I Hate Customer Satisfaction

I have, in the past week, been completely underwhelmed by the customer service delivered by a number of businesses. From some of the biggest (and definitely most profitable) to some very small, one person operations, the service levels have been shocking.

It may have just been a bad week, and this is not a personal vendetta against any particular company (although in my rage at the time it was an attractive option) but rather an opportunity to reflect on some of the ways to improve customer service using technology.

So why do I hate ‘Customer Satisfaction’. Who wants to be satisfied? I want to be "wowed". I’m satisfied by the job my dentist does, I need to be thrilled by any part of my holiday experience, pre, post and during.

The internet and new technologies allow us the opportunity to offer outstanding customer service. From personalized online itineraries, and preference setting facilities allowing customers to select what they would like for breakfast, to providing daily updates on what is happening in Cape Town or Durban by SMS.

There are many ways to enhance the customer experiences of your products and services. Start with the simple, easy to implement options, which yield good returns.
All too often businesses start looking at complicated, highly sophisticated solutions rather than making sure the simple items are done perfectly.

Take the Test.

1) In a world where people expect immediate answers, how long is it before a potential client gets a personal response to their request. Not a "we have received your email and you are important to us……" Even more critical how long before a person gets a reply to a problem, complaint or issue?

2) Do you offer your clients the opportunity to be updated via SMS?

3) Do you allow clients to chat to you using instant messenger or Skype?

4) Do you ever personally send your clients links to websites, news items, reviews, videos or stories about the places they are going to visit or have just returned from?

5) Do you ever pick up the phone and call your client, or is yours one of those websites where you try to hide as much as possible from the client, giving them only an anonymous web form if they want to contact you?

6) If you are an accommodation, do you provide good quality Internet access?
7) Do you require customers to send or receive faxes? The world has moved on, it is called email!

If answering any of those left you feeling uncomfortable, you didn’t pass. Why are you not doing these things – it cannot be cost related?

If you feel you passed the test, well done. You are at least playing the game but to win the hearts of your customers now is the time to step up a level.