Do the first words you hear from a customer service representative send a chill up your spine? “It’s our policy….” is a clear sign the company is in dire need of a customer service policy reassessment. I just know that whatever comes after those three chilling words will not be good news from my point of view. Nor will it endear me to the company or build the loyalty that comes from a satisfied customer.
“It’s our policy…” immediately alerts me that the company cares nothing at all about me as a customer or what my situation might be. It also shows me they really don’t care what I feel about their company, their products or services. All those three deadly words mean to me is that whatever business relationship we had is beginning a downward spiral.
I purchased a telephone amplifier over the Internet for my elderly mother who was coming to live with us. It wasn’t a major expense, somewhere around $35.00. Our situation changed and we found we would not need the unit. As it had never been opened or used, I contacted the supplier and attempted to return it for a refund. Explaining my situation, I was immediately hit with those dreaded words: “It’s our policy to not issue refunds for anything after 30 days.”
Do you offer goodwill or just opt to annoy customers?
Instead of offering goodwill to a customer to build a relationship for future sales, this company opted to annoy and lose a customer. They could easily have taken back the unopened, perfectly good item. It would have been simple to resell. They could still make their profit plus have a satisfied customer, or two, or more. They could have charged a small re-stocking fee. What their customer service policies did was lose a customer. A customer who happens to be a member of a growing demographic of those nearing retirement age. Many in this same demographic will also be taking on the care of aging parents. They chose to send away ideal customers for their product line.
A company culture that builds customer service and experiences around policies set up as barriers to satisfied customers is doomed to failure. Customer experience is one of the last areas where companies can differentiate themselves from their competitors. A wise and successful company empowers employees to do everything reasonably possible to satisfy their customers. They create policies from the outside in — with the customer in mind — not from the inside out.
Customer service policies: treat people fairly and with respect.
Aren’t satisfied customers important to the success of your company? Of course they are. Customers can recognize when it seems they are not important. They remember being made to feel like they are important to your company and you want them to return. They also remember being made to feel uncomfortable or undervalued. They will come back again and again because of exceptional treatment. They will also tell others when they are well served – or when they are not. It is up to your firm to decide how much value there is for you in creating positive customer service policies.
I’m sure many of you have had similar experiences with companies that are pretty much clueless when it comes to customer service and experiences. Please share your experiences with us below.
Hi Terri,
Its only by being an ‘awake’ customer, do you realise the impacts of processes & aspects of a business to a consumer.
Although, ensure all first contacts are bad, so your can over-achieve on rectifying them is probably not a good idea.
Matthew
Matthew:
Seems that too many companies set up policies to ‘protect’ themselves from their customers. Weird point of view if you want to attract long term, loyal customers — assuming you need protection from them. Thanks for your comment.
Terri