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If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.
Nelson Mandela

When the customer isn't right...

28 May 2014

What’s the most important thing for any business? Customers! Everyone knows that right? Sometimes you’re about to “be a customer”, and you know you’re in for a treat. And often you’re not disappointed. Then there are the times when you just know you’re in trouble and this will not be a pleasant experience, yet you still go ahead, and unfortunately, you’re usually right.

Angry at the Vodafone representative

The internet is full of complaints and rants about bad service, but it seems people don’t focus on the good. That’s why I’d like to start with two examples of excellent service. The first is Amazon. For a huge internet sales company, their customer service is remarkable. Here’s an example: (one of many I have)

I ordered a mobile charger for my holiday in South Africa, and received it perfectly on time. Unfortunately half-way through my holiday, it broke. So on New Years’ Day (A holiday mind you), I contacted Amazon through their chat support, and explained my problem. Without needing any proof, without asking complicated questions such as “Did you drop it?” or “Could it have come into contact with water?” they said they would refund it. The next day I had the money back in my account to buy a new one.

But of course there’s also the bad experiences such as mine with a certain phone company...

Very often these culprits are mobile phone or internet providers. People often say it’s because of the size of the company and because you’re “just a number” but that’s no different from Amazon (Amazon: $75bn revenue, Vodafone: $72bn revenue). I’m obviously going to use my mobile phone experience as a bad example. The short version is that I was wrongly informed by an employee of Vodafone that I deserved a 4G phone as a replacement, and not 3G, since it’s otherwise not “comparable”. So they sent me a new phone, and when it arrived, the courier (A Vodafone employee) advised me to refuse the package, since the phone was the same as I already had, not solving my problem. So I refused the package, and suddenly received a €50 addition to my phone bill. Vodafone refuses to credit this €50.

So it seems that to a company such as Vodafone, €50 euros extra revenue is more important than a satisfied customer. And that baffles me. In this day and age of internet and social media, how can companies sill not understand how important it is to keep customers happy.

The formula is quite simple:

  1. Find customers with honest marketing.
  2. Keep the customers happy by exceeding their expectations.
  3. When they have a problem, HELP THEM. Assume they are right when there is a dispute, do not assume it’s their fault.
  4. Give your customers the tools to promote for you. This works if they have good service.

Of course this is no definitive list, but simple tips any company can follow. And it all comes down to communication. Do you teach your operators that they should save the company money, or do you train them to keep customers happy? What would you want as a customer?

Remember, without your customers, you have NO INCOME.

[Update] After sending an official written complaint, I was called by a Vodafone representative (a very polite and understanding gentleman) and told that the full amount of the extra costs will be credited on my next phone bill. Great that my efforts were not in vain!

Tags Service