This is a continuation of 3 Ways To Ensure Your Customer Service Doesn’t Suck.
Every interaction with your members results in one of three ratings:
- Exceed expectations. (Impress)
- Meet expectations. (Satisfy)
- Miss expectations. (Disappoint)
Like you, I’m all about exceeding expectations. But it’s tough to do all the time. Let’s take a look at some recent customer service experiences and see what can be gleaned to increase your proportion of #1s. Click the company name to see the experience.Florida Blue
A week later with no response, I wrote back. Now they recommended a phone call, which, despite a long conversation and the agent saying it should work, I had no such luck.
Their conclusion: The problem is a problem. Work around it.
Two more frustrating exchanges until they seemed to grasp my request, passing it along to their app development team.
Rating: 2 (anytime they don’t burn down your house is a good support experience)
Another experience came during a flight, where their in-seat entertainment failed (for me and the row behind). A crew member had us all enter our information in a tablet to send out a voucher. It never arrived. I asked over Twitter a week later and was told it was on its way. Another week later, no luck. I wrote back, and they issued it manually within 10 minutes.
Their systems faltered, but the people were empowered to step up.
I’ve written about my credit union in the past. They’ve had challenges, and still have a ways to go. However, they are on an upward path. The app security issue? Fixed. Twitter replies arrive a bit sooner. Even phone hold times are 10 minutes or less (yes, that’s a dramatic improvement).
But it was with my recent vehicle loan refinance where they shined (Get it? Bright…star? “Yes, I’m a natural blue.” – Dory). The evening of my vehicle purchase, I completed their online forms. Two days later, I had a personal reply from my now-dedicated MSR. I shared all necessary paperwork, information, and signatures.
All questions and interactions were answered within a day. If not for waiting on the original lender, she would have had my refinance done in a few days.
What can we learn from these experiences?
- Florida Blue‘s problem was a lack of follow-up coupled with a technical glitch that no one knew existed (or how to fix).
- Intuit either used a bad keyword checker to auto-generate replies or their support team has an inability to read the most basic requests.
- Comcast…who knows. They have so many conflicting systems, departments, and people. It feels built to under-deliver. Don’t let your credit union get that complicated.
- JetBlue has built their reputation on great service, and even when things go wrong, they are on top of it. I should also mention, that last interaction with them was on a Sunday evening.
- BrightStar has come a long way. They’re still not my PFI for a few reasons, but I’m happy to have my auto loan with them. It was everything a member experience should be: Timely, personal, and clear. Oh, and they helped me get a great rate.
I read somewhere that all customer satisfaction surveys are meaningless if they don’t ask this one question: Would you recommend this product/service to your friends or family?
Well, what would your members say?
Image credit: http://media.idownloadblog.com/wp-content/uploads/2011/05/customer-satisfaction.jpg