{"id":43030,"date":"2014-08-23T14:53:18","date_gmt":"2014-08-23T13:53:18","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=43030"},"modified":"2014-08-23T14:57:22","modified_gmt":"2014-08-23T13:57:22","slug":"43030","status":"publish","type":"post","link":"https:\/\/alienbabeltech.com\/main\/43030\/","title":{"rendered":"Living on the Edge, Dealing with Customers"},"content":{"rendered":"

Dealing with Customers, Issues in Realer than Real Time<\/strong><\/h3>\n
\"\u201cThe<\/a>

\u201cThe only one that thinks that this is a game is you, man. This is real. We are here to show those guys that are inching their way on the freeways in their metal coffins that the human spirit is still alive\u201d \u2013 Grommet, \u201cPoint Break,\u201d 20th Century Fox, 1991<\/p><\/div>\n

You probably won\u2019t believe this but companies are spending millions every year on their Customer Relations Management (CRM) systems.<\/p>\n

In fact, it\u2019s about a $13B market with more than $1B being spent on Social Media CRM, the fastest growing segment of the product category.<\/p>\n

We know what you\u2019re thinking right now \u2013 \u201cWell they could pick up the **** phone,\u201d \u201cThey could respond to my Facebook post,\u201d \u201cThey could answer my Tweet complaint.\u201d<\/em><\/p>\n

True, but CRM systems aren\u2019t really about you.<\/p>\n

O.K., they are and they aren\u2019t because companies really do want\/need their customers.<\/p>\n

These elaborate, expensive systems are more about the company\u2019s sales, marketing and service areas and using the rich data that social media produces about the competition, customers, prospects.<\/p>\n

It\u2019s about seeing buying patterns emerge so future products can be delivered to the customer.<\/p>\n

CRM is about pinpointing where product problems are occurring so they can be resolved\/solved before everyone in the marketplace knows they exist.<\/p>\n

Bodhi saw what was going on and said, \u201cThis is stimulating, but we’re out of here.\u201d<\/em><\/p>\n

If the focus of CRM was on the customer, then service and support would take the lead and then it would move outward in the organization.<\/p>\n

Instead, communications starts by monitoring social media, marketing becomes involved, then it moves to service\/support\/response and finally throughout the organization.<\/p>\n

\"Source<\/a>

Source – Gartner<\/p><\/div>\n

Wrong Starting Point<\/strong> \u2013 CRM doesn\u2019t start with trying to figure out what your message should be to attract, sell more customers. Instead, CRM should begin at the point where you\u2019re the strongest (or weakest) with the customer by tracking strengths and weaknesses in products, services, systems. In today\u2019s increasingly online world, it is the consumer who determines what is good\/bad, strong\/weak about a company, brand, product.<\/em><\/p>\n

Customer relations is such a marketing-driven activity that marketing folks were everywhere at Salesforce.com\u2019s Dreamforce event late last year; and Gartner has been hyping their Magic Quadrent for CRM systems.<\/p>\n

You Don\u2019t Control Relationships<\/strong><\/p>\n

The problem with the event and Magic Quadrent is that all of the technology focus and discussion was on controlling customer relationships, not using the technology to support and streamline the relationships.<\/p>\n

We realize we\u2019re being overly simplistic; but the customer should be at the center of the activity, not marketing and communications because without that singular drive\/focus, we end up with a heckuva\u2019 system that talks to itself.<\/p>\n

Communications, marketing people clamor for, beg for, pay for Facebook Likes and Twitter followers.<\/p>\n

That\u2019s sorta\u2019, kinda\u2019 cool we guess; because what the heck, everyone wants people to like them and everyone wants people to follow them.<\/p>\n

Who wouldn\u2019t?<\/p>\n

But what about the lost, confused customer who has an issue, a problem, a question?<\/p>\n

Next to a phone call or online support team, you\u2019d think that a Tweet to the entire world would be a great way to get someone\u2019s immediate attention and assistance.<\/p>\n

It doesn\u2019t quite work that way according to customer experience research company Maritz Research.<\/p>\n

\"Source<\/a>

Source – Maritz<\/p><\/div>\n

Talk to Me<\/strong> \u2013 Most of the problems, issues and complaints don\u2019t come from Twitter and other social media users, it is just that they are the most visible and can create the greatest amount of noise that you have to wonder why they are so widely ignored. Or, do the huge outcries only happen with \u201cthe other guys?\u201d<\/em><\/p>\n

They found that nearly half of the consumers who tweeted a brand complaint expected the company to respond\u2014or at least to read their tweet. It turns out only a third of them received a tweeted response.<\/p>\n

Even if it wasn\u2019t the complete solution the Twitter complainer wanted, Maritz found that 75 percent of the people who heard back were satisfied with the company\u2019s response.<\/p>\n

Silos Defeat Support<\/strong><\/p>\n

Most departmentalized (siloed) organizations feel that responding to customer complaints\/issues should be handled solely by customer service, but prompt response even if it\u2019s to say \u201cI hear you and will get you to the right people,\u201d<\/em> gives people a positive impression about the company and the brand.<\/p>\n

That\u2019s probably why Sir Richard Branson, CEO of Virgin Airlines, was a key speaker at Dreamforce.<\/p>\n

You\u2019re probably saying it wouldn\u2019t take much for an airline to rise to the top of customer engagement\/service in the airline industry, but Virgin\u2019s efforts would put many of your favorite brands to shame.<\/p>\n

When consumers tweet @VirginAmerica during their travels\u2014whether it be a question about the airline\u2019s in-flight entertainment or a complaint about a flight delay\u2014the airline does its best to respond.<\/p>\n

As Bohdi said, \u201cAin’t it wild? That’s what makes it so interesting.\u201d<\/em><\/p>\n

Having someone respond right away, especially an airline, has got to spook (and impress) you.<\/p>\n

Finding out the company actually listens and responds is probably why Virgin has such a repeat customer rate.<\/p>\n

Companies and brands that respond reap huge benefits \u2026 it\u2019s that simple!<\/p>\n

Management takes it for granted that customer service handles everything; but according to the Maritz study, 71 percent of the Tweeters didn\u2019t get a response \u2026 from anyone in the company.<\/p>\n

That\u2019s a pity because firms make a big deal about having flat organizations and being open that the customer should be everyone\u2019s responsibility \u2026 he\/she is the reason you\u2019re in business.<\/p>\n

Solve it First<\/strong><\/p>\n

Especially when acknowledging a query, fixing a problem, assisting a customer can yield such big returns.<\/p>\n

\"Source<\/a>

Source – Maritz<\/p><\/div>\n

Thank You<\/strong> \u2013 Customers who get results from companies because of their Twitter problems or questions almost universally appreciate the company and the product more. Those who hated the outreach would probably never have been satisfied.<\/em><\/p>\n

The Maritz study found that 83 percent of the people who heard from the company liked or loved being contacted.
\nOnly four percent didn\u2019t like the contact.<\/p>\n

Of course, there are also those responses that dodge the complaint and try to sell the Tweeter some more product.<\/p>\n

It happens \u2026 honest<\/p>\n

\"<\/a>


Source – Maritz<\/p><\/div>\n

Don\u2019t Ignore Them<\/strong> \u2013 While responding to requests for assistance, information over Twitter may be uncomfortable; ignoring people online is almost like ignoring them face-to-face. People want to be heard–and often– so just listening is enough.<\/em><\/p>\n

But no matter what your company sells, how good the products\/services are, you\u2019re going to experience negative word of mouth, complaining Tweets.<\/p>\n

Stuff happens.<\/p>\n

Things break, problems arise, employees have bad days.<\/p>\n

It happens to the best of us; and this can be an opportunity to convert angry and upset customers into loyal supporters.<\/p>\n

It\u2019s so satisfying Bodhi exclaimed, \u201c100% pure adrenaline!\u201d<\/em><\/p>\n

It takes a little work; but in the word of mouth (WOM) environment, it\u2019s important to remember that unhappy customers talk to 5 people, and formerly unhappy customers you win back talk to 10.<\/p>\n

Reasons that US Social Network Users Discuss<\/strong>
\nProducts\/Services on Social Network Sites<\/strong><\/p>\n

\"Source<\/a>

Source \u2013 ROI Research Inc.<\/p><\/div>\n

People Compare, Share<\/strong> \u2013 While it might seem that the only time you see a customer online is when he\/she has an issue and wants to share it, that\u2019s far from the truth. Today\u2019s Twitter and other social media users want to know about products, product problems\/issues that are similar to theirs so they can solve the issues themselves and to get ideas on how to best use their products, systems, services.<\/em><\/p>\n

When They\u2019re Hostile<\/strong><\/p>\n

When you encounter an attack Tweet; before responding, remember:<\/p>\n

– Not all negative comments are worth a response, and not all critics are worth trying to win over. There are blatant attacks that people can quickly see through and they will also ignore them. Some people can\u2019t be satisfied even if you volunteer to let them give you 50 lashes, recognize the type and let them rant to themselves.
\n– With negative Tweets, time is not on your side. The longer you wait to respond, the angrier the customer will get; and as we see increasingly, others pick up on the issue and spread it until it\u2019s a five-alarm fire.
\n– Respond like a real person and not a corporate policy robot. People have no problem hollering at a faceless company, but anger fades when a real person says, \u201cI\u2019m Milton, sorry you\u2019re having problems, how can I assist you?\u201d
\n– You\u2019re trying to resolve one person\u2019s problems\/issues; but remember, the two of you are on the Internet stage. People are judging the company and you on how you handle the situation. Don\u2019t argue with the person you\u2019re working with because the moment you do \u2026 you\u2019ve lost the discussion.<\/p>\n

Companies (and you) are living on the edge and are being constantly tested on how much speed, how much adrenaline you can handle.<\/p>\n

While brand and communications folks are pushing customers to like, follow, friend, plus, retweet them; consumers want problems\/issues solved fast. Faster than fast.<\/p>\n

Once your company, your brand, your product is on Twitter, on the face of the wave there\u2019s no simply jumping off and walking home.<\/p>\n

Right now, we\u2019re on the pipeline and there are no firm rules, no speed limits.<\/p>\n

The market–and consumer expectations–are all moving very, very fast.<\/p>\n

Just remember what Bohdi said, \u201cFear causes hesitation, and hesitation will cause your worst fears to come true.\u201d<\/em><\/p>\n

\"<\/a>


Source – \u201cPoint Break,\u201d 20th Century Fox<\/p><\/div>\n

The key for your organization and you to keep in mind is that it\u2019s just like riding a wave<\/p>\n

The customer (or wave) may not always be right, but it\u2019s never wrong; and they are there on your screen.<\/p>\n

Solve the issue and make it to the beach.<\/p>\n

The last thing you want to hear is someone watching how you\u2019re handling things in real time and repeating Johnny, \u201cHe’s not coming back.\u201d<\/em><\/p>\n

# # #<\/p>\n","protected":false},"excerpt":{"rendered":"

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