Are You Really Listening to Your Customers?

If you ask their customers the same question, the “exceptional” service isn’t always so exceptional.  On any given day, a huge disparity exists between businesses and consumers when it comes to the perception of what it takes to deliver quality products and services. 

 

Why do companies fall short on delivering great customer service? One reason is that companies treat all their customers the same, lumping them in a generic service response box, rather than listening to their customer’s unique voice.    

 

Armed with the likes of Facebook, YouTube and Twitter, consumers are leveraging their collective voices to influence brands and share product or service experiences.  As a result, consumers are in the proverbial driver’s seat, creating a network of highly motivated advocates that is infinitely more powerful than the parochial voice of the company.

 

Transparent organizations are encouraging their customers to use the same social media sites to provide invaluable feedback for the whole world to read. These comments enable companies to improve product offerings and enhance the service experience.  More importantly, it provides a connected platform that helps to elevate the customer’s commitment to the brand. 

 

Recently, my family experienced a catastrophic failure – our broadband connection stopped working, which could be described as Armageddon in disguise (okay – a bit dramatic, but not too far from the truth). This broadband pipe provides meaningful content, where life exists, as my kids understand it.  

 

The service I received during this episode was exceptional. The cable company and the manufacturer both receive outstanding marks for a job well done.  In fact, I called the cable company at 9:00 pm, and after it was determined they needed to perform a site visit, they asked if a technician could come out the next day between 8:00 and 10:00 am. I was pleasantly surprised by such a rapid response.  

 

Great companies have learned to differentiate their branding message by leveraging their customers’ collective voices to promote exceptional customer experiences, helping to grow their brand through the customers’ voice rather than the company’s. The brand and customer service experience are not controlled by traditional methods anymore. A relentless customer focus is essential in delivering a remarkable and compelling experience – otherwise known as the “wow” factor.

 

Customers have varying perspectives on what defines exceptional customer service, each of which provides a true compass for your company to fine tune its products and services. Understanding the customer’s expectations creates a solid foundation to build a powerful brand and ultimately wows consumers into becoming loyal advocates of your company, separating you from the competition. 

 

I encourage security professionals to attend ESX 2012 to learn more about the best practices to keep you connected to the voices of your customers.