Who Are the Best of the Best? (1,161 words)
November 2000
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Customer service can make or break a company. What's the old saying, "Once bitten, twice shy"? Many customers simply won't give you a second chance if you screw up an order or don't treat them right in the first place. Provide them with the tender loving care they think they deserve, or they'll simply take their business elsewhere.
That's the bad news. The good news is that the reverse is also true in many cases. Treat your customers well, and you'll have their business for life.
So what does it mean to take good care of customers in the high-tech high-touch environment in which we do business in 2000? "Today, caring for customers does not simply entail efficient service with a smile—it means giving customers what they want, however they want it," says Millie Park, director, Customer Care Solutions for DiaLogos Inc. In addition, she adds, "It means knowing them well and anticipating their needs."
According to Park, "Many companies in both the online and off-line world take good care of their customers from a service aspect." However, she says that few companies handle customer care effectively across all available channels and touchpoints, including direct mail, Web, telephone, e-mail, interactive voice response, etc. In the online world, for instance, she says e-tailers and airlines have been leaders in providing a high level of service and differentiated treatment, but they have a long road ahead. In these industries, products and pricing are no longer a point of differentiation that can be used as a competitive advantage.
"They've recognized that building customer loyalty is key to sustaining their growth," says Park. Customers are demanding personalized care whenever and however they choose. Those companies that offer superior customer care will be rewarded with customer loyalty, increased business and referrals."
And one more important point before you run out to beef up your company's own customer service policies and programs. Customer service programs created merely as part of a marketing strategy to make you "look good" don't cut it, asserts Liz Kislik, a telemarketing consultant. You have to really mean it and follow through in terms of providing great service—whether it be in the form of helpful teleservices reps, easy returns or a great loyalty program.
So which direct marketing companies are doing customer service the right way? We asked some experts in direct marketing and customer relationship management for their picks of companies that represent customer care at its best. Here's what they told us.
Sam J. Young, vice president, marketing, U.S. Cavalry, Radcliff, KY:
"When I consider great customer service, I immediately think of Williams-Sonoma. For the retail store experience, they cannot be beat. It is a pleasure knowing that the sales associates will always be in a good mood and willing to answer all of my questions. Helpful associates take the necessary time to find the products I want. They shipped out-of-stock items free of charge to my home from other stores several states away. Two days later, they went above-and-beyond by following up via a telephone call to my home.
"Ross-Simons also stands out above other companies. Pleasant, knowledgeable people handle my orders, questions and special requests with ease. It is a great experience when you feel good after spending money somewhere."
David Precechtil, vice president, operations, IPD Co. Inc., Portland, OR:
"My pick would have to be Lands' End. I believe I have been purchasing from them for over eight years. In that time they have consistently treated me well, and they have gotten EVERY SINGLE ORDER CORRECT! They're not a splashy company, but I appreciate the way their service reps treat me. There's no artificial use of first name or buddy-buddy chatter, but sincere, friendly, helpful people assisting me with my orders.
"Naturally there's the product that starts this whole relationship up. Their apparel appears as-advertised, is comfortable and wears wonderfully. If I remember correctly I have only returned one or two items, and they stood behind their product fully. Just what I expect from a company I plan to have a long-term relationship with."
Barbara Pachter, consultant, Pachter & Associates, and author, The Power of Positive Confrontation.:
"My favorite service provider from a customer standpoint is undoubtedly FedEx. I use them a lot and the packages are always there. The way they have their information on the computer makes it very easy for my assistant to track them. They deliver on their promise, and they make it easy in terms of logistics. I've never (knock on wood) had a problem with them.
"I usually get limos when I fly somewhere. I'd like to point out The Limo in Boston run by Steven Firstenberg. I use them a lot, and I asked the driver if he knew where I was going and he said yes. He was very nice. He carried all my packages and everything, but he took me to the wrong hotel and was gone by the time I realized. There was no reason for him not to leave. It was just a mistake.
"The next day, when he came to pick me up he was mortified. He apologized and made absolutely no excuses; he didn't charge me a thing. That's the kind of company I'll continue to use."
Scott Bryant, vice president, operations, The Mark Group, Boca Raton, FL:
"I'd single out L.L. Bean—and not just because I worked for them for 14 years! Customer service is truly part of their culture. The relationship they develop with their customer is key to their whole philosophy of doing business. That service attitude, grinding it out every day is ingrained in every employee's work ethic there.
"As Leon Gorman himself used to say, 'Serving the customer is something we do every day.'"
Ann Vesperman Olson, vice president, customer services, Lands' End, Dodgeville, WI:
"I've always had good experiences with Banana Republic in their stores. Among other top companies in terms of their customer service, I'd have to single out Midwest Express airlines, and two Seattle companies: Pike's Place Fish Company and Nordstrom's.
"All the companies I mentioned share the following traits which make them stand-outs for me:
"1. They take time to understand MY needs.
"2. They personalize the experience to my needs.
"3. They stand behind their products."
John Deneen, director of Electronic Commerce, Real Goods Trading Corp., Santa Rosa, CA:
"My number one is Coldwater Creek. I'm a catalog shopper who's converted to an Internet shopper. I would put Coldwater Creek on that list because of the 'Instant Help' on their Web site. With tools like this, it sure looks like they are striving to keep up-to-date with the latest in internet customer service technology.
"Number two is Wells Fargo. Here in California they now have online banking. It's a very easy way to get the latest information on your balance, latest checks cashed, and more. They offer more information than you could get from a teller in the bank. And it's free."
That's the bad news. The good news is that the reverse is also true in many cases. Treat your customers well, and you'll have their business for life.
So what does it mean to take good care of customers in the high-tech high-touch environment in which we do business in 2000? "Today, caring for customers does not simply entail efficient service with a smile—it means giving customers what they want, however they want it," says Millie Park, director, Customer Care Solutions for DiaLogos Inc. In addition, she adds, "It means knowing them well and anticipating their needs."
According to Park, "Many companies in both the online and off-line world take good care of their customers from a service aspect." However, she says that few companies handle customer care effectively across all available channels and touchpoints, including direct mail, Web, telephone, e-mail, interactive voice response, etc. In the online world, for instance, she says e-tailers and airlines have been leaders in providing a high level of service and differentiated treatment, but they have a long road ahead. In these industries, products and pricing are no longer a point of differentiation that can be used as a competitive advantage.
"They've recognized that building customer loyalty is key to sustaining their growth," says Park. Customers are demanding personalized care whenever and however they choose. Those companies that offer superior customer care will be rewarded with customer loyalty, increased business and referrals."
And one more important point before you run out to beef up your company's own customer service policies and programs. Customer service programs created merely as part of a marketing strategy to make you "look good" don't cut it, asserts Liz Kislik, a telemarketing consultant. You have to really mean it and follow through in terms of providing great service—whether it be in the form of helpful teleservices reps, easy returns or a great loyalty program.
So which direct marketing companies are doing customer service the right way? We asked some experts in direct marketing and customer relationship management for their picks of companies that represent customer care at its best. Here's what they told us.
Sam J. Young, vice president, marketing, U.S. Cavalry, Radcliff, KY:
"When I consider great customer service, I immediately think of Williams-Sonoma. For the retail store experience, they cannot be beat. It is a pleasure knowing that the sales associates will always be in a good mood and willing to answer all of my questions. Helpful associates take the necessary time to find the products I want. They shipped out-of-stock items free of charge to my home from other stores several states away. Two days later, they went above-and-beyond by following up via a telephone call to my home.
"Ross-Simons also stands out above other companies. Pleasant, knowledgeable people handle my orders, questions and special requests with ease. It is a great experience when you feel good after spending money somewhere."
David Precechtil, vice president, operations, IPD Co. Inc., Portland, OR:
"My pick would have to be Lands' End. I believe I have been purchasing from them for over eight years. In that time they have consistently treated me well, and they have gotten EVERY SINGLE ORDER CORRECT! They're not a splashy company, but I appreciate the way their service reps treat me. There's no artificial use of first name or buddy-buddy chatter, but sincere, friendly, helpful people assisting me with my orders.
"Naturally there's the product that starts this whole relationship up. Their apparel appears as-advertised, is comfortable and wears wonderfully. If I remember correctly I have only returned one or two items, and they stood behind their product fully. Just what I expect from a company I plan to have a long-term relationship with."
Barbara Pachter, consultant, Pachter & Associates, and author, The Power of Positive Confrontation.:
"My favorite service provider from a customer standpoint is undoubtedly FedEx. I use them a lot and the packages are always there. The way they have their information on the computer makes it very easy for my assistant to track them. They deliver on their promise, and they make it easy in terms of logistics. I've never (knock on wood) had a problem with them.
"I usually get limos when I fly somewhere. I'd like to point out The Limo in Boston run by Steven Firstenberg. I use them a lot, and I asked the driver if he knew where I was going and he said yes. He was very nice. He carried all my packages and everything, but he took me to the wrong hotel and was gone by the time I realized. There was no reason for him not to leave. It was just a mistake.
"The next day, when he came to pick me up he was mortified. He apologized and made absolutely no excuses; he didn't charge me a thing. That's the kind of company I'll continue to use."
Scott Bryant, vice president, operations, The Mark Group, Boca Raton, FL:
"I'd single out L.L. Bean—and not just because I worked for them for 14 years! Customer service is truly part of their culture. The relationship they develop with their customer is key to their whole philosophy of doing business. That service attitude, grinding it out every day is ingrained in every employee's work ethic there.
"As Leon Gorman himself used to say, 'Serving the customer is something we do every day.'"
Ann Vesperman Olson, vice president, customer services, Lands' End, Dodgeville, WI:
"I've always had good experiences with Banana Republic in their stores. Among other top companies in terms of their customer service, I'd have to single out Midwest Express airlines, and two Seattle companies: Pike's Place Fish Company and Nordstrom's.
"All the companies I mentioned share the following traits which make them stand-outs for me:
"1. They take time to understand MY needs.
"2. They personalize the experience to my needs.
"3. They stand behind their products."
John Deneen, director of Electronic Commerce, Real Goods Trading Corp., Santa Rosa, CA:
"My number one is Coldwater Creek. I'm a catalog shopper who's converted to an Internet shopper. I would put Coldwater Creek on that list because of the 'Instant Help' on their Web site. With tools like this, it sure looks like they are striving to keep up-to-date with the latest in internet customer service technology.
"Number two is Wells Fargo. Here in California they now have online banking. It's a very easy way to get the latest information on your balance, latest checks cashed, and more. They offer more information than you could get from a teller in the bank. And it's free."
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