The Policy for Policy Sake: Customer Service

I noted in a notebook during a HubSpot webinar1 that 2011 would be the “Year of Brand Engagement”- an exciting phrase for an enthusiastic marketer. “Go get’em, tiger!”

So – why doing I find myself in bad customer service situations? I suspect that the information is not getting to the people that interact with customers face-to-face.

I attempted to return a gift to a store I shop at often. I understand that there is a new trend amongst retailers for stricter return policies. I was unaware this store made that change. I am sure these new policies are in place due to abuse. I know I am biased because I did not get my way. The solution I recommend is using those fantastic loyalty reward programs I have been a fan of since the 90’s to determine the customer’s value to your business prior to sticking to the policy for policy-sake.

Here is how my story went – I have bolded what would have been helpful:

• Brought unused, still tagged gift to store.
• Asked for gift receipt. I do not have gift receipt.
• Staff person offered to look up the person who purchased the gift in the computer – EXCELLENT! Not in computer – bummer.
• Staff person should look ME up in their database – so the full picture of how often I shop there may be communicated to the store manager.
• Staff member talks to manager – who determines no exception for the return. They point to sign.
• I leave the store with the gift back in my purse and no intention of shopping there again.
• For the price of a $25 item, I have walked away from their business. There are other places to shop.

Now – this is where the poor brand engagement continues to bleed

I don’t go to my online social network and complain – so the company’s corporate marketing communications team can see my complaint in a Google Alert or in their search columns on TweetDeck or HootSuite. Then they address my issue and make me feel better. Instead I call a close friend who shops there often, too – 3 times in the last 2 weeks.

“Did you know the return policy at Gift Store X?” I ask. I explain the policy and my friend has the same response I do. There are too many options to do business with a company that makes it difficult to exchange a gift. She wants to send an email to the corporate office telling them we won’t shop there.

Then I go to see a client that runs a day spa. We talk about customer service as part of her marketing strategy and she tells great stories about honoring expired coupons, staying late to accommodate a last minute walk-in, etc. She has a loyalty program and I ask her if she would look someone up in her database before making a decision about accommodating a client. She does not, since she finds making exceptions to her policy helps build a relationship with new and old clients and they return. They trust each other in the transaction and it pays off for her business.

In her business she is almost always on-site. As the owner, she knows she can make exceptions. They are her call. As I wrote in The Market, a B2B newsletter with edible South Shore Magazine, an empowered staff member is a great experience for the staff member and the customer. Available tools, like determining the customer’s history with your business helps the empowered employee make that decision.

By the time I leave my client meeting at the day spa, I have told two additional people that shop at Gift Store X my very unsatisfying story.  According to an undated blog post by Harvey MacKay entitled Taking Care of the Customer is Taking Care of Business, a 1985 research study by The Research Institute of America for the White House Office of Consumer Affairs found that unhappy customers tell 9 people their story.  I have now told four people within an hour of my experience.

More About Customer Service Online
The search term #custserv on Twitter introduces you to a range of people with a point of view about customer service. The “leader” of this hashtag is Marsha Collier. She blogs about customer service. Consider her suggestions to ensure your staff is engaging your customers as you would. Because good customer service is great marketing for your business. Make no assumptions.

1  Apologies to HubSpot’s webinar host! I did not note the webinar or who said it. I watch a lot of HubSpot content – I strongly recommend it!