Is Customer Service a Sliding Scale?

What is our responsibility to customers and potential customers? Do we provide less customer service for some customers then others? Does the idea that we can choose our own customers mean that we only chose those that are simple, easy and do not ask much of us? Does being an Indie professional mean we give superior support or just enough to get by? Does the quality of service you provide change if you are busy or should it be seamless and the same?

I bring up these questions because I think we are in a state of crisis when it comes to customer service. I find more and more business people I deal with don’t return calls or e-mails within a timely manner if at all. The level of support for their product is inconsistent; see my latest blog “Customer Service Should Be A Priority!” And promises given are never fulfilled or excuses are made. I guess I’m old fashion and think that the customer should be made to feel number one and I should give them 150% service with a smile. I don’t believe customers want to hear why I couldn’t deliver or that I am too busy. They just want the service: consistent, reliable, timely, and chock full of quality.

What do you believe?

8 Bizniks have posted replies

Posted by Rebecca Wood, Lynnwood, Washington | Oct 26, 2006

I believe as a small indie business that it is very important to provide great customer service. It is the one simple thing that we can all do that most big box stores/companies do not that will help set our business apart.

I am the one who answers all emails and returns phone calls. If I cant do it on the day received I will do it the following day. I know personally nothing irritates me more than getting a non-response from someone when trying to do business!

There is a lot of competition out there both from other indies and big business. The customer is going to do business with the one they feel most confident in and what better way to achieve that than make them feel as if they are #1.
Posted by . gulliver, | Oct 27, 2006

I find more and more business people I deal with don?t return calls or e-mails within a timely manner if at all.

P, that's the thin end of a fat wedge that extends way beyond customer service.

The short-and-arrogant answer is simply: they're amateur. The longer and more reasoned answer is: they're amateur and doing the best they can.

This of course excludes the scenario (and my preferred excuse) in which the approaches are from people who're clearly not worth the bother of response and/or the person is simply prioritizing and hence responses slip way down the 'do' list. The fact that potential business is lost in such cases isn't that big an issue.

And, of course, let's not forget the scenario where a timely and appropriate response is met with 'who are you and why are you contacting me?' from folk who've forgotten to whom they made an approach and why. Again... 'amateur' is the word.

Clearly, there's too many businesses - and this is something about which I'm deadly serious.

Years back (pre-web) folk stopped to consider and learn what they were doing - often looking for allies who'd add to the thing. Nowadays, we don't bother and instead often launch headlong into enterprise with ill-conceived and poorly-presented concepts - which are of course often rapidly shown to be just unsustainable dreams which wither and die.

Pity. There's some good ideas, talent and people needlessly constraining themselves and heading for early commercial death.

Whatever. It's fortunately an unsustainable situation which is why arrogant old b*stards like myself welcome the inevitable consolidation and a raising of quality with a consequent reduction in quality.
Posted by Phoenix Rudner, Seattle, Washington | Oct 27, 2006

Actually, I do not believe it is a factor of "amateur". Because I see big business do this as well. One example are the cell phone companies here.

Recently I was due for my contract to be up with Verizon Wireless. However the month prior I added a small thing to my plan. They did not tell me that change would extend my contract another year. Instead they sent me a letter asking me to respond if I did not like the terms.

To me this kind of customer service drives away customers. Rather then making passionate users they are sowing the seeds of discontentment which will eventually lead to my leaving their service.

The small lapses we make in our businesses can have large impacts in the growth and revenue of our companies. Customers remember and don't forgive past a certain point.

Another example might be a restaurant. It only takes one bad meal, one bad example of service, one hair in the food to loose a client for life.

And one turns into ten when referrals are involved. Referrals can work in reverse as a bad reputation.
Posted by Kevin Selkowitz, Seattle, Washington | Oct 27, 2006

I think one of the problems in the consumer and how they buy. In the technology business I see that people don't understand what they're buying, so they look at a few specs and pick the one that looks like it has what they need as is least expensive. Many of our businesses are that way - do people really know how to pick the right chiropractor, real estate agent, or web designer?

Customer service is not the (or a) factor most buyers look at. And its really hard to know from what's on a product box. The quality of customer service is that thing most people learn only much later after buying the product or service, then they understand why some cost less and some cost more.
Posted by Phoenix Rudner, Seattle, Washington | Oct 27, 2006

I'm sorry I disagree.

I believe customer service starts way before the customer even comes to your door. If the customer does not understand what they are buying that is the fault of the business not the customer. It means the business is not looking at it from the customer's perspective and not providing adequate and simple usability so that the customer can understand what they are purchasing.

In my opinion that is one of the biggest mistakes businesses make. They design their display, systems, and products within a bubble and do not consider appropriately the consumer and their needs.

Customer service should be end to end. Not once the consumer has paid for the item or service.

I struggle with that in my business as well. How can I make sure my clients understand what they are getting and why they should choose me. If my site is confusing that is my fault not theirs. I have to improve it and my interactions with the client all the time.

Also there is a fine line in the consumer mind between bad directions on what they are buying and manipulation. Example how often have we all gotten legalese from Insurance companies in fine print telling us all our rights. This is manipulation and not in the consumer's best interest but in the companies. This is also what makes that kind of company the enemy and not your friend.

A good business in my opinion needs to bring the barriers down not raise them or make them confusing.
Posted by Kevin Selkowitz, Seattle, Washington | Oct 27, 2006

I can see your point, I usually think about customer service as the post sales service. I think its easy to offer a good to great buying experience, there's tons of motivation to do so since that's where the money comes in. Its the post sales experience which is sometimes less than great because that's what costs money.

In other terms - no one complains about waiting on hold for hours to buy a Dell computer, because the people in sales are readily available. People complain about Dell when they spend four hours on the phone trying to fix a problem only to be left on hold for the last 37 minutes until giving up (true story, just happened the other day to a client).

On the issue of customer education, that's not always the company's fault. Many business customers are "too busy" to listen or read valuable product information.
Posted by Phoenix Rudner, Seattle, Washington | Oct 27, 2006

I agree, many businesses drop the ball AFTER the consumer purchases. The concept of repeat customers seems to be lost on businesses at times. In fact they spend more times trying to win back lost clients then stopping the leak at the spot. I saw that a lot when I worked at AOL and Microsoft.

If the consumer is too busy to listen or read then the business must work that much harder to make it that much easier for the consumer to understand. This is not an issue that's going away. And Indie Professionals cannot afford to loose clients like the big companies.

Sadly if we look to politicians for more effective sound bites we might keep the consumer's attention long enough to deliver our information.
Posted by . gulliver, | Oct 28, 2006

Actually, I do not believe it is a factor of "amateur". Because I see big business do this as well. One example are the cell phone companies here.

'Amateur' has never been limited to small ops... and it's increasingly common among corporates - all a part of declining standards.

And let's not overlook the obvious... some enquiries are simply not worth the effort of a response. Where's the obligation for an enquiry to receive a response? If an enquiry is an absolute dorker, why give it attention?