This post by Cardell Insights Group provides some really useful tips about how brand organisations should handle customer service (Provide basic information that consumers can easily access on the web; For anything else invest in good human customer service people; Use metrics other than call times or first time resolution).
There are a few other success drivers out there:
- P&G principle that: ‘The Consumer is Boss’ drives everything they do.
- Zappos core values includes: ‘Deliver WOW through Service'.
- Apple state that: ‘Service is Marketing’ and ‘Solving Problems is an Opportunity.’
Why is it that so many brand organisations are spending effort and money on making a Brand Promise but ignoring the opportunity to Delight consumers?
I think it is pretty simple.
Any time a potential or existing consumer calls (or drop-in) to chat, enquire, buy, complain, etc, regard it as an opportunity to delight them...show them you care...apply some magic...make them feel loved.
This is a sure way to accelerate consumers down the Path to Advocacy.