I get a great gig. I'm brought down to Houston by Shell Oil Company to do some workshops for the folks who answer their 1-800 number. I'm there as part of their "Experience the Difference - You Make the Difference" customer service program. The essence of the program: if customers are to "experience the difference," employees need to "make the difference." Makes so much sense.Let's just say the people who call into the Houston center aren't doing so to thank Shell for the great experience. They're calling because something is wrong. Their bill is wrong. They received poor service. The pricing is unfair. etc. Essentially, when they call they're saying, "I'm about to drop your brand!"
In preparation for the workshops, I asked the manager of the operation if she had any letters from customers, who, because of their interaction with the folks who answered the 1-800 line, turned around on the call and stayed a Shell customer. She presented me with notebooks full of "turn around letters." The letters were not about what Shell did to correct their problems. Rather, they were about what Ellen, Tom, Tyrone, LaTanya, etc. did to understand needs and bring about fair resolutions.
What people want most when they call a problem line is to be listened to and understood by a person. Everybody wants to be "got" at those times when they feel they are wronged. Doing so provides them with a humanizing/engaging/connecting customer service experience (the WOWEDFactor). This experience can be a significant differentiator -- a lot more significant than how well the gas works. (Article: WOWEDFactor: Key to Business Differentiation)
Many companies just don't get it. By putting already unhappy customers thru the un-ending "press 1 for this, 2 for this, etc." they miss a crucial opportunity to engage customers. And, I'll bet they don't need notebooks to house their turn around letters.
Firestone
firestone@wowedamerica.com
314-863-4000
