and propose efforts to satisfy the customers.  They investigate survey findings.  They respond to survey questions and concerns, address real people, and produce tangible results.eCommerce Customer Surveys | An Ultimate Guide 2021

A customer satisfaction survey is not the time, nor the place, for cute emojis and colorful pictures depicting customer attitudes.  Can the customer survey be more than black and white; naturally.  Remember that the customer survey is not where you go to flash and spin; this is where the customer goes, tells the truth, and expects action, not to be played with.  If the customer takes the time to complete a survey, there is a reason, find the cause, know the customer, and win.

Knowledge Check!These are but three basics, fundamental points at the start of the customer relations journey.  If you cannot get these three points right, the rest of the trip will be short, painful, and not fulfilling for you or your customers.  Worse, the experiences will be remembered, and people have this nasty habit of not forgetting bad experiences.  Why do the majority of people despise the DMV; because the majority of customers have experienced the most frustrating issues of their professional lives at the hands of the DMV agents.  Governments abuse their customers, which is as bad as customer interactions get, and everyone feels betrayed when the government and bureaucrats use them.

You are in the private sector; you have competition; your first question daily should be, “Why should my customers remain, my customers?”  When you answer this question, your customers will hear the answer loud and clear!

© 2021 M. Dave Salisbury
All Rights Reserved
The images used herein were obtained in the public domain; this author holds no copyright to the images displayed.