Saving Customer Ryan:
The Power of Emotional Brand Equity
Author, EMOTIONOMICS & President, SENSORY LOGIC, INC
Dan Hill is the President of Sensory Logic, Inc., founded in 1998 as a scientific consumer insights firm that specializes in gauging both verbal and nonverbal, subconscious reactions to advertising, store environments, and product design, packaging and presentation. He has also provides executive coaching for sales force training relating to interpersonal communication skills.
Prior to launching Sensory Logic, Dan held positions in business and state government. In business, Dan was the director of Executive Communications for the Newark, New Jersey based utility company PSE&G. There he co-chaired a branding task force, organized the annual employee meetings, and was responsible for creating one of the top 11 annual reports in Financial World’s 55th Annual Report Competition. While serving as a regulator at the New Jersey Division of Consumer Affairs, Dan was honored by the state senate for negotiating one of America’s first car leasing laws and spearheaded the creation of a 29-state task force on car repair reform for the National Association of Attorneys General. In academia, Dan earned a Ph.D. in English from Rutgers University and a Masters in Creative Writing from Brown University after undergraduate studies at Oxford University and St. Olaf College.
His award-winning creative writings have been published in The New York Times and noted with distinction in the 1994, 1991 and 1989 editions of The Best American Essays. Since the release of his business book, Body of Truth: Leveraging What Consumers Can’t or Won’t Say, published by John Wiley & Sons, he has been featured in Business 2.0, on NPR’s Marketplace, and quoted in The Wall Street Journal and The New York Times. Dan’s second book, Emotionomics: Winning Hearts and Minds, published by Beaver’s Pond Press, will be released September 18, 2007.
The Technofile.com reports today that Verizon has implemented tools to help customers fix their FiOS services themselves.
The New York-based telecom unveiled its Verizon In-Home Agent, a computer program subscribers can download to help them trouble their own television or Internet connections without having to call the company’s customer service. The application, which for now is only compatible with the Windows operating system, gives users the ability to run the same troubleshooting applications technical service agents run when customers call them. In addition, the program can help users set up their Wi-Fi connections, configure e-mail accounts, set up voice mail.Will Verizon fix its customer service woes by allowing customers to fix things on their own–or will it be more of a disaster for the telecommunications giant?
In an effort to better serve their customers, Verizon has created one number for customer service, 800-verizon. This idea isn’t too new has large U.S. cities have been using 311 has an all inclusive information hotline from noisy neighbors, civic programs to homeless outreach. The idea makes it very easy for customers or citizens to get the help they need. Do you think more companies will follow Verizon’s lead?
Bank of America has taken a new approach to customer service–Twitter. The banking giant, now in a bit of hot water thanks to Merrill Lynch, has decided to reach out to the masses in with help in only “140 characters.” Many readers on Consumerist.com have reported quick help with the website, refunds in fees and cancellations. Check out the Twitter helper at: twitter.com/BofA_help
In July, we posted about the role of ‘digital care manager,’ a position Mr. Eliason from Comcast Cable filled in order to proactively search for complaints and problems in twitter. Since that time, several other companies have joined the bandwagon and are now doing the same. The brightkit blog has posted a huge list of all the companies that now use twitter to track what their customers are saying about them in real time. Here are companies that already have their own twitter pages Southwest Airlines, Dell Computers, Comcast, Starbucks, Jet Blue, Home Depot, Whole Foods, H&R Block, Zappos, Kodak, General Motors, Pandora. And the list goes on for companies that have also responded to problems and complaints on twitter.
Has your company joined the revolution?
According to ZDnet.com, Salesforce.com has unveiled its Service Cloud, a customer service application that’s designed for cloud computing and plugged into conversations that occur on Google, Facebook and Amazon.Customers can use the Service Cloud as a community on these websites and social networking sites to talk about specific products–a more 2.0 version of the message board. The goal of the Service Cloud is to “absorb information into a corporate knowledge base,” i.e., find out when and what people are talking about and use that to enhance their customer service and understanding of consumers. Also, Salesforce.com promises that Service Cloud results will be ranked near the top of Google results and multi-channel’phone, email and chat’support hosted in the cloud. It seems that these online retailers are looking to be a “friend” with the consumers online and will try to engage the consumer about products on a candid level.Post your thoughts on Service Cloud here or on our LinkedIn group.
The worst part of taking a car to a service center in my experience is the time you wait for a call back on the status of the job, price of repairs, or whether or not the mechanics even got a chance to look at the car. According to this post TMC.net, many auto dealers are looking to improve on the customer experience by delivering text messages to customers during the service appointment lifecycle. The amount of text messages sent and received on a daily basis exceeds the total population of this planet. Astounding numbers! This is a great way to get quicker response times and avoid wasted time on approvals and chasing voicemails all day long.
Charlie Gaffney’s article in CIO Today talks about the measures that companies must take to survive in this economic climate. One of the most cost-effective ways that companies can save money is to use email. He claims that email has now surpassed telephone service and its a valuable tool to reach the customer. What do you think? Should customer service be more, if not all email driven? We’d like to hear your thoughts.
It’s great to be here at the NACCM Customer 1st Conference representing Fidelity Investments. Now, more than ever, we are aware how essential customer loyalty is to the continued success of our businesses.
Blogging will be a great way to share best observations and insights from sessions throughout the conference. Amanda just kicked us off so we are off and running…
This morning I came across this post on the Call Center Caf?? in which Curtis Bingham explains that customer service representatives must carefully analyze and rank the customer according to value prior to doing too much to satisfy them. Here are 3 things that Curtis recommends companies doing to protect the best customers and profits:
- Prioritize customers according to value
- Tier the service offering
- Address disgruntled customers according to their priority and service tier
Make sure to use your CRM system to rank your customers according to value; sometimes it’s better off if you send your customers home packing if they are causing too much trouble and money. Secondly, tier the service offering to reflect 2 different segments, the low-price segment and the high-value segment. If the customer is a low priority than do enough not to tarnish the company’s good reputation, but if the customer is a high priority then do everything you can to resolve the customer’s complaint and keep their loyalty.
Do you agree with these methods?