Customer Service Communications

Yesterday, we got a welcome surprise from a store where we had recently purchased a new couch.  They called to offer us a $750 gift card!  I had complained that I was unhappy with the installation of the couch and that it took 3 visits for them to get it resolved.

That made me start thinking about feedback and communications to companies.  I have been very successful at getting issues addressed:

• The hotel I stay at in Michigan never has our rooms ready when we arrive.  They recently sent me a $100 gift certificate.
• Another hotel I stayed at a few years ago had several issues that made our vacation there less than perfect.  They gave me all my frequent traveler points back.
• An airline that had taken all my frequent flier miles for not flying them in three years reinstated my points.

I have had lots of luck where most people would simply give up.  If I reverse engineer why, it is many of the same reasons we tell clients when designing communication campaigns:

1. Targeting matters.  [an executive is more willing to respond and take action than a customer service agent]
2. Timing matters.  [when is the target not in meetings, working, and not having their messages screened]
3. Channel matters.  [letter, fax, call, e-mail…which is mostly likely to get a response]
4. Message matters.  [clear, to the point, call to action, fact-based]
5. Tone matters.  [professional not angry]

Another great example I often use is around buying appliances.  When we were redesigning out kitchen 3 years ago, I went to the store and asked the first sales person if they did price matching.  He said yes but with a bunch of caveats.  I walked five feet from him to the next sales person and asked the same question.  He said of course, asked what we were interested in, our timing, and what research we had done.

I pulled out a list of the products we wanted with a grid of pricing.  Together we found the best time to buy, and I saved 40% off MSRP for the kitchen.  Since, I have bought appliances for a new house and had several other people buy from him.

What’s the point here??  You have to try multiple times.  If you want to communicate with someone and you have a legitimate value proposition for them, you need to reach out several times.

Remember…WIIMF…What’s In It For Me.