In a last ditch effort to get to Salt Lake City for the Outdoor Retailer show, I recently spent most of my Saturday online trying to find an relatively inexpensive way to fly there. I had two key criteria — low cost and short travel time. With multiple web browsers open, I searched Aeroplan, Expedia and Travelocity for several hours before I was finally able to say: “Mission accomplished!”
The result was a flight on points to Chicago and then a low(ish)-priced flight from Chicago to Salt Lake City. The only hitch was a very tight connection in Chicago. Since I was exchanging an existing points flight, I made the arrangements over the phone with an Aeroplan agent. When speaking with the agent, I asked if I could select my seat — to try for a seat at the front on the plane. The agent told me I would have to call United directly. Okay, but wasn’t I booking my flight through Air Canada?
So I called United. After a few minutes of picking my way through a variety of prompts and selections, I was able to select my seats (in the back half of the plane). The process was completely automated — which was kind of cool – but I never had the opportunity to speak with a real person — to explain that I wanted to be as close to the front as possible. Hmmm, not very satisfying, but it would do for the time being — at least I had a seat. I figured I would try to change it later when I checked in.
Since I was traveling on two different tickets, I thought it would be a good idea to call Delta to see if I could ask them to put a note on my file to say I would be arriving on another flight, one not connected to my ticket I purchased through Expedia, with a tight connection.
When I called Delta, it rang a few times before it was answered — by a live person! I had expected to go through a number of prompts, then wait on hold — potentially for many minutes — before being able to speak with an agent. It was quite a shock to immediately reach a real person.
I explained my situation, but she was unable to make such a notation. But it didn’t really matter, I was still basking in the warmth of being able to quickly have a conversation with someone to get an answer to my question, even if it wasn’t the answer I was hoping for. It gave me warm and fuzzy thoughts towards Delta.
Often, it’s the little things that make a big difference. This small experience with Delta customer service made a big impression on me. It was so completely different from the experience I was expecting. It’s also a good example of a concept discussed in “Free Prize Inside” by Seth Godin — that something remarkable and unexpected will get people talking about your business or product.
These days, telephone customer service continues to be one area where most companies could make serious improvements. Smart companies might consider following in Delta’s footsteps and start reducing the barriers to communicating directly with customers — barriers that were created in the name of cost-cutting or efficiency, but which have seriously impacted the quality of customer service.
Monday, July 27, 2009
Monday, July 13, 2009
The importance of keeping in touch
Last year, I was thinking about selling my house. To help with the decision, I wanted to get an idea of what the house was worth. The best approach seemed to be to contact one of the many real estate agents who were soliciting business in my neighborhood to get an appraisal. In a 3-month period, I had received a number of direct mail pieces from four different agents. After reviewing the materials I had received and doing a little research online, I chose to call two of them.
The first agent I spoke with was friendly and personable. We made an appointment for him to come by and look at the house, after which we agreed to meet again in a week or so to go over his research and findings. In our conversations, he revealed a good understanding of the area and a recognition that my house was somewhat unique as it is more in the style of the adjoining neighborhood, a factor that would have an impact on how it was marketed. We also discussed any repairs or improvements that should be done before the house went on the market. During the several weeks that we spoke and met, I was impressed by him and felt confident that I would be satisfied with him should I decided to put my house up for sale.
Then, I never heard from him again. I realize that I was not sure that I even wanted to sell my house but I thought it was strange that he never even followed up to see what my plans were.
On the other hand, my experience with the other agent was quite different. By the time we spoke, I had already gotten the ball rolling with the first agent. I didn’t want to lead this guy on, so I told him I was still thinking about what I wanted to do. He asked if he could follow up in a couple of months, to which I replied: “no problem”.
Follow up he did. He called every few months to see what I was up to — I was still undecided. And I got on his mailing list, receiving branded notepads and a calendar at various intervals — useful items that put his name in front of me on a regular basis.
Recently, the moving bug was in my head again. So who did I call? Not the first agent, with whom I was initially so enamored. Rather, I called the second agent who had been persistent in keeping in touch with me.
Although I still haven’t decided yet whether I will sell my house, I have changed my opinion on who I will chose to represent me should I decide to move forward.
This is just an example of why it is so important to continue to communicate with your customers and your prospects. Just because someone is not ready to buy, it doesn’t mean you should write them off. Rather, it is just as important to continue a dialogue with them so that you gain a deeper understanding of what they are looking for and what their barriers may be.
The approach, of course, will differ depending on your product, but simply keeping your name in front of the prospect will go a long way in making you the first person they think of when it comes time to commit to a purchase.
The first agent I spoke with was friendly and personable. We made an appointment for him to come by and look at the house, after which we agreed to meet again in a week or so to go over his research and findings. In our conversations, he revealed a good understanding of the area and a recognition that my house was somewhat unique as it is more in the style of the adjoining neighborhood, a factor that would have an impact on how it was marketed. We also discussed any repairs or improvements that should be done before the house went on the market. During the several weeks that we spoke and met, I was impressed by him and felt confident that I would be satisfied with him should I decided to put my house up for sale.
Then, I never heard from him again. I realize that I was not sure that I even wanted to sell my house but I thought it was strange that he never even followed up to see what my plans were.
On the other hand, my experience with the other agent was quite different. By the time we spoke, I had already gotten the ball rolling with the first agent. I didn’t want to lead this guy on, so I told him I was still thinking about what I wanted to do. He asked if he could follow up in a couple of months, to which I replied: “no problem”.
Follow up he did. He called every few months to see what I was up to — I was still undecided. And I got on his mailing list, receiving branded notepads and a calendar at various intervals — useful items that put his name in front of me on a regular basis.
Recently, the moving bug was in my head again. So who did I call? Not the first agent, with whom I was initially so enamored. Rather, I called the second agent who had been persistent in keeping in touch with me.
Although I still haven’t decided yet whether I will sell my house, I have changed my opinion on who I will chose to represent me should I decide to move forward.
This is just an example of why it is so important to continue to communicate with your customers and your prospects. Just because someone is not ready to buy, it doesn’t mean you should write them off. Rather, it is just as important to continue a dialogue with them so that you gain a deeper understanding of what they are looking for and what their barriers may be.
The approach, of course, will differ depending on your product, but simply keeping your name in front of the prospect will go a long way in making you the first person they think of when it comes time to commit to a purchase.
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