We love to hear what other people think of a product or service don’t we? The film industry relies upon the snappy sentences offered by critics to promote their latest blockbuster. Praise from literary critics and respected individuals adorn the covers of business books.
For retailers and service providers, there’s a tremendous feeling shared when a positive review is received. It makes all of our hard work and endeavour worthwhile. So… we don’t mess it up, do we?
Last week I ordered a new set of business cards from an online print shop I’ve used on half a dozen occasions. Each time the cards have been beyond the quality I’d have expected. Not the cheapest, but the quickest and most rounded service I’ve received.
For this order, the price didn’t concern me. I didn’t fish around for voucher codes. I just knew I wanted to do business with this particular company. As I’m now accustomed to, the cards arrived in a timely fashion and showing all the signs of quality that keeps me coming back to this company again and again.
HEY… JUST HOW GOOD ARE WE?!?
So, it was about time I displayed my appreciation. It’s easy for us to share our frustrations, but great service demands great feedback.
Ding! Incoming email from the printers. They wanted to know what I thought of the service I’d received and invited me to respond via email. A nice email, more than likely automated, but it still carried the hallmark of a business that cared.
I penned a couple of paragraphs informing them of my delight at the continued level of quality service. Even mentioned a few of their competitors who I’d used prior… and never again, thanks to their excellent service.
I may as well have signed off the email as ‘your new found advocate, Ian’. I’ve recommended them to a range of friends, family and clients. Top notch service.
Ding! Incoming email. Yep, thanks for your feedback… great to hear… hope you use us again…. would I like to provide further feedback … here’s a link to a review site… and another… and another… and one more for good measure. Signed off ‘customer service’.
SUCKER PUNCH!
For whatever reason, the printers had decided to use a further automated response to my feedback. I presume there’s one email for ‘yay’ and one email for ‘nay’. Seriously… this is bad practice. Really bad practice. Here’s why.
No matter how much great service you offer how often do you receive a complimentary email stating your continued advocacy and delight with a product? These emails are gold dust. They should be printed and stuck to the walls of your canteen. They provide a reason for your business’ own existence.
IT TAKES A MINUTE TO PEN A PERSONAL ‘WE APPRECIATE YOUR FEEDBACK’ RESPONSE.
There’s a time to use email automation and a time not. Asking for feedback? Yes sure, automate away, keep it concise and sign it off by a real human. A response to feedback? Make time. Make time to show you care. Words fail me as to why you would want to employ automation to the response of your biggest advocates.
This isn’t a ‘man, I’m not appreciated by this company, woe is me…’ article. This is about knowing when to take on a human and personalised approach to customer communication.
If you’re fielding fan mail each and every minute, seriously, employ a junior to simply respond acknowledging the aspects of your business that stood out for customer.
Will I continue to shop with them? Yes, the service is outstanding. Will I share my experience again with others? I doubt it.
That’s the difference between a regular customer and a brand advocate. Don’t mess it up.
Takeaway: There’s a time and a place of automated dialog. When you’re planning the response procedure to any outbound request for information make sure that you’re prepared to handle response personally, whether positive or negative. Know when to switch off the automation and reach out your hand for a high five.
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