I regularly investigate and analyze customer touchpoints with my clients. Touchpoints are all the various circumstances when a customer or potential customer comes in contact with your brand. These include your website, your business card, your invoices, the sound of your voicemail recording... you get the idea.
One of the most important touchpoints is the conversation that occurs when someone calls your organization and the receptionist picks up the phone.
On Monday I called a courier service that had been recommended to me to see about getting five large boxes delivered from a printer to my office. Although I had never done business with this courier service, the young man I spoke to was kind (a trait that is becoming rarer with each passing day), efficient, and polite as he took my information and set up my delivery for later that day. The entire process took 8 minutes and 32 seconds, the boxes were delivered earlier than promised, and the costs was approximately 1/4 of what I would normally pay for this type of service. I had found an amazing new courier service!
Today (Wednesday) I called the same company to schedule another delivery between the same locations as my Monday order, presuming this should be easy... Silly me.
Following is my conversation with names altered (for now) to protect the innocent:
Courier: Courier Delivery. This is "Sue."
Me: Good morning Sue, this is Joey Coleman from Design Symphony - how are you today?
Courier: Look... We're really busy... (flustered) Ummm... What is it that you want? Are you calling to schedule a pick-up or what?
Me: (awkwardly at this point) Yes...
Courier: Okay, what's your account number?
Me: I'm sorry, I'm not sure - I just set up the account two days ago.
Courier: Fine, what's your name again?
Me: Joey Coleman
Courier: And the name of your company?
Me: Design Symphony
Courier: When did you set up this account again?
Me: (with some growing frustration) Monday - the day before yesterday
Courier: Okay, so you need a pick-up at Design Symphony?
Me: Actually, it's a repeat order of last time - I need something picked up at "ABC Printing" and delivered to my office...
I will say the rest of the call improved, despite that "Sue" had me repeat all of my information again - including contact info the printer and my office. The longer we stayed on the phone (total call time 5 minutes, 24 seconds), the more pleasant she became and I hope she left the call with a smile on her face (I started cracking jokes at the end - which is my tendency - and made her laugh twice). I'm really hoping that she is now in the proper mood to treat the next customer better from the outset.
A number of things went wrong with the call from the beginning and I offer the following advice (feel free to print and give to everyone who answers the phone at your office - I promise it will improve your bottom line - that's how important this is).
Start with a Smile
When the phone rings, before you pick it up, smile with teeth-baring effort and hold that smile until the third ring - then pick up the phone. It allows you to start from a relaxed yet pleasant place and that immediately translates to the person on the other end of the phone.
Open with Excitement
The person who is calling is taking their time to contact you. At a business, chances are better than 50/50 that the person on the phone is a current customer or prospective customer (as opposed to some telemarketer or salesperson pitching you business). The tone of your initial greeting and opening sentences should let them know you are excited that they called and gave you the opportunity to serve.
Listen
It seems so simple, but few people do it. In the example above I actually had to tell "Sue" my name three times during the call and the name of my company three times as well. Did she not hear me the first time or was she choosing not to listen? I understand you may be busy with other things when I call and interrupt you, but please do me the courtesy of listening to what I say - especially when I am responding to questions you are asking!
Be Kind
In my initial call with this courier service I was impressed by the receptionist's kindness in helping me get my account set up (how sad has customer service become that someone's kindness in creating a situation for me to give them money is remarkable). In this call, the receptionist wasn't kind and many would argue her comments, disposition, and behavior were flat out rude. In most customer interactions it's important to note the unique governing rules of customer service math: 1 positive interaction + 1 negative interaction = overall negative impression. Even 12 positive interactions + 1 negative interaction can = an overall negative impression. Every touchpoint matters! Simply by being kind you can usually create a positive interaction.
Use Technology Solutions Wisely
The Chinese restaurant I order from knows my name, address, and what I usually order. When I call, caller ID lets them know who is calling. They use that information to help speed the process. Why doesn't the courier service use a similar system? Maybe they do and my account isn't active yet since I had only opened it two days before... Of course, they charged my credit card for the service two days before so as far as I'm concerned, we have an ongoing customer relationship now. How different would it have been if the call would have gone like this:
Courier: Good Morning - This is "Sue" at Courier Delivery Service - is this Mr. Coleman calling from Design Symphony?
Me: (shocked!) Why yes it is...
Courier: Good Morning Mr. Coleman - thanks for calling us - may I assist you with scheduling a delivery today or was there something else I could help with?
Me: Scheduling a delivery would be great thanks (more impressed by the minute)
Courier: Wonderful - I see that your last delivery was a pick up at ABC Printing with delivery to your office using our same-day service - would today's delivery be the same as before?
Me: Yes actually
Courier: Lovely - are the packages ready to be picked up now?
Me: Yes
Courier: Great - with your permission I will dispatch a driver immediately and the items will arrive at your office no later than 3pm today.
Me: Fantastic
Courier: Is there anything else I can do for you today?
Me: No that should cover everything
Courier: Very well - for your reference, I will be emailing you a confirmation receipt of this delivery request when we get off the phone. The total charge for today's delivery is $18.95 and will be billed to your credit card on file. When that invoice is processed at the end of the day, it will automatically generate a receipt that will be emailed to you as well. If there's nothing else, I hope you have a wonderful day and thanks so much for thinking of us today - we truly appreciate your business.
Me: Thanks Sue! And can you please connect me to the CEO of your company so I can ask him to give you a raise!
That conversation would actually take less time, would be more efficient, and would leave me with an amazing customer experience story that I would tell everyone I know about and even write about in my blog! ;-)
Oh well, maybe next time...