www.sdchamber.org

Membership Update

By Doug Holman, Vice President of Membership

I have been writing my membership update for some time, and am still trying to get my arms around what my messaging should be. This thought dawns on me as I wait on hold for a fifth customer service operator to take my call. The frustrating part about this call is that I previously ran the gauntlet on this particular issue and was assured that it had been resolved. Now I am trying again and have little faith that my persistence will be rewarded.

Of course, this is not the first time I have been led astray by a series of seemingly well-intended operators. Yet, having done this before really doesn’t make this feel any better. What it does remind me, is that customer service is virtually non-existent. Really, why is it that the 25 automated menu options provided never address my actual problem?

In short, I suppose I am providing a blanket indictment of customer service in our country. Sure, I realize that there are always exceptions. In these cases I am truly excited. These companies earn my loyalty and praise. However, the list of such companies is pretty short.

The reason I believe this is worthy of my membership update is because I remain optimistic. Getting an upper hand on your competition really isn’t that hard, provided you can fulfill upon the promises you make.  Having worked at the Chamber for nearly seven years, I am acutely aware that most of our active members are in a service industry. As such, members are competing with numerous companies for business as well as mind share. Here is what I know: we are all busy and rarely have time or energy to do things one time.  Therefore, repeating our efforts can be infuriating.

Fifteen minutes into my customer service call and still without a resolution, I have realized runarounds such as this have an effect on how much business turns over.

When it comes to customer service, I rely upon a book that I keep near my desk, “A Complaint is a Gift,” by Janelle Barlow and Claus Moller.  The book does a great job of explaining customer responses and future buying decisions.  Following are my suggestions to improve customer service and lessons I’ve learned from reading this excellent book:

- Under promise and over deliver.  When you meet or exceed deadlines, most customers will be happy.

- When wrong, admit fault quickly.  Keep in mind though, that an apology is not enough. Employees must provide a workable solution or token of appreciation that demonstrates remorse.

- Never sit on problems.  Waiting to take care of an issue will always make it worse.  If a customer takes the time to complain, they are making it very clear that they are unhappy. Research demonstrates that for every complaint reported, there are 27 that went unreported.

- Follow through. Be certain that processes are firmly in place to fully complete every commitment made to customers. Customers will come back if they believe their complaint will bring about change.

I highly recommend “A Complaint is a Gift” as a resource for anyone in the service industry. By focusing on customer service, every Chamber member can easily separate himself or herself from the competition. 

As always, I look forward to seeing you at our next event.  Bring along a customer to show them that you have their best interest in mind.