From the CEO’s Desk | Oh the Humanity of Customer Service!


Everybody knows that customer service is never as perfect as we’d like it to be. But we can get pretty damn close.

Delta ran a campaign years ago in which the slogan was “We love to fly and it shows”. But every time there was a customer complaint, they threw this phrase back in Delta’s face. You would often hear rumblings to the tune of: “I guess that flight attendant did not really love to fly after all!” Delta’s answer was to refine their messaging to “striving to be better every day” and “keep climbing.” That’s an important lesson that we can all take to heart.

Given we’re in a tech-based industry, customer service is as much a part of our success as a great product. That means not only delighting customers with service, but having the systems in place to ensure a quick response and on-hand inventory should you need parts replaced or overnight shipping.

As a growing company we’re working on all those things that create an outstanding experience, like implementing a customer service and support solution and conducting customer research to make sure we are doing things right. But that’s just table stakes as far as I’m concerned. There’s more to customer service than a top notch response system. So here’s my take on what that extra mile should mean:

The customer is always right, even if they are wrong – If they think something isn’t working, then as far as we’re concerned, it isn’t.

Every complaint counts – Complaints, no matter how small, should never end up lost in a junk folder.

A speedy reply keeps customers happy – We pride ourselves on replying to requests in a timely manner, even on weekends (unless we’re sleeping – although we somehow seem to manage to meet good response timelines anyway). If we don’t have the answer right away, we’ll let you know and follow up once we do.

Saying sorry isn’t enough – When you call in, wouldn’t you rather hear someone saying they will look personally at your issue or follow up on your behalf? We certainly think so.

We’ll never tell you to go back and read your manual when you have a problem – If you have compatibility concerns, we’ll do the research for you. We also answer tech questions on our blog so you have somewhere to go when you have a question.

Admit that it’s not a perfect world – Sure there are hiccups now and then. But we do believe in keeping it real, which means being interested and proactive in addressing your concerns. It’s all part of doing business.In this Seth Godin article “The Complaining Customer Doesn’t Want a Refund”, he says the complaining customer wants a connection, an apology and some understanding. They don’t want to feel stupid, ripped off or disrespected. In other words, they want to be treated like human beings, no matter how big a business becomes or how technical the product can be. All I can say is, we hear you!

What is the absolute worst customer experience you’ve ever had? How might it have been avoided?

By Werner Sievers, CEO

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