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Customer Service

Helen • Oct 09, 2019

Listen to the feedback given

When you develop your Marketing Strategy and look at which marketing activities can help your business achieve your goals and objectives - don’t forget about Customer Service.

How you interact with your customers is as important as the messages on the website, the advert in the paper or the detail in the brochures and leaflets.

Good and Poor customer service can leave a long-lasting impression, and a negative encounter can result in losing a customer or worse multiple customers as someone who isn’t happy is likely to tell their family, friends and potentially the wider community on social media.

I personally had reasons to contact two different customer services.

  1. A well-known retailer - I ordered flowers online for delivery to a friend for her birthday. I specifically chose the Letterbox Gift version so that they could be easily delivered if she wasn’t in when they arrived. I received notification from the courier along with a photograph, proudly showing the parcel left on the doorstep. The courier company apologised but they had already left and weren’t going to return. The retailer told me that I should have specified delivery instructions when I ordered it. When I pointed out that the clue was in the product name and that I didn’t feel I needed to, they apologised, sent me a gift card and arranged for a replacement to be sent. Wonderful and good customer service. That was until I received notification of the second delivery and another image showing the parcel left on the doorstep. Despite their best efforts, it is highly unlikely that I will be using this retailer for flower deliveries in future.
  2. A health insurance provider - they adopt an innovative approach and reward their customers who are actively trying to improve their health and fitness levels. One reward is to earn a free cinema ticket. I had the right number of points and had been notified this could be used on Monday. However, when I tried to access the code, it indicated the rules had changed and couldn’t be used. I contacted Customer Service who investigated and discovered it was a technology glitch and was resolved over the phone within minutes. I finished the call feeling happy.
Pay attention to the customer journey, listen to feedback provided from the users of your service and your Customer Service team themselves. They will be ones that can help you develop and improve based on their experiences at the ‘coal face’.

For guidance or a review of your customer service, contact Helen Stott at Marketing Doris on 0790 3727750

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