Working in social media, I find it necessary to do quite a bit of research. This includes reading tons of articles and blog posts about customer experience, social media, and customer care. That may sound boring to some people, but I find the subject really interesting. Recently, however, I noticed that I’m having a hard time making my way through some of this material. Last night, as I found myself zoning out on an article published by a very well-respected news organization on a topic I’m very interested in. I scrolled down to find out how much longer the article was. And then it hit me. That’s why I was zoning out. This article was taking forever to get to the point! I found this fascinating, because it was written by people who work in social media, for people who work in social media. And, if you spend any time around us, you know that we have relatively short attention spans in this field. But I bet if you think about most people you interact with, that trait is fairly ubiquitous these days. We want quality information, very quickly, without all those other words that are really unnecessary. How often have you started reading something that might be valuable, but then put it down because it just looked like it would take too long?
This isn’t just about reading. You can just as easily waste customer time talking to them on the phone or in person. Here’s the thing. We probably don’t need to say all those words. It would save us time, and would save the customer time. And saving time is very important to our customers. This is especially important on social media, where customers expect timely responses that are useful and easy to understand. Here are some tips to ensure you’re not wasting time and effectively communicating with your customers.
5 Ways to Save Customer Time
- Determine your audience – Before writing or speaking a single word, I find it helpful to determine who my audience is. The point of communication is to convey information to the person or people you’re engaging with. How can you best do that? By knowing your audience and how they prefer to receive information. If you are unsure, it’s best to stay on the safe side and be a bit more formal.
- Be clear – All those words you wrote or spoke, do they really say what you meant to say? Review your words to make sure. If you were the audience, would you have understood what you meant by what you said?
- Eliminate all jargon – I find that when jargon (also known as business slang) is used, you wind up repeating yourself in English anyway. So, save yourself some time and skip the jargon. It helps to think to yourself, “How do I explain this to someone who is unfamiliar with my line of business?”
- Use fewer words – Many prepositional phrases can just go. For example, “We can have discussions on our next steps for how to proceed” could just be “We can discuss next steps.” Could you have worded things better? Remember for next time.
- Review – Before you send that email, take one last look. If you were on the phone, think about the conversation you had. It’s worth the extra effort to make sure everything is as you want it to be.
These steps can help reduce customer interaction time, and, quite honestly, can leave the customer with a more positive view of the interaction because less effort was spent attempting to decipher the conversation. They’re in, they’re out, they feel better, you feel better.
Kiwi Services, providers of water damage restoration services, impressed me recently with their insightful customer service. The Atlanta area had record low temperatures this January, like much of the country. Water pipes had been breaking all over town for days. I thought I was going to escape the fate so many of my neighbors met. I was wrong. Last Wednesday I came home to a stream of water flowing down my street, coming from my driveway. When I opened the garage door, I realized that stream was coming from inside the house. The source proved to be a burst pipe in the laundry room. All over those nice bamboo floors. Sigh.
Since I was late to the broken pipe party, the service providers were already inundated with repair requests. Many of the smaller water damage restoration companies in the area had full mailboxes, or busy signals. Kiwi Services answered the phone. They reacted to the demand for service by quickly staffing up for this weather event. The customer service agent advised me that Kiwi was taking contact information and calling back to schedule consultations as quickly as they could. She promised they would keep me advised, but also noted it could be a few days before a team could visit because of the high volume of requests. And keep me advised they did. Someone from the Kiwi office called twice a day to let me know they hadn’t forgotten about me, and kept me in the loop on their plans. They shared with me that they were flying in technicians from California and Arizona to help with the high demand. This made me feel like they were doing all they could, which put my mind at ease and helped me to relax. I was even quite calm. One of the reps that called said “Thank you so much for being so nice. There is actually a note on your file that you are really nice.” It’s easier to be nice when you feel assured you will be taken care of.
When the Kiwi team came out, they listened carefully to my story about how the water damage occurred, where the water traveled, and how it left the house. They thoroughly explained what needed to be done, the options available to me, the procedures they would follow, and what I could expect. They were on time and professional, even though they had been flown in from the west and were living out of hotels, working long hours. My husband brought the crew back pizza, and they were so happy to have it. When it was time to remove the drying equipment a few days later, they called ahead to make sure we knew they were coming, and within a few hours, all was finished.
So, what can you do, today, in your business, to make your customers want to be nice to you? Recommend you to friends? Write grateful blog posts about you? Here are a few things you might consider:
5 Ways to Provide Excellent Customer Service
- Answer the phone (or post) when a customer reaches out. Even if the answer is “I have no answer, just want you to know we haven’t forgotten.”
- Update customers regularly as promised, even when that is tough to do. Especially when it’s tough to do.
- Provide relevant information about new developments to show customers progress is being made.
- Listen to the customer’s story. Even if you’re pretty sure you already know what it will be, listen anyway. You might find valuable information in that story.
- Keep promises made about arrival times, services that will be delivered, and results that can be expected.
A great big thank you to Kiwi and their staff for putting in all those extra hours away from their families and traveling far and wide to get so many of us back to normal. Nicely done.
Check them out for yourself at http://www.kiwiservices.com/water_damage.htm
Getting really good at something requires practice. So does maintaining that skill level. I remember my first customer service job, I was so nervous. I had no idea what to do or say. Taking that first phone call was terrifying. What if they ask me… you know, a question or something? What would I do? But then, you do it more, you learn things, and before you know it, you’re pretty good. And you stay good because your skills are constantly used.
Before I knew it, a couple decades passed (can you believe it!) and I’m running a social media customer support operation. Maybe you are too, since you’re reading this blog about a very small-niche specialty. Creating a framework to support operations can be all-consuming. It can seem impossible to find the time to go exercise those customer service skills again. I recommend, however, that you do just that. Taking some time on a regular basis to answer customer posts and complete the tasks your team members perform daily can provide valuable insight into process improvement opportunities. It can also ensure that your expectations of your team and your customer are reasonable. There is just no substitute for walking in the shoes of your team to shed light on their reality. The television series “Undercover Boss” shows us how illuminating it can be to provide the customer service you prescribe (well, it’s a bit formulaic and over the top, but still provides a good lesson.) We see there that occasionally the processes we develop do not perform in the field as we imagined. Below I’ve outlined a few steps that can help ensure you have an accurate view of the team and customer experience.
3 Steps for Hands-on Leadership:
- Schedule regular meetings with your team. Request feedback and implement necessary changes.
- Observe team performance. Discuss findings and ask for opinions.
- Block out regular times to personally complete tasks your team would complete. Correct any pain points after discussion with the team.
So, give it a try. Tweet a response to your customer; post a reply on Facebook. For call centers, go ahead and personally call a customer. If you’re in retail, go chat with your customer. You might find everything running very smoothly, or you may find some opportunities for growth.