Communication is Key

Customer communication can solve many problems

Readers of this blog know that one of my customer service pet peeves is communication. Many headaches can be avoided by keeping customers informed. Even if it’s bad news, getting “in front” of the problem will result in better customer interaction and build trust in your business.

Communication with a company in which I’d completed business caused both irritation and satisfaction. Thompson Creek Window Company had installed windows. Touch-up work was necessary after the job was completed. Although scheduled for a month later the process was smooth and painless. There had been quoted a two-hour arrival window in a confirmation email. On the appointed day, the scheduled timeframe passed. I called to check. The two-hour window surprised the customer service rep as their policy is usually four, but at this point, that wasn’t the issue. When was the tech arriving? The representative made a call and I was told that the tech had been delayed due to a problem at another site. I would be the last call of the day and the tech would call a half-hour before arriving.

The end of the [business] day came and no call-no repair tech. Well, sometimes they arrive after hours to finish the scheduled jobs. That didn’t happen. Day wasted. The first thing the next morning I’m on the phone to work it out.

The customer service representative was empathetic and apologetic. Good start. She said she would “investigate” and get back to me. I put investigate in quotes because I found that an interesting choice of words. Regardless, it made me (the customer) feel that she took the matter seriously and would actually get answers.  (Read I’m in your way, to see how simple words can change a customer’s experience)

It took a couple hours but the customer service rep did get back to me. And she had really investigated what had happened.  She explained the company’s internal communication process and policies. She then explained where the failure occurred. In my case, the repair tech had been delayed beyond the appointment time and emailed the service coordinator. However, that email was after hours and the coordinator was out of the office the next day. 

She offered the explanation not as an excuse but as factual reporting. I thanked her for the explanation and for being so thorough. She said that she tries to respond to customers the way she would like to be treated. While I understood their process, I explained that a call directly to the customer at the time of the missed appointment would have helped; it would have been more welcome than no communication. The customer service rep sincerely took my suggestion. She then scheduled my repair for the first available date, which was within three business days.

Not offering excuses and providing a thorough answer definitely deescalated my situation. I’m sure some customers would have been more irate and would not have accepted the answer, but hey, the appointment had already come and gone, what could the representative have done at that point. Except for provide-Customer Service.

Another positive experience that started out as an inconvenience occurred at a Chick-Fil-A. I had placed an order using the mobile app for pickup. The order went through and the payment processed.  When I arrived at the restaurant, it was closed for remodeling. Now what. Luckily, I’m in an area that pretty much has two of everything in a short drive. I hop over to the next nearest restaurant ready to tell my story. Once inside I ask for the manager. A sentence into my dilemma and she asks to see my mobile order to confirm. Without further explanation from me, she processed my order. I complimented the manager for being on top of the issue and her reply was, “Thanks, but we’re really not on ‘top of it’ if the app is still accepting orders”. She immediately got on the phone and I could overhear her speaking to someone about the problem. 

Both of these examples exemplify how communication is essential to customer service. My experiences started out poorly due to a lack of communication but both ended positively. In both instances, the problem was identified, what was suppose to happen explained, and the problem fixed with little effort on the part of the customer. 

Read more articles on Customer Service 

Communication key to customer service

Keep your customers informed

Customer service is where businesses lose and maintain customers. It is also something that can be fixed.  The more information you give people and the faster you deal with issues, the more customers you’ll retain.

NewVoiceMedia’s 2018 “Serial Switcher’s” report found that businesses loss $75 billion a year due to poor customer service. Naturally, that varies by the size of the business and, of course, the state of their customer service. Small business owners rarely can afford to lose business, especially due to treating customers poorly.

Don’t be defensive

When presented with a problem human nature makes us want to defend our position. Sometimes that is accomplished in a passive manner by making excuses. Sometimes more confrontational. Instead, we should be empathetic and ask ourselves what can be done to make it better.

Lack of communication

A big issue with poor customer service is poor communication. Either before the problem arises or after it has been brought to the attention of the business. Most issues can be avoided by communicating with customers. Like in public relations, getting out in front of problems will save you headaches later. If a problem is identified from within that will lead to dissatisfied customers, let them know. The more information they have the less likely they may complain, they may even be sympathetic to your problem.

Lack of communication allows the customer to mire in the situation and build ill will towards the company even before the problem is addressed. This is why the poor customer service reps have to start with customers who are already ramped up to a 7 on the first interaction. That’s if the customer personally makes contact. Most complaints today are expressed online either through bad reviews or social media posts. Once that happens the complaint reaches a much larger public audience and is there to stay. Some businesses address these complaints by deleting bad comments or reviews. Not only does this mask the problem it also will affect their search engine rankings, which may cause poor search results.

An example comes from personal experience. We were having problems with the delivery of our newspaper. (Yes, I still read daily news printed on paper) After a week and a few automated reports of no paper being delivered the problem seemed to be corrected. The next week a representative from the paper called to ensure everything was back to normal. Seems they had a carrier quit unexpectedly which caused the delivery issues. While I appreciated the call to make sure service had been restored, wouldn’t it have been better to call when the problem occurred? Let the customers know that they are experiencing manpower issues, explain corrective measures, and that service would be restored shortly. I know I would have been more sympathetic and appreciative.

Sometimes a simple communication of thanks sends a surge of goodwill to customers. One time I received a thank you note after an online purchase. The card was handwritten with the simple message, ‘Thanks for keeping the lights on”. I’d never had any in-person interaction with this company, but receiving a handwritten thank you went a long way in my assessment of the company and definitely enticed me for future business

Communicating with customers at the earliest point of a problem is one of the best ways to avoid complaints. If you’re having an issue that will affect service or the customer experience let the customer know before it is recognized or goes public. This starts on the frontlines. Employees have to know what they are allowed to handle in their purview and what is the company position.

Lee Cockerell, former Executive Vice President of Operations for Walt Disney World Resort, explains in his podcast, Customer service is not a department but is an attitude. Employees at every level should be empowered to serve the customer.  

Please refer to the blog archive for more posts on customer service.