 Are
You Pulling in the Same Direction?
I
am amazed at the effort companies put into building
service brands on the outside, yet how fragmented they
can be on the inside.
When fragmentation on the inside is experienced by customers
on the outside, real trouble is brewing for the brand.
My student, KP, bought a new notebook computer at his
nearby Mega-Mall. He was already brand-loyal –
this was his fourth computer in a row from the same
company.
The notebook came with automatic one-year coverage.
KP paid $1,300 extra for an extended three-year warranty.
Unfortunately, someone smashed the window of his car
and stole the new computer within a few months of purchase.
The next day, KP saw the same computer advertised in
the newspaper and called the telephone number listed.
The company does not sell direct to consumers, but promised
to refer his request to an official ‘reseller’.
The reseller never called. KP contacted the company
again. This time the reseller did call, but was completely
unaware of the advertisement in the newspaper. KP explained
exactly what he wanted and stressed his urgent need
for a new machine. Two days later, the reseller sent
him a quote for a completely different and more expensive
computer.
KP was now desperate to reconnect and incredibly frustrated
by the poor service. He bought a new computer of a different
brand…from a different reseller.
What a shame! The computer company lost a lifetime loyal
customer due to a weak link in the sales and service
chain. I wonder how many other urgent sales leads are
lost in this chasm of poor reseller service?
KP then called the company, asking for a refund of his
extended three-year service warranty. The computer had
been stolen before the warranty started, so the computer
company had no financial exposure, no liability, no
risk.
The company did not call back for two weeks. KP called
again and was told his request had been referred to
the Legal Department. Another week passed before the
Legal Department replied, ‘No refund.’
KP asked to speak to the Legal Department Manager, and
was refused. The company sent another notice stating,
‘The policy is non-cancellable. No refund.’
What a crying shame! This company took in $1,300 for
an extended warranty they will never fulfil from a customer
already saddened by the theft of his computer.
What a perfect time to show compassion and flexibility,
provide a refund or at least credit towards another
product or service. What an ideal moment to restore
loyalty to the company. What a terrible time to count
on the Legal Department for world-class customer service.
Key Learning Point
Your service reputation
is built, or destroyed, in every moment of customer contact.
If your marketing, delivery or service partners are weak,
your reputation is at risk. If one department is
out of touch, your service image takes the hit.
Can you afford to partner with people who do not protect
your reputation? Can you allow one department to sabotage
your commitment to quality and customer care?
Action Steps
Make a visual map
of every business partner you rely upon. Then map each
department that makes contact with your customers. Now
rank them all from best to worst in quality, flexibility,
competence and customer care. Take a hard look at the
bottom 25%. These are the weakest links that are likely
to offend your customers and colleagues, and do damage
to your future.
Don't let it happen. Make the decision now: either bring
them up with firm support, or throw the bums right out.
Next Article in Customer Service Guarantees >>
The 'Friendliest Airport in the World'
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
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