(15/06/2013) We might just make it. Did that thought ever cross your brain? Well, regardless, I would rather take my chance out there on the ocean than to stay here and die on this island, spending the rest of my life talking... Chuck Noland, Cast Away, 20th Century Fox (2000).
Last Saturday, the wife went shopping at Stanford Mall O.K., so that's not unusual and not particularly exciting or for most males.
The next day, she had a thank you email from the associate (there are no clerks today) encouraging the wife to call or better yet, come by (oh, we know what that means) if she had any questions/issues.
The associate even volunteered to let her know from time to time when there were sales, events she thought the wife would be interested in (whoopee!).
A pretty good customer engagement effort.
But a month before, we had ordered a new car cover from one outlet and sportswear from another.
Got an email from the online auto store welcoming us to the family, and asking us to take a look at the linked catalog and get some more great stuff at a fantastic 10 percent off.
We've received two other offers since still waiting for the car cover.
Got the sportswear and twice a week, we get an offer for more really neat stuff, sweet deals.
We'd like the first online store to know we're not interested in being part of their family have enough trouble with our own.
As for the second, six undergarments will last for awhile.
If we do, we'll ask the wife to go to the store.
She's a customer.
We're a target.
Chuck looked at the flood of friendly emails and equated it to his last trip, I shouldve never gotten on that plane. I shouldve never gotten out of the car.
Lonely Feeling People will talk your ear off when they want to help you understand why you need to buy their product, system or service. But then, as you try to get things going, you get blank stares you can feel over the phone, Internet.
Companies large and small (B2B or B2C) give a lot of lip service to customer contact/engagement, but what they really want is to sell something and drop them on a deserted island.
Meaningful Discussions
When you're ready to talk to them about something new, they're your long-lost forever buddies.
Companies have to come to grips with the fact that today's consumers and business customers are increasingly selective about which brands share their lives.
Born Listener/Advisor Some people just seem to be tailor-made to provide pretty good feedback and information. These people seem to have a sixth sense about what's wrong, what you need and how to resolve your issues. The key is listening to what the person is saying and not saying.
Prospective customers form impressions with every encounter, not with crafted messages, responses.
Interactions/touch points are no longer limited to marketing, sales or customer service.
They are spread across the entire organization because customers gain an experience, impression from everyone in your organization.
They read your online promo blasts, read reviews, read/respond to blogs, check social media posts, email, call.
Some firms are forming operational and decision-making customer engagement councils that involve people from every part of the organization CEO, marketing, communications, accounting, sales, customer support, production, shipping, etc. because no one today is hidden from or out of the customer's reach.
Changes need to be made, not just on projected financial returns; but also on how customer expectations are evolving, how competitors are changing their customer engagement focus and where the company may be able to win through superior customer engagement.
Not long ago, Mitch Joel, CEO of Twist Image, divided business into two distinct breeds:
Product Focus constantly evolving their product with tweets, updates and overhauls, focusing all of the attention on putting out the most interesting, most relevant products possible
Customer Focus making/selling products in volume with updates to stay relevant
If you read the recent article in the New York Times about people being unable to call in to today's Internet-based darlings, they firmly put themselves in this category by saying we don't take calls from people who want information, assistance use the Internet.
Wrong Wilson!
The customer should choose the means of communications and there are dozens that need to be monitored.
Uncomfortable Calls We've encountered really good/great customer support people and really bad/rotten customer support people. The good ones understand the caller is a little irritated, perplexed because things should just work. Sometimes the best thing they do is listen.
People call for many different reasons; but the key reason is they want information/assistance.
Phone Calls
People call, not because they are Internet illiterate, but because:
- Not everyone is really proficient with a keyboard.
- It takes time, effort to spell out all the issues and often leads to a prolonged discussion if the person gets a response for both sides to clearly understand the issue/solution.
- Sometimes, it's just easier to talk through what you think the issue is and what the person on the other end of the phone can visualize as a potential solution.
Looking at the issue philosophically, Chuck commented, We live and we die by time. And we must not commit the sin of losing our track on time.
We're Internet-Based Having real people as customer support responders is expensive and doesn't really scale very well. However, simply making you talk to the hand doesn't do much for the company, its products/services or a future relationship.
We understand why organizations don't like the calls:
Phones cost money
Pho
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(15/06/2013) We might just make it. Did that thought ever cross your brain? Well, regardless, I would rather take my chance out there on the ocean than to stay here and die on this island, spending the rest of my life talking... Chuck Noland, Cast Away, 20th Century Fox (2000).
