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Have you ever been the victim of an overzealous customer service strategy? This happened to me over the weekend and it inspired me to share my thoughts on follow up and customer service. I’m not claiming to be a customer service expert, but I know what makes me buy and what turns me off to the point of leaving a brand.
Know your customer
This concept is not new. Take a minute to get to know who your customer is. For example, I filled out two forms online on Friday. One was for downloading information connected to a software I currently use. Immediately I began getting sales e-mails from that company. I know I’m in their system as a current customer and what’s worse; they are selling a product that should prevent unwanted sales e-mails from going out. If they would have cross-referenced my e-mail address or offered a button that let me inform them that I’m already a customer, they wouldn’t be sending me useless e-mails right now.
Respond in the manner they expect
The second form I filled out online Friday was for an automaker. I wanted information and pricing sent to me via e-mail. How did they respond to my form? An immediate e-mail and phone call and 3 more of each in the next 4 hours. I responded to the second e-mail telling them I had received their information and I would contact them when ready, but the phone calls did not cease. This went on for 2 days before I was finally able to tell one of the national reps they need to mark me as do not call.
How should they have responded? I’m not saying they shouldn’t have called at all, but when they received my e-mail response, they should have continued correspondence that way or even given me choice on their form as to how I would like to communicate.
Feel free to add your customer service tips below. I know I have a lot to learn and I’d love to share ideas and experiences with all of you.
[...] Lessons in Customer Service | PMG — Phoenix Marketing Group, PMG: Phoenix Marketing Group: Promoti… http://www.phoenixmark.com/index/2010/03/lessons-in-customer-service – view page – cached PMG works with clients to help them build their brand and business through creative use of promotional products and business building programs. Filter tweets [...]
I know the experience all to well. I recently signed up for an e-book that came with online class so to speak (it was one of those things that don’t include information as to what the product really does or includes,but in order to get more information you have to put down your e-mail to be sent more information) within the next hour I was sent 20 e-mails from the owner of the company requesting to buy his book or attend an online paid class.It all seemed a bit much to me.I receive e-mail addresses through blog subscriptions and comments,and also through price inquiries and customers requesting services. I send minimal cordial e-mails(as in thank yous,requested e-mails,and e-mails that are pertinent to business as in questions on how a customers wishes for an order to be filled),however only when emails are directly requested or through indirect importance.
Good customers service is often about finding a middle grown between overwhelming and useless. Customer service is all about helping the customers and making sure they have what they need and aren’t left in the dark,and i personally don’t see how spamming an individuals email can help to accomplish this goal.
Those are truly excellent examples of an overzealous customer service/sales strategy. The automakers must have been desperate to sell! However it’s more of a put off if they do it too much. Have also experienced what Milton Wagner said in his first comment, about signing up for a free e-book and then being bombarded with like 20 sales emails or so. I ended up not reading the free e-book and unsubscribing because it was simply just that annoying.