| In part I of this article, we examined the effects of | | | | them to actually take care of real world customer |
| management ignoring customer service to focus on | | | | issues. It will pay back many times in the future. |
| "sexier" parts of the business, and introduced a couple | | | | UNFRIENDLY HOURS OF OPERATION |
| of the negative things that can happen as a result. | | | | I'm on the West Coast of the US, so this happens all |
| Let's continue on: | | | | the time. Try to call customer support in the early |
| VOICE MAIL HELL | | | | afternoon, but the office closes at 5P Eastern |
| This is my pet peeve and the pet peeve of many | | | | Standard Time. This is a particularly important issue for |
| other people as well. I'm a tech guy, and love the | | | | those of you serving consumer markets—many |
| application of leading edge technologies to reduce | | | | people can't easily call support lines from work, without |
| labor costs. But enough, already! A number of | | | | putting their employment in jeopardy. In this day of |
| otherwise good companies have taken automated | | | | inexpensive, fast communications technology and |
| voice mail attendants way too far. They make you | | | | worldwide commerce, there is no excuse for |
| feel like a mouse in a 6 square mile maze. Companies | | | | inconvenient business hours for the markets that you |
| need to remember that when you pick up the phone | | | | serve. |
| to call, it's with the intention to TALK TO SOMEBODY. | | | | PREDATORY SUPPORT COSTS |
| Using technology to quickly route people to the correct | | | | This is something that has continually degraded for |
| department, or answer simple inquires like directions to | | | | customers over time. It used to be that technology |
| the company, is an efficient use of technology for both | | | | companies supported their products for free. The |
| the company and customer. But making it extremely | | | | economics of competition has, in the long run, made |
| hard to get through to ANYONE, even after wading | | | | this go the way of the dinosaurs. Many times, this is |
| through seemingly endless nested menus—is just | | | | with good reason. A well-priced maintenance contract, |
| ridiculous. The only purpose it serves is too alienate | | | | from a B2B software company which provides an |
| your customers and prospects. This is truly the | | | | 800 number, unlimited supported, and all major and |
| definition of "penny wise, pound foolish". | | | | minor updates, can be a really good value. If it is priced |
| UNTRAINED OR UNDER-QUALIFIED CUSTOMER | | | | at the industry standard 18-20% of product cost, and |
| AND TECHNICAL SUPPORT REPS | | | | enables the vender to provide excellent |
| After waiting in voice mail hell, you think it can't get any | | | | support—that's great. But what if the support is |
| worse. But wait. After the one half hour wait, your call | | | | lousy and it's priced at 30% of the cost of the product |
| is now answered by someone so green, so | | | | annually? Or how about a consumer software |
| incompetent or so rude that frustration turns to rage. | | | | company that is charging $100/hour, without even the |
| You are asked to enter your account number on the | | | | benefit of a free 30 day startup window, to |
| phone pad. Then the rep answers, and again requests | | | | troubleshoot their buggy and non-intuitive product? |
| the exact same information. You haven't reached the | | | | Give me a break! If you want to stand out in today's |
| right department, of course, so you are transferred to | | | | market, try providing an intuitive, bug free product, |
| another department, where the rep asks you, yet | | | | coupled with free or reasonable support (there won't |
| again, for the exact same information. After this rep | | | | be many support calls needed if you do this!). People |
| finally fills in his or her form (not answering ANY | | | | will beat a path toward your door—and tell every |
| questions until it's complete), you ask them about your | | | | friend they have. This won't show up in the Controller's |
| situation, that cries out for an exception to normal | | | | cost control report—but the benefits to your |
| company policy. The rep robotically and coldly repeats | | | | company's top line will be enormous. |
| the company policy—which you already knew. | | | | So these are some of the low tech ways to screw |
| Think someone will want to do business with this | | | | up a high tech business. Software and Tech CEOs, |
| company again? Customer and technical support is | | | | keep your eye on the customer service ball. |
| CRITICAL in the long run. It's one of the true long term | | | | Otherwise, a savvy and opportunistic competitor, with |
| differentiators in the market. Spend a little more to hire | | | | lesser product technology, may take advantage and |
| and retain good people, train them well, and empower | | | | steal a piece of your market share. |