In my last column, I cautioned readers about social media and the negative effect it can have on online reputation management. Here’s a quick recap: The key to a positive reputation is to look at every possible customer and prospect touchpoint and make sure it’s buttoned up tight. Every interaction, every touchpoint needs to be quality-driven, otherwise your brand is going to take a social media beating.
There’s just too much prime opportunity online — e.g., Facebook, Twitter, YouTube, blogs, etc. — for brands to get dinged when they screw up. In the few weeks I’ve been back from vacation, I’ve been thinking about this as I go about my day-to-day dealings with companies.
Twice in the last few weeks I’ve gotten dinged: once by a salesman and once by a so-called customer service rep (CSR). But helping to restore my faith in our industry, I also recently had a fantastic customer service experience as well.
But first the negative:
And the positive:
I don’t know about you, but every time I have to call a company’s customer service department I get a bit nervous in advance. Most of the time I know I’m going to be treated poorly by poorly trained, poorly managed people who are totally indifferent to me and my plight.
This message is for all of the C-suite people who read my column: Go to your call center now! Listen to your CSRs’ interactions; then do something about them. People are talking about you whether you like it or not. Positive or negative — it’s your choice.
Filed under: CRM, Customer Service, direct marketing Tagged: | direct marketing, direct marketing consultant, direct marketing management, e-commerce marketing, effective business communication, Gilbert Direct Marketing, great customer service experiences, Jim Gilbert, linkedin, mail order management, multichannel marketing, Social media, treating customers right, web 2.0