Customers are the lifeblood of an entrepreneurship. And yet, many entrepreneurs have or condone a rather cavalier attitude about their customers. I’ve written before about the Net Promoter Score (NPS) which is one of the best measures of customer satisfaction. A poor NPS is a pretty good indication that something has gone awry with how customers are being treated. Comcast has a -5 NPS. Bank of America and Honda USA have an NPS of zero. By contrast the NPS for Amazon is +62 and for Apple it’s +72. For more information on the NPS, link to https://en.wikipedia.org/wiki/Net_Promoter.
There are several surefire ways to drive down a Net Promoter Score. Explained another way – there are a number of errors that are made that drive away customers. Let’s look at a few sinful service flubs that are all too common.
- It’s not my job. I’m sure we’ve all encountered someone who tells us this. The implication is that this person really could care less about me as a customer. It’s more important to him or her to color inside the lines and take no responsibility for helping me with the bigger picture. By contrast, I’m pleased to report that I recently visited a Bed Bath & Beyond store and asked a salesperson where to find a certain obscure product. Not only did she tell me exactly where it was, but she escorted me across the store and helped me find the right item. Maybe that’s why Bed Bath has a +44 NPS!
- I’m going to give you the royal runaround. The “it’s not my job” approach leads to a far worse malady called, “the royal runaround.” This happens to me frequently when I’m calling a customer help line. First, I have to spend several minutes punching my way through the automated attendant to eventually get to the right person. I don’t know about you, but when I call for service, I don’t want to listen to a recording. I want to talk with a live person. Sometimes when I finally succeed in this quest, the person is friendly and solves my problem immediately. But in other instances the person may tell me that he or she can’t help me and I need to be transferred to another department thereby increasing the chances of being disconnected, or finding out that the next person is also going to shuffle me to still someone else.
- I’m just following policy. This one is just lovely. We try to understand why the defective item we purchased at a particular store cannot be returned to that store, but instead must be sent directly to the manufacturer. “I didn’t buy the item directly from the manufacturer; I bought it from your store,” I explain. “That’s just our policy and there’s nothing I can do about it” I’m told by the customer “service” representative at the store. Makes me wonder why I need to pay a mark-up to the middleman if I’m going to have to deal with the manufacturer when the product fails.
- My job sucks and I’m going to treat you like dirt (or worse). It’s easy to tell when someone who interacts with the public hates their job. I once had an encounter with a person who worked for a large company. I went to the office of this company and was ushered into an inner waiting area. The person I was to meet was sitting at a desk across the waiting room. She had a permanent scowl on her face and refused to acknowledge me. She fiddled around with a variety of menial tasks and finally at ten minutes after my appointment time she motioned me over. Not once did she make eye contact. She asked a couple of perfunctory questions; stamped a piece of paper, and shoved it back across the desk without saying a word. Her loathing of her job was palpable.
- I may be smiling, but I’m still lying to you. This is pure poison. When a customer can no longer trust the company with whom he or she is dealing, then all is lost. Here’s the scenario. We are talking with a customer service representative for a consumer products company. We’ve had an issue with one of their products. The representative is most pleasant and assures us that the issue will be resolved immediately. Days pass with no resolution. We speak with the representative again and are told that the problem is being resolved. More time passes – still no resolution. Finally we speak with a different representative and learn that there is no resolution and never was to have been. We were fed a pack of lies from the very beginning.
As we grow our entrepreneurial endeavors, we must be ever vigilant to ensure that our customers are completely satisfied and we avoid the pitfalls of sinful service.
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This blog is being written in tandem with my book, “An Entrepreneur’s Words to Live By,” available on Amazon.com in paperback and Kindle (My Book), as well as being available in all of the other major eBook formats.