I’m traveling today, and I want to share some experiences with you. I left my car at Park N Fly Plus in Atlanta this morning. The attendant patiently waited as I barely answered her questions while shuffling items from one hand to another. The shuttle driver almost dove for my carry-on and said “I’ll get that for you, ma’am,” so I wouldn’t have to lift the bag. Inside Atlanta’s Hartsfield-Jackson airport, the TSA agent directing people through the line smiled and instructed travelers to do the same as she recited helpful information. The agent scanning my boarding pass engaged in polite conversation as she smiled at me.
In my quest for aspirin, the news stand cashier in the B terminal smiled warmly and asked if I’d like to donate an item to our troops. Once on the plane, I saw and off-duty Delta flight attendant assist a passenger very sweetly with her bag. Then the on-duty flight attendant, without a word, quietly re-adjusted the bag I placed in the overhead without a snicker, a lesson in bag-ology, or anything. All I could say was “Thank you so much!” as I realized that I, who never do things like that, was just spared a lecture.
Are you amazed? I’m not. Our corporate focus on customer support is becoming obvious. Now, of course, some days are not like this. But how lovely was this morning without incident, snicker, dissertation, or grouchy look from our friends in the travel industry? They are listening to us, and I have to say, if this morning was any indication, they are getting it right.
So, what does this say about social media and customer support? Here’s what I think it says. If Park N Fly, the TSA, Hartsfield-Jackson and Delta can deliver experiences like the one I had on a busy Tuesday travel morning, I would like to announce that the bar has just been raised for the rest of the world, including social media customer support. If we want to deliver exceptional customer support via social media, we’re going to have to take some of that smile and personality I experienced this morning and deliver it via the cold, hard cyberspace. Eeeek.
Start Delivering Great Social Customer Support Today.
– Smile: Smile while you type. Get a mirror and put it next to your computer and smile at yourself. I had one at my desk for years, and many times people asked me if I really liked looking at myself or wanted to see if someone was coming up behind me. But the real answer is, if you watch the look on your face while you talk on the phone or interact on social media, you will become aware, and you may notice that the face you’re making doesn’t look very friendly.
– Listen: This one is hard, I know. We do listen, but sometimes when we want to respond quickly we listen for keywords only and then switch right over to solution-location mode. I know this because I have done this myself a time or two (author blushes.) Instead, try to really listen to all the words being said and the overall issue. Then, try to paraphrase without sounding scripted. That way, if you’ve misunderstood the real issue, the customer has a chance to correct before you spend much time “fixing” the not-issue.
– Empathize: A technique you can use to empathize that also helps in listening, is to visualize what the customer is saying. If the customer says the wrong sofa was delivered and she took all day off work to wait for this sofa and now she’s really mad because she clearly ordered the BROWN sofa and this green thing in her living room is clearly not BROWN, try this. Before the defense mechanism engages as you try to defend your company, close your eyes and imagine yourself as this woman. Your expectations have been violated. The wrong sofa probably threw off your schedule of lunch for your child and walking the dog, and now that this Saturday appointment didn’t work you just know you’ll have to take off a day during the week, but you have so many meetings. Now. return to yourself as the customer service person. Help the customer from this frame of mind.
– Wow: After you’ve smiled, listened and empathized, now you have an opportunity to wow the customer. One way to wow your customer is to shock her with a solution that makes little work for her or provides some benefit. What if you could get another truck with the right sofa out there today? What would it take to do that? Would you have to make some phone calls? Do you know? Can you find out what it would take? It’s not always possible, I know, but I think the important thing is to try to make things right. Make the customer whole, or as close to whole as possible. Customers are surprisingly resilient and understanding of mistakes when they are quickly made whole, or better than whole.
These are just a few quick tips that can help make for excellent customer support. Since Delta and the TSA are stepping up their game, maybe these tips can help us step up our game.
Any more thoughts? Love to hear them. Happy travels.