Lovemarks in Action: The Three P’s of Customer Service
In a recent survey by Zogby Analytics and MSN, 1,500 consumers in the U.S. were asked to rate their customer satisfaction levels on 150 brands. “To get an ‘excellent’ or ‘good’ rating, the person has to be completely satisfied,” says Chad Bohnert, Zogby’s Chief Marketing Officer. Looking at the results, issues resolution is the key determinant on how well a company scored in the survey. What are companies doing to prevent problems from arising and what do they do in the event that one does? Looking at the top 10 companies rated for excellent customer service, how do these companies show Lovemarks in action?
It has to do with People, Performance and Personalization. These three Ps are themes that frequently appear in brands that have made it into the “Hall of Fame” when it comes to great service.
People: Lowe’s invests 350,000 hours a year on training their staff on how to interact with customers in a way that accurately represents their company. Having the right staff is an essential part of delivering great customer service. They are the point of contact and interaction for your brand. Having people that believe in your brand, who are fans themselves of your products, and who see their work as contributing to the success of the company, will have an effect on your audience. Their enthusiasm should be contagious! A Lovemark company needs to have the Respect and Love of its own people before it can ever be a Lovemark to others.
Performance: Google and Amazon.com are two companies that rate high in customer service because they deliver on performance. Things work most of the time, and sometimes they work so well that the demand for one-to-one customer service is minimized. A part of customer service is making sure your product works the way it should to begin with. If the product is broken, no amount of empathy will be able to fix it.
Personalization: To deliver more than a customer could ever dream of, a company needs to understand its clients’ wants and needs. They need to view each customer as someone unique and valued. One way to do that is to make the time to get to know your audience. Who are they? What do they like? Dislike? Why do they choose your product or store over a competitor? How could you transform your current transactional relationship into one that is emotional?