Adventures in Customer Service, Part 3 of 3

We started discussing the epic fail of AT&T customer service over here in part 1, and continued in part 2.

Let’s finish up our list.

INAPPROPRIATE UPSELLING

It’s day 5 of my outage and I’m on my last call with AT&T to verify that a tech would, in fact, show up at my house, after having to cancel my participation in my martial arts class and any other activity I’d planned, because who knew when – and if – a tech would actually show up?

Plus, I'm getting very, very irritated at 1) the really bad hold music and 2) being repeatedly nagged about texting and driving.

So, on Saturday, I am one seriously pissed off and unhappy customer.  I have mentioned in this call and the one the night before that I am now comparison shopping alternatives to AT&T Uverse because of this incident.  I am a customer with one foot out the door.

Why yes, I've completely failed to serve you!
Would you be interested in giving me more money?

So, what does the CSR try to do as the call is ending?

She tries to upsell me into buying cable and land line service.

I'm not kidding.

So, hey, here's an idea -  instead of trying to sell me more services why not offer me something to prevent me from comparison shopping and dropping your service completely? 

I’m not blaming the CSR as an individual – she’s obviously measured and rewarded on upselling products and services.

She apparently has zero incentive to placate me or see things from my point of view or attempt to prevent me from looking elsewhere for service – she has an upsell quota to meet. Her needs and AT&T's needs are what's most important, not mine.  AT&T is her boss, not me.

Yesterday (Wednesday) a communication arrived at my house from AT&T.  Was it an apology for the outage, and a confirmation of the credit I would receive as a result?

Ha! Ha! As if!  Nope, it was yet another attempt to upsell me into more services - a special offer of discounts on additional services.

Well, that's an other piece of mail for the recycling bin. Thanks, AT&T.

LESSON LEARNED: AFTERMATH OF AN EPIC FAIL

After this Adventure in Customer Service, I say that AT&T, with all of their money, process, and training, is failing in providing excellent customer service in an epic way.

In every interaction with me, AT&T put their needs ahead of mine.  They put words ahead of deeds.  They demonstrated that their so-called “caring” about me is a joke, as they did not understand or seem to want to understand what I really needed from them.

I know, should anybody at AT&T read this, that my words are falling on deaf ears. After all, I’m one tiny customer and won't miss me when I'm gone.

No, I'm using this experience to try to make myself a better servant to my clients - and you can, too.

As small business people, customer service – really good customer service – can be our edge when competing against the big guys, who have superior resources, budgets, and sometimes cheaper prices than we do.  I do not believe it requires steeply discounting your services nor does it take an investment in a huge customer service apparatus to deliver excellent customer service.

Just ask yourself – am I putting my company’s needs ahead of my customer’s?  How can I discover what my customer really needs from me and deliver it?  Am I treating their time and money with the respect it deserves?   Do my actions match my words?

Am I asking my customers to solve problems I should be solving for them?  To me, this is the key point, the essence of customer service – don’t ask customers to solve problems you should be solving!  That is why they pay you!

None of us are perfect, and we will fail, at some point, to deliver what we promise, sometimes in situations beyond our control.  How do we handle that fail – how do we make the customer feel more confidence in us after mistakes, rather than less?  How can we turn a fail into a win?

Look at yourself, and your business, every day, and answer these questions honestly.

Go out there and provide excellent customer service.

Thoughts on this rant (or others)?  Let me know in the comments or email me.

Adventures in Customer Service, Part 2 of 3

We started discussing the epic fail of AT&T customer service over here in part 1 .

Let’s continue with our list.

YOUR WORDS SPEAK LOUDER THAN YOUR ACTIONS

I spoke to a CSR four times in five days.  At the end of each call, I was treated to this message:

“AT&T cares about you, so don’t text and drive.”

Seems harmless, huh? Good PR, anyway – AT&T can claim that they are addressing this important public safety issue and check it off as good corporate citizenship.

Text and drive all over the place,whatevs.

Well, after hearing it four times in five days, no matter what my interaction was with AT&T on each call, I was ready to start texting and driving in rebellion!

AT&T must be measuring their CSRs on delivery of this message and it’s got to be a high priority for them.  Of course, being repeatedly annoyed about texting and driving wasn't on my priority list...

This point - that AT&T's priorities were in fact more important than mine - really became clear to me on the third call.  This was the one on Friday night and I was livid that a promised appointment with a technician within a twelve hour window did not actually happen.

Remember,  I had to chase down AT&T to figure out what was going on - especially irritating as they robocalled me earlier in the day saying I would, in fact, see a technician that day, so I should stick around the house.

I spent the majority of this phone call complaining and expressing my frustration, and talking about finding a new internet provider (tersely, but as politely as I could manage, as I don’t believe in abusing customer service people).  The CSR handled the call very well up to this point, sounding sympathetic and patient.

So, after about twenty minutes of my venting my extreme displeasure, as we end the call, he just has to make sure he ends with “AT&T cares about you, don’t text and drive.”

"No Way"
WAY!

Hey, AT&T, if you actually cared about me, you would have let me know that the technician was not going to show up without my having to call you.  You would not have required me to call you on Saturday to make sure when and if a tech was going to show up to my house.

If you actually cared about me, you’d understand that harassing me about texting and driving is completely inappropriate when you are in the middle of apologizing profusely for failing to follow through on a promise and wasting an entire day of my time.

The CSR should have been able to use human judgment and say, “Let’s skip the texting and driving message on this call, because it probably sounds pretty stupid”, without fear of being harassed by his managers about not having the cover on his TPS reports (or however they measure such things over there).

But because AT&T needs to appear to care about my safety, it looks to me like they have to deliver this texting and driving message on every call, and if they don’t deliver the message, I bet there are negative consequences in store for that CSR.

AT&T, your actions show that you don’t care about me, so stop forcing your CSRs to say that you do. It’s insulting.

Ok, again, I'm out of space here, so I'll finish up in Part 3.

Adventures in Customer Service, Part 1 of 3

I've written before about customer service as a marketing tactic.  See here and here. I'm pretty passionate about the idea of excellent customer service being a key marketing tactic in your business.

I recently experienced customer service from a major corporation that could only be described as epic fail.  I think the reasons why this corporation failed might not be so obvious to the casual observer.  I have so much to say about this experience, I had to break it up into three blog posts!

Here’s the situation:

I was without internet service from about 6:30 pm on Tuesday 7/30 through around 11:00 am Saturday 8/3.  My service provider is AT&T Uverse.

Hi There!  How can I be of no help
to you whatsoever today?

Over the course of about three and a half days, my critical work and personal financials piled up (I couldn't do secured transactions via public WiFi after all) and our family life was disrupted.

Now, this was very frustrating, as I depend on the internet for just about everything (including TV).  It was like being punted back to 1986 and the digital Stone Age.  Yes, yes, I know, first world problems and all, but still, it was a major disruption to my business and my life.

The outage itself, however, was not what outraged me the most.  What was particularly galling is that my interactions with AT&T customer service representatives proved to me that for all of the money, training, and process that AT&T is obviously putting into its customer service apparatus, it’s missing a few key important points that are critical to providing excellent customer service..

I believe that the four different CSRs I talked to sincerely empathized with my problem and genuinely wished they could do more (being CSRs, of course they have zero power, but still – nice people overall).

So where’s the epic fail?  Here’s a list:

REQUIRING THE CUSTOMER TO FOLLOW UP

Once I reported a problem to my service on Tuesday night, why did I have to call AT&T back repeatedly over the next few days to make sure that AT&T was doing what they should be doing to fix my problem?

After the first call, I was told service would be restored by 8:00 pm on Wednesday.  I get home at 9 pm on Wednesday and nope, no internet!  I call the help line – and they don’t answer it after “business hours”, so I’m down for the night.  As you can imagine, that was awesome.

So I had to call them on Thursday morning, find out I need to get a tech scheduled (none available until Friday), wait another day for a tech to show up on Friday (and nobody showed), follow up on Friday with another call, to be told that the techs were backed up and I would not get my problem resolved on that day, and I had to cancel another day’s worth of activities on Saturday when the tech finally showed up and fixed the problem.

Here’s the thing: if AT&T actually gave a flip about me or my time or my value as a customer, they would have in place a process that, once I reported a problem, THEY would follow up WITH ME – again, via phone or email or text message, even – to make sure everything was okay. 

On each of four phone calls I made to AT&T, I had to go through the same rigmarole with my account number, phone number, PIN and explanation of my problem.  If they were calling me, I wouldn't have to go through the same song and dance repeatedly, theoretically.

So, here’s the point: if a customer is having an issue with your product or service, it’s on YOU to follow up with them to make sure that the issue gets resolved.  That action shows that you actually do care about their satisfaction with your product or service, and that their needs are more important than yours.

I've got two more main points, but I’m out of space today – see you in part 2.

Doing Things On The Cheap (DOTC): Leads (Referral) Marketing (aka "networking")

Leads (or referral) marketing activities can be one of the best, most effective tools in your arsenal as a small business.

These groups work by bringing together people in a variety of industries for the express purpose of creating relationships so you can confidently refer people to each other.

It is very common for these kinds of groups to be industry exclusive - once a member from a specific industry "locks in" membership (and how to do that varies from group to group) no other person in that industry is allowed to participate in the group.

It's a great way to meet other business people who are there for the purpose of meeting you and learning more about you.  They’re also great if you need to practice speaking in public (as you will usually do at least a 30 second “pitch” about you and your business).

So wait, which color of wine goes with my business card, again?

There usually are several groups in your area – some completely free, some cheap, some pricey.  I’m going to focus on finding the first two rather than the latter (if you are interested in the latter, check out groups like BNI or NetWorkz.  Also, many local Chambers of Commerce have these sorts of groups going for their members - if you are a Chamber member, use this service!) 

Go to Meetup and set up an account for yourself (do it as your business, not you, personally).  Make sure you use a good - and accurate - picture of yourself and fill out your profile completely.

Search for meetups within your target geography (typically not too far from your house or center of business) using the following interest keywords:

Referrals, small business owners, network marketing, business referral exchange, referral marketing, small business marketing, marketing strategy, business entrepreneurs.

You should also add any special terms related to your ideal customer base (as some groups may be industry specific).  Over time, additional terms will be suggested to you by Meetup in order to find more groups.

Several meetups should appear, unless you live in a very small place.  If none do anywhere near you, and you're the organized and outgoing type, you could try starting one yourself (I'll write about that another time).

Join a few on Meetup, go to the meeting, do one-on-one meetings with the people you meet there, develop relationships, and above all, learn as much as you can about the group members and do your very best to refer leads to them as much as you can.

They will pay you in kind, at least, a good group will (I talk about "bad" groups in "Five Reasons Your Leads Referral Group Sucks" Part One and Part Two).

Be aware it can take a while to get traction in a group, so don't expect a ton of leads on your first visit.  This marketing tactic requires patience and time to develop trust, and you must do your best to contribute to the group by bringing in new members as much as possible.

Many, if most, of the groups you find on Meetup either are free (they are at a restaurant and the expectation is that you buy something to eat - you can keep your cash expense down by ordering just ice water or a soda or something) or have a very small fee of some sort.  So, essentially, the major investment here is your time, especially as you also need to have stand-alone one-on-one meetings outside of group meetings to get to know the members better.

Of course, you will need to evaluate the investment in time and money versus the return (generally measured in leads) like any other tactic.  Be objective, but also don't discount the "vibe" of the group in your decision making process.

You may need more than one group, but don't do too many, as the "pool" of people you can refer business to will be too large to be meaningful.  The key here is building relationships and being known as someone who actively seeks leads for the rest of the group.

So sign up for Meetup and get going - let me know how it's working for you!