Power to the People (Saturated Market)

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Power to the People

Customer service. Yes, we've all heard how important it is. And rightly so. After all, any company's life is absolutely dependent on having (and keeping) customers. Judging by the way it's been hammered home by every teacher I've had and all the talk of Customer Relationship Management (CRM) being bandied about, you'd be inclined to think that it's obvious just how paramount it is.

But I don't think the true power of customer service is entirely recognized. To illustrate my case, I'd like to present a brief story about a drama that is unfolding right now. Names have not been changed, mostly because I don't know any of them. According to reports from a friend embroiled in this situation, there is an online company that specializes in selling either individual parts or entire sets from a hobby company. The manufacturing company and this parts company are not affiliated. This is one of the largest parts-selling companies outside of the actual manufacturer and their subsidiaries.

On a forum devoted to this hobby (one of the three largest on the internet, thanks to its steady stream of "sneak peaks" into coming releases), a user posted their experience with the parts company. It details a story of an error in shipping, that when the user attempted to remedy it, was given a coupon and promised free shipping next time they ordered. When they ordered the next day, they were told the coupon had expired. After this post went live, my source and several other users posted similar tales of mistreatment after poor shipping and lack of corrective measures. One even detailed an email reply that had been forwarded around the office, and sent to a customer with the employees comments still attached, one of which included an accusation about his motives, complete with use of the "f-word" in regards to the customer. After this went on, an employee who was on the forum posted a poorly worded response (lacking in an apology), and was caught saying that some people are just impossible to please. Shifting the blame onto the customers.

This thread has apparently reached well over 3000 views so far. These are all people who will tell their friends, who will in turn tell their friends. This is a PR nightmare.

Getting back to my point, customer service is now more vital than it has ever been, thanks to two huge factors: (1) customers are now more savvy and full of clout than ever before, and (2) yes, you guessed it: the internet. The internet has made information widely available (well, we all knew this), and has made it so easy to inform or opine. As I said above, that's roughly 3000 people at least who may never use that company's services. That's pretty rough, considering this is a niche market.

This is especially important for an online business. After all, if your customer service reputation just took a broadside on a popular internet forum, and you do business over the internet, you're gonna hurt a while. It's absolutely vital to maintain proper customer service, ESPECIALLY if something goes wrong. And for God's sake, if you're going to make fun of your customer by forwarding a complaint around the office, delete your snarky self-righteous comments! Ouch, man.

In order to end on a positive note, let me give you an example of flawless customer service. I ordered a mug from an online business as a Christmas present. I ordered early enough for it to arrive in time. However, due to backordering, no updates to my order on the website, and some unexplained delays, it did not arrive before I left for the holidays. I emailed them to ask what had gone on. When I returned, I found the mug waiting for me. So I informed them that it had arrived. I then received a reply to my original complaint, that they had sent me a replacement. I rushed to inform them that it had arrived, and that I had made the mistake. The following is the actual verbatim reply to that email:

Thanks for the message. Your replacement mug has already been shipped. Please keep the replacement as a token of the underwhelming delivery speed of your first order.

Also, let me note that this was a $20 mug, with a $10 shipping charge. $30 is nothing compared to what else I might spend at that site over the next several years (which until then, was going to be $0). THAT is how you do customer service. Keep that in mind.

The customers are revolting. And I don't mean gross.

Until next time,