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.

Experience v. Youth

Speaking to a friend about retirement she told me that she had a few more years to go. She wanted to get her financial foundation a little sounder before making the decision. She went on to say that she recently received a retirement assessment package from her employer outlining her current and future pension options. The package was personally addressed and written as a response to her inquiry. The thing was, she hadn’t made an inquiry. As time went by she heard from other employees similar to her age and seniority who had also received their “requested” retirement materials. When it came to hiring and promotions of late there appeared to be a bias towards younger people. Was the company sending a message with the retirement package mailings?

It is not unheard of. Some corporations feel older employees are more expensive due to their salary and benefits. Younger, newer hires do cost companies less money. They can be hired for a substantially less salary and are willing to accept it. Many companies are eliminating pension programs, instead, offering new employees 401(k) matches and other savings programs. Saving the company money in the long term. Companies embracing a youth movement are looking for new ideas from employees who are more familiar with current technology. 

Targeted “retirements”

In March 2018, ProPublica, an independent non-profit newsroom, published a report claiming that IBM systematically laid off 20,000 employees age 40 and over between 2013 and 2017. Up into the 1980s, IBM was the technology giant. As the technology rapidly changed over the next twenty years and companies like Apple challenged IBM, they were faced with a massive and aging workforce. To compete, IBM felt that they needed to reduce their workforce and begin hiring younger, more tech-savvy employees.

ProPublica’s investigation revealed, in part, that IBM devised performance point-rating systems that favored younger employees with fewer years on the job. Older employees were rated as their skills being out of date. These employees were offered retirement packages or were relocated to an office across the country with the ultimatum to move or retire.

The Older Workers Benefit Protection Act (OWBPA) was passed by Congress in 1990. The OWBPA prevents employers from discriminating in benefits based on age, firing only older workers when cutting staff, or demanding that older workers waive rights and without taking safeguards into consideration. However, the burden of proof is on the employee to show that the company let them go based solely on age. Without records, overt acts, or documentation this can be difficult for an individual employee to prove. In the IBM case, the corporation went so far as to have employees who accepted packages to sign agreements that they would not take part in any future class actions.

But what about experience? 

Is it worth pushing out experienced workers to make room for youth? Does cost cutting make up for the loss of institutional knowledge? Older employees have a lot to offer. They’ve been with the company through thick and thin. They are able to mentor younger employees in systems and procedures. Historically, older employees are dedicated to doing the best possible job and are often the ones who find and correct errors. Errors that could cost the company lots of money if overlooked. While a new set of eyes is always welcome, past experience can sometimes save hours of work that will eventually end up at the same conclusion.

Savings?

Cutting bloated salaries and benefits might sound good but the overall cost of turnover may not justify it. Jack Altman, CEO of Lattice, posted an article in the Huffington Post in January 2017, How much does employee turnover really cost? Altman cites research by the Center for American Progress who determined that the average economic cost to a company of turning over a highly skilled job is 213% of the cost of one year’s compensation for that role. He uses the following example, ”If you are a 150 person company with 11% annual turnover, and you spend $25k on per person on hiring, $10k on each of turnover and development, and lose $50k of productivity opportunity cost on average when refilling a role, then your annual cost of turnover would be about $1.57 million.”

Altman summarized by saying that companies should analyze four major areas:

·       Cost of hiring

·       Cost of onboarding and training

·       Cost of learning and development

·       Cost of time with an unfilled role

He also provided this link to Calculate the Cost of Employee Turnover for yourself. 

The quick decision to cut costs through salary and benefits should be closely examined. There are not always textbook answers to everyday issues. You need veterans of your business to lead and show the way.