Is Your Customer Service Killing Customer Loyalty?
As marketers, we spend a lot of time, money, energy and brain power designing and building programs that will drive inquiries, close sales or increase brand engagement.
And once a sale is secured, we move into loyalty mode, lovingly nurturing that customer to buy more and buy more often in order to derive a long term revenue stream and ROI for the marketing investment.
So what the hell is wrong with the customer service folks?
Didn't they get the memo that says, "Our customers are those people who make sure you get your paycheck. So let's treat them with respect, concern and understanding. Because if we do, they'll keep buying from us again, and again and again."?
Apparently, the customer service folks at Dell never got the memo—and shame on them, because they've now lost my business for life.
Granted, I run a smaller agency and my lack of future purchases will not put Dell out of business. But I think there's a big lesson that many companies can learn from my experience, and that's to take a moment to really examine what goes on inside these departments.
For the record, we've been purchasing Dell products for well over 10 years now. Laptops, towers, printers, screens ... you name it. My IT guy likes the ease of ordering online and the ability to carefully customize each of our purchases for the user.
So when we recently did a little expansion by hiring a new employee, we turned once again to Dell for a new desktop PC. Little did we know it would be the last transaction we'd ever make with them—and all because of how we were treated when something went wrong with the order. Here's a quick factual summary:
- Friday, Aug. 24: Order placed online.
- Monday, Aug. 27: Order ships.
- Tuesday, Sept. 4: According to the FedEx tracking number, the order was delivered and signed for—unfortunately, FedEx delivered it to the wrong company at the wrong address!
- Thursday, Sept. 6: FedEx reroutes package to us. It arrives and appears to have been opened and resealed. Since this is a PC, I don't want an opened box, so we try to refuse the delivery. FedEx persists and requires us to contact their customer service to arrange a return to sender.
- Monday, Sept 10: FedEx picks up tower.
- Monday, Sept 10: Alert Dell; they promise to "expedite" a replacement order.
- Friday, Sept 14: Dell informs us the PC is still "being built."
I must interrupt the facts to say "Wha--?" When we ordered the first time, it took them 2 days to build it. But when we ordered our replacement, it's now taking more than 5 days to build the same computer? It only gets better ...
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.