Customer Service in Times of Change – Insights.
Posted on Aug 21st, 2010
In my previous post I chronicled a recent service experience with a promoter of National Customer Service Week to highlight a common problem of mistaken empowerment with disastrous business results. I recount the same story here, now with a focus on the challenges that customer service and technical support teams face in times of great change. Here is what happened and customer service insights on change, change resistance, and rebuilding trust.
The Service Experience
A company actively involved in promoting National Customer Service Week approached me to be an advertising sponsor. This was the first year they decided to sell advertising sponsorships. They sent information explaining levels of sponsorship, cost, and what each level of sponsorship gave me. Initial discussions went well. We agreed on the size of the online logo ad pretty easily. He asked me to send a short paragraph about myself for their first email bulletin. After receiving my text, he replied that the paragraph looked great and they would run it as is. The service experience was easy and well paced.
Things suddenly changed when he sent a proof of the bulletin. I was shocked to see they used only one line from my write-up. To make matters worse, they changed my verbiage into bland, boring words. His question to me was “WOW, doesn’t it look great?” No it didn’t. I called him and asked what happened? He said, “Don’t worry we want you to be happy. I’ll get back to you.” Before he hung up, I said if we are limited on the number of words, I will be happy to rewrite it. However, the words must reflect my brand.
He emailed me a new version that was slightly longer. Sadly, the words were modified again. To me this was strange behavior and a blatant downward shift in service. It was after hours so I waited until the morning to call him. I left this voice message. “Since I don’t understand what is going on, can’t get any answers, and have no trust that the remaining advertising activities will be handled appropriately, I am going to pass on the opportunity to be a Gold Sponsor. I wish you continued success.”
He sent me an email saying the source of yesterday’s struggle was the editor of the email bulletin who insisted the bulletin have the same look and feel as it had for the last 10 years! He offered me a discount on the membership and said they would print my paragraph the way I wanted it. What he didn’t address was the loss of trust from the daylong confusion. When I asked him if he could assure me that my remaining ads, my time, and my brand would not be affected by their internal struggles, he emailed “Evidently you have a bad taste in your mouth about this and it’s best we terminate this relationship”.This company, one of the official promoters of National Customer Service Week, undertook a big change – selling advertising sponsorships. What they apparently did not do was change their mindset from continuity and tradition to the new business of representing sponsors for a fee.
Insights
- This economy presents sudden and intense changes that require flexible agile teams. Nimble teams win business. Lumbering, slow teams lose. Teams that are intensely focused on procedures — like many customer service and technical support teams – may find themselves in the lumbering category and ill-equipped to deliver superior customer service. How agile are your customer service and technical support teams? There are ways to become nimble and the time to learn is well before the change. Software development teams are transforming to be more agile: Agility Community Summary.
- When struggles erupt internally, think long and hard before pretending to the customers that things are progressing normally while projecting confusion. As you string business customers along you are impacting their businesses. They walk away for the sake of their businesses. Are change resistant employees costing you customers, reputation, and revenue?
- Rebuilding trust after difficulty requires more than one attempt and is not done well through email. Business customers and consumers will take time to trust you again. When you have broken the trust, talk to the person – don’t write. He mistakenly chose email to communicate rather than the phone. He claimed he emailed to give me time to think. Yet his second email immediately terminating the relationship disproved that claim. He wanted to be in sole control of rebuilding the trust. He wanted to define the only issues that mattered – price and verbiage in the bulletin. He wanted there to be only one offer. When I didn’t immediately say “OK”, he severed the sales and service relationship. You can rebuild trust if you share control of those moments with the customer. Prove your value on the issues that matter to the customer not just those important to you.
Customers remember moments. How do you want to be remembered?
Please share your insights about delivering superior customer service during times of change. I welcome your comments below.
Kate Nasser, The People-Skills Coach, has for 20 years delivered customer service and teamwork training for dynamic teamwork and the ultimate customer experience. See footage of her workshops at KateNasser.com and preview her new customer service and sales training DVD about American regional differences.











