NOTA AICEX: ascoltare ed interagire con i clienti è dar loro quello che si attendono.
The Smarter Café guy is taking yet another vacation day today, this time for the wedding of his daughter, Jessica. When he arrived at the seaside hotel last night, the 3 bedroom suite wasn’t cleaned! He sulked through dinner with (Play)Joyce, but returned to a clean suite, an apology letter, and a one night credit! Once he gets some coffee this morning his frown upside down will be complete. Until then, here’s a very timely guest post from Melissa Spinella, Services Marketing Manager at Kronos.
I work very closely with our Customer Experience team who tirelessly measure customer satisfaction and ensure that those who don’t have a positive experience are contacted directly to discuss and hopefully resolve the issue. So when an article titled, “Customer Service via Facebook: Benchmarks and Trends” popped up in my MarketingProfs daily email, I was intrigued. The article focuses on a recent report from Socialbakers where they analyzed how 54,000 brands from around the world handle customer interaction on Facebook. The actual results were eye-opening to me. In this day and age, 87% of these major brands with over 500,000 fans think it’s ok to not even allow their customers to interact with them on FB?! And those that do allow interaction, more than 1/3 of the 1.5M questions posed by customers were left unanswered – and that’s just in Q2 FY14!
I’d like to think that some of those unanswered questions may have been handled offline – that the questions may have indicated an unhappy customer and the brand wanted to make sure that their personal needs were handled without jeopardizing personal information (yeah, I’m a glass half-full person). But Kronos does that, both in social media, and with the customer surveys we send out. If a customer responds negatively to a survey, an alert is generated for an individual identified as being able to best help the customer – whether it be someone in development or perhaps in training. That person is held responsible for contacting the customer, gathering information about their issue, researching a resolution, and providing that resolution to the customer. Sometimes potential product functions and features are uncovered that are added to the product roadmap, sometimes the customer just needed a little hand-holding, other times, the customer is just ticked and needed to vent. Whatever the case, it’s nice to know that we take the time to connect with our customers, listen to them and help them in any way we can. It’s all about giving them the experience they expect.
AICEX Customer Experience Italian Association