Guilty by association?

Recently I placed an on-line order with a well known company to deliver two items directly to a friend’s workplace. The goods were paid for on-line, I received an email confirmation. All good, expectations met, a positive Moment of Truth.

A week later I received an email from a Customer Advisor informing me that the goods could not be delivered as there was no parking at the delivery address. Having visited the delivery address on several occasions I informed the company by email (as no contact number given) that the delivery bay was behind the building and that access was through a small bus depot. Three working days later I received another email with the same wording as the previous. The email thread included my earlier response. Replying back I highlighted my previous response. Another email arrived, asking me to phone them, no contact number given. I emailed asking for a number. Four days later I receive another email with no reference to my earlier correspondence; however it did inform me that the courier company would not re-attempt to deliver and had brought one (not two) items back to the returns depot. Therefore I would be credited back for that one returned item!

Logging onto their website I sourced a contact number. Speaking to a Customer Service Advisor (CSA), they informed me that the decision had been made (by the couriers) that no further deliveries (one attempt) would be made and that the order was being returned. Asking for a full refund the CSA replied that when the couriers returned the second item I would then and only then receive a full re-imbursement, which may take up to 10 working days! I informed the CSA both verbally and in writing that I was amazed that a company of their size and reputation would allow a supplier to dictate to them and their customers. With a verbal shrug, the CSA finished the conversation with, ‘it’s their fault, not ours’. Patience non-existent and temper very high; this was a very negative Moment of Truth.

What does this mean? Is it possible that a well known company simply does not care about their customers? Is it possible a well known courier company does not care about their customer, or their customer’s customer? Does laying the blame elsewhere, make it alright?

No, no and no!

When meeting with a prospective business partner to work alongside, do you ask them directly about their customer care values? Do you accept their answer or delve deeper. We are all very good at paying lip service to Customer Care and yet in reality many are only providing a Customer Service.

Have you thought what happens to the supplier or contractor, when the other side is not delivering excellent customer care? Is it Guilty by Association? When our reputation is ruined at the hands of another, how easy is the comeback? Or is the question, how do we make certain that we leave nothing to chance when it comes to ensuring our reputation stays in tact? For every negative experience that a customer suffers, it takes on average 10 great interactions to balance (not forget) the scales!

How can we measure another’s Customer Care values? Amongst other measurements we can look at:

Asking - Ask the company/individual directly. Ask others of their experiences with the company/individual. Check out any references on the internet. Do they actively seek customer feedback and complaints? What’s more, ask what they do with the feedback. What actions do they take to improve customer care?

Noting - Note the quality of the interactions, how is their timeliness, appearance? Are they courteous? How would you rate the quality and efficiency and ease of doing business? Do they look to problem-solve or blame others? According to research carried out by the Institute of Customer Service, customers perceived the above elements as being the most important in service delivery.

In order to ensure that both parties adhere to an excellent customer care programme all sets of values must be aligned. Communication must be open, honest and constructive feedback is actively sought not just from the customer, also the employees and suppliers! Once sought, action must be taken. A great customer experience must be top of priorities. All parties must buy into ensuring that this happens with every interaction. A positive Moment of Truth is the priority.

Until next month…. Coming together is a beginning; keeping together is progress; working together is success. Henry Ford 1863 – 1947

To view original document: <a href="http://www.buteltd.com/sites/default/files/Moment_Of_Truth_March_09.pdf>Training Journal - Moment of Truth, Mar 09

Complete article from the Training Journal, March 2009 www.trainingjournal.com.