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
Rating: 2 (anytime they don’t burn down your house is a good support experience)
BrightStar Credit Union
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