The Data

The data that can be collected through customer programs, email lists, or any of the hundreds of sources available is precious; you don’t need me to tell you that. Every small piece of information that can be collected or responded to via Twitter or Facebook is an entity sensible enough to tip a customer in or out of what you offer. Jeremiah Owyang mentioned at Altimeter Group that,

For companies, real time is not fast enough. Companies need to be able to anticipate what customers are going to say and do, in order to keep up.

However this may be true, it seems almost unfeasible. Problems can be expected and they will arise; we cannot predict when and how they will come about, but as a company focused towards our clientele the client can expect for us to know about them and their problem.

Using the data in a way to understand, predict and embrace the client we are catering directly to the client’s expectations about the relationship they have with the product or service and going beyond what they expect. Why? Because “we” know already what they are expecting. Take for example, a customer expresses their concern via Twitter before engaging us we are aware through the data we collected: their situation, their concern, them as a customer, and their expectation. The data allows us to meet and exceed expectations and engage the client before they engage us!

The Human

The client doesn’t care what your department is or what your job description is. If they have a complaint or a problem, they expect an answer or a solution quickly, efficiently and that works on the first time around. Mashable has a very well expanded post on Social CRM and this graphic was included by Jacob Morgan of Chess Media.

The focus here for me, is on the right hand side noting “Human Decision”. This point here in my opinion is the make or break point in any social CRM interaction. Whether the decision by the human becomes an automated response or a human response should depend on the type of problem and the type of interaction, these choices should never be programmed responses until verified by a person.

Because of the expanse of social media and the interactions the way they can flow through blogs, Twitter & Facebook updates being transparent in your policies and bring the whole company together to understand the client, the problems possible, expectations of resolution will always be the key to understanding the best way to approach and be socially responsible for the fallout or success.

Social CRM is not new, nor has it changed the ways a company should treat it’s customers. Why is it though, that every customer service I interaction I have had through Twitter exceeds the kindness and more importantly the effort put out by when I call or email a customer service department? This isn’t right.

Whether or not your are being reached through social networks or not, the key aspects to giving excellent customer service from my view are:

• Listen – Take in everything the customer has to say, let them workout the details for you, vent (if they’re mad), and really just be quiet until they are done.
• Analyze – What have they said? What are their priorities? What do they want your help with? How can you give them what they want?
• Empathize – Don’t feel sorry for them and don’t throw a pity party, that would only make them even more frustrated. Truly try to understand what their situation was, and how would you feel if you were in that situation.
• React – Find the best solution that gives them back what they need. If possible, do something extra for them. There will always be policies to abide by, but if you can give them something better or go beyond what they need I can promise you they will come back.

Incorporating the data and a human element (empathy) social CRM will and has begun changing the way we look at social media.

Image by mcgill.alumni

Related posts:

1. We’re Losing the Social
2. Going Beyond The Sale
3. Long or Short Social Strategy – Part 2 – Short Term in Long Term

Telephone Kindness

There have been too many times when I have called a small business and I get someone on the phone who doesn’t want to be there. You’ve probably heard that you can hear someone smiling on the other end of the line, well you want to keep that mentality. I called one company and the guy said, "Now listen to me here". I almost flipped on him, NO! I’m the one calling, you listen to me! If you have a telephone rep saying that, get them out of your office now! I have since refused talking to any of the operators at that company and speak directly with the Customer Service Manager. So please, be kind on the telephone, don’t be sympathetic be empathetic. There is a difference. Your kindness over the telephone is a mirror of the kindness a person would expect while dealing with you personally.

Image: Starheadboy

Face to Face

Your body language tells a lot about how you’re dealing with the situation. Make sure that your tone of voice and your body language shows empathy with your customer, don’t pity them. Sometimes dealing with a yelling arguing customer is the most difficult thing, let them vent, and be in an understanding position of their complaint. At the same time however, you don’t want to seem like you don’t give a rat’s ass about their complaint.

Resolving The Problem

This tends to be a little more difficult. In the hotel and tourism industry, discounts and complementary rooms or items are all over the place. But in a small business this tends to be a hot route to losing money. Do your best to offer your customer the chance to try something new before others, or give them priority with certain aspects of your business. Discount their product or return if necessary, but offering minute additions to your services for no cost is always a good way to get them back. By giving them something small to make up for a major difference you’re keeping their business, while not losing hem or your money.

Related posts:

1. The New Life of Customer Service
2. Social CRM – Data & Humans
3. What Kind of Service are You Getting?

Related posts:

1. Small Business Customer Service
2. What Kind of Service are You Getting?
3. Social CRM – Data & Humans

• What do hotel front desk staffs do for you to make your stay better than ever?
• What do they do to make it better?
• If something goes wrong what is the best thing they can do for you?

Now don’t get me wrong, we are an amazing hotel and have amazing staff. We  ARE a brand new hotel (6 mo.) But I know many of you stay in hotels often and run into many things. What kind of suggestions or comments do you have?

Related posts:

1. The New Life of Customer Service
2. Small Business Customer Service