Customer Service Starts at the Bottom
In my career I’ve witnessed the best customer service in the United States all the way down to some of the worst treatment I’ve ever seen a customer experience. You could easily see that the difference started with the leader of both companies but it didn’t stop there. The treatment that a customer receives depends on lots of folks that lots of times aren’t considered customer facing.
If the lowest person on the totem pole at your company ends up taking a customer phone call, even incidentally, what type of service would they receive? Below is a bit more on the subject:
Customers engage both brands and each other in conversation before, during, and after a purchase: that means businesses have an obligation to respond, to be present, and to participate. And that participation goes well beyond marketing, and beyond customer care, too. Sure, advertising on Facebook — it is a media and advertising platform, after all — makes sense. On the care side, any brand that fails to respond to a request for help posted to its Twitter handle deserves what it gets. But the real opportunity to create great experiences is beyond both of these: the real game is in understanding and enabling your total community.
Your “total community” is the entire set of stakeholders that influence, enable, and support your brand, product, or service. It’s your customers, to be sure, but it’s also your employees, your supply chain, and the policy makers that impact your industry. That can be a lot to get your head around, so here’s a tip: start with your employees. The employees of an organization beyond marketing and customer care play a role in creating customer experience.