Good looking customer service provides no value to customers unless it is backed up by substance. Sadly, either through ignorance, lack of vision, or lack of resources, companies spend a lot of time developing great marketing backed by a chimera of support. Quite simply, the service doesn’t work.
How can companies ensure that their products survive the hype?
- Design an End-to-End System – Does it solve a need? Can it be installed? Does it operate as planned? Can your support team answer customers’ questions?
- Create with the End in Mind – Hint: the end is not the sale, it is the follow-on sale. The follow-on sale comes through satisfaction and loyalty and value.
- Plan to Be Around – Companies that offer bare minimum support are sending “love ‘em and leave ‘em” signals.
Companies taking a short-term view, those that fail to invest in a total solution, profit through the misfortune of their customers. When that happens customers are filled with the kind of regret in an old Bobby Bare song: “I’ve never gone to bed with an ugly woman, but I’ve sure woke up with a few.”
The pivot point is that companies must invest quality customer service not just flashy advertising and good looking but ineffective 800 numbers and chat windows. Customers don’t try to do business with companies that disappoint them, yet many find out later that their pig in lipstick is still a pig. When they find out, expect the walk of shame and some old-fashioned bad mouthin’.
What’s the worst “one night stand” you ever had with a company?