Service Is My Middle Name

Service is my middle name

It's probably just plain stubbornness, but I've always had success at getting my way with companies. I seem to always be looking for fight and I once spent almost a full year once fighting with my cell phone company over $6.54. While I enjoy the challenge of standing up for my rights, in the past week I've had more than my fill.

A Call For Help

My year-old iPod stopped working, my son's new Dell laptop had a sticky "H" key and my cell phone was stolen. There are lessons for anyone who manages customers within each of these interactions.

All three incidents were handled well. There was a day, not too long ago, when service wasn't always guaranteed. Before the days of the internet, a sophisticated supply chain, automated telephone systems and cheap off-shore labor, there was more opportunity for someone like me to demonstrate my skills. I remember back in the early 90s working for a technology manufacturer when we considered 30 minutes to be goal for how long one would have to hold before getting technical support. Thankfully, those days seem to be gone forever.

Remove the People. Of the three, Apple's support was clearly the most impressive. I entered my iPod's symptoms and followed the step-by-step process to bring it back to life. When that failed I filled out a form that included the iPod's serial number. Apple new all about my system (when it was purchased and that it was etched with my name) and gave me options. The next day a self-mailer arrived including everything I needed including strips of packing tape. I dropped it in a box and then got regular e-mail updates about its progress. (iPod received, awaiting evaluation, diagnosis complete, replacement shipped). Within seven business days of losing my iPod, Apple delivered my replacement direct from China with my name etched on the back. I was thrilled that all of this was possible without having to speak to (or argue with) a human being.
Admit Your Shortcomings. I was on vacation and my cell phone was stolen. The problem was I used my cell phone number as my primary contact number. I reported the loss and said I wanted to suspend my cell phone but still needed access to my voicemail. I was told this wasn't possible and was forced to risk paying for the thief's calls or losing my link to life. Unfortunately, the only clear legacy I see of George W. Bush's presidency, is that people are very comfortable refusing to admit when they are wrong. My request makes sense and was reasonable and yet no one was able to say "you are right, we need this and will get it fixed." All of that said, I had a replacement phone 3 business days later and it cost me only $18.
People Make The Difference. There's nothing like spending $900 and have one little annoying problem. A sticky "H" key isn't really that big of a deal, but it was brand new. While Dell offered me lots of automated ways of getting support, they didn't hide my access to a real person. My call was answered immediately. After hearing my problem, my support representative gave me three options. Customers like to have options. Unfortunately the option I chose was a mistake. I elected to let Dell talk me through a home repair to the system. I imagine that landing a jumbo jet as the control tower talked me down might have been easier! She gave me careful step by step instructions and that ultimately weren't clear and I "pulled" when I should have "slid." No problem Sir, we'll send a technician to fix it. Two business days later a guy shows up at my office and concludes that the damage is worse than I communicated over the phone. He could fix it, but he recommended I would be better off asking for a new replacement. So I did. What was remarkable was that after arranging for the replacement, my Dell customer support rep called me twice to give me updates on the progress of my replacement. By calling me, I felt that Dell was taking a higher responsibility for their failings.

We live in good times. The days of the traveling salesman who is long gone by the time there is a problem, are thankfully gone for good. I think it's fair to say that customer service has never been better and things like automation, low costs and being treated like an individual are remarkable advancements for the service world. Companies understand just how important a repeat customer is and as a customer it's nice to have some leverage. But who will I fight with? I guess that's what kids are for.

December 6, 2006