For a large number of consumers, Twitter has become the ‘go-to’ for customer service enquiries. Especially complaints. Tweet your grumble at Virgin Trains and someone will get back to you reasonably promptly, usually in a friendly/amusing way, and your complaint gets dealt with just like that. No need to speak to anyone directly and far quicker than writing an email.
But the thing with customer service is, it’s a hell of a lot more than call-centres and Twitter responses.
It’s become fashionable to re-brand your customer services department to ‘customer experiences’. The idea is a noble one, but the responsibility for your customers’ experiences doesn’t lie at the feet of one department.
From your email newsletter to your salespeople’s manners, the speed with which you process invoices and even the things your company does when you think no-one is watching; everything contributes to the ‘customer experience’.
No one area of the business operates in isolation. Someone is always watching.
After all, ‘experience’ is about how you feel: making a customer feel valued at every touchpoint. Allowing them to connect with your vision and purpose every time they see your name mentioned. Every time.
When you’re building a brand – or in old money, your reputation – you can never let your guard down, you can’t have one team member let the side down. Walking the walk is what you do. ‘Customer services’ is everything.
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.