Quality Customer Service

Conversations with customers can teach us a lot about how our products and services are received and used. They also offer other opportunities.

When a customer calls with an issue, you could set out to solve their immediate problem, or you could also take a deeper look at the issue to prevent it from happening again - with the same customer or with other customers.

There are business decisions and implications that stem from this approach. For many a company, the tech folk still sit in a different location from the customer support people. The value of solving a problem permanently (quality) may end up beating the cost of having the same problem over and over again (quantity).

Plus there are the good effects on your reputation and the recommendations you will receive from one experience to consider. That is quantity built on quality.

Yes, fixing a problem is more powerful than never having a problem in the first place. That's because the problem gives you the opportunity to prove yourself to your customers. When I bought my iMac and MacBook, I had the new operating systems uploaded into both on the same day.

I came home, unpacked everything, turned on both, and started to work. A few days later, I found out that one was missing iLife, which was supposed to be included with both new operating systems and computers. When I called the Apple customer service line, I learned that I would have had to reinstall everything as iLife was in the disk with the new operating system, but for some reason had been missed during the install.

I mentioned that I had already started working and creating files and that I was a first-time Mac user in a long spell of PC use. In fact, I learned to work on the little Mac IIs a few years back, but then had to switch to DOS and Windows in corporate America. The manager on the phone did not miss a beat. "In that case," he said, "I will send you iLife at no extra charge. You will have it by..." and he specified a date.

That simple. Another time they talked me through a little software burp with my iPhone - patiently, skillfully, and efficiently. I know that Apple products cost more, but I have no problems recommending them to anyone based upon my experience with their support. 

In fact, I would dare say that the biggest failures of customer support is that you are solving the wrong problem. Fix the real problem efficiently and you can have the quality with your quantity - in some cases the other calls will just go away. Today at Fast Company expert blog we discuss the how to do quality without sacrificing value. Is quality subjective?

Comments

[Michelle Kostya]

My family are ALL recent (last 5 yrs) converts to Mac. Thic includes myself, my mother, my father, my brother and his wife. Their customer service is amazing.
My mother bought the extended warranty on her MacBook. Just before the three years were up she had issues with a part, they replaced the part. That part broke just after the three years were up (within months). Apple replaced her ENTIRE computer. And, included another 3 year extended warranty. Wow. When I bought a new laptop. I bought a Mac.

[Greg]

In both my observation and experience, without a back channel to someone who 1)understands the issue and 2)has the ear of a decision-maker, getting a process changed is an exercise in mountain-moving.

Two issues are at play here. One is the the higher-ups rarely get involved in customer service issues (unless someone get through the gate keepers). The other is changing (improving) a process is often treated as a pass/fail proposition.

[Blog Expert]

You're heading towards failure if you do not have quality customer service. This could be better if you use Twitter.

[Valeria Maltoni]

@Michelle - when I replace my system, it was because the old one blew up and was not recoverable so I had no legacy. Both a bad and good thing. Perception of quality is enhanced by a team backing up on the support end.

@Greg - process changes are hard, but think about the consequences of not doing so - losing customers. I think that every company should have a high level customer advocate who can and does say "it's our fault" (this admission, by the way, does more for companies who want to stay out of court than upsetting your customers). How do you know you are failing today? People either don't talk about your product or company at all (and your sales are declining), or the conversations are scarily negative.

[Rich Becker]

Valeria,

You give me great faith given I'm waiting to hear if our local Apple team can complete a full data transfer despite the broken logic board. :)

This is completely subjective, but I think quality has degrees of subjectivity for individuals and masses, eg. a individual in how well something can meet or exceed their expectations; and the masses in what percentage of the population might hold a common opinion.

All my best,
Rich

[Online Printing]

Interesting and helpful post, keep em coming, thanks =-)

[Valeria Maltoni]

@Richard - quality is tied to degrees of subjectivity. I'm glad you picked up on that thread. When I was undecided on what system to purchase, many of my friends told me great customer service stories from Apple. Those stories were part of my perception as I was dealing with the Apple customer support.

@David - is that you? What happened to your blog? Well, the email says Gino. That would be a shame if you had to move on and this was a mere marketing link. Quality in conversations comes also from transparency.

[Richard Becker]

Valeria,

How cool is that? It goes a long way in addressing just how much of our perception shapes experience. Having the expectation of a great customer service experience, provided it is fulfilled, is powerful stuff, even when we have a hand in helping it along.

Apple finished my job 48 hour early ... so I'm not trouble shooting on Christmas eve (which is why they rushed it). Add that your collection of great Apple customer service stories. :)

All my best,
Rich