Let’s play out this scenario:
Customer A has a want or need for a product or service and seeks out a business that says it will fill that need or want adequately. Let’s use the example of those ever so popular extended service plans on electronic or computer devices.
Initial consumer purchase:
At the point of transaction, the service rep, anxious to close the sale and gain an attractive commission on a service plan, may overstate the benefits and value of the service plan while downplaying the exclusions and limitations. The consumer purchases a service with the feeling he/she is taken care of in the event of a malfunction.
Consumer initial attempt to use product or service:
Some time later but within the extended service plan timeframe something goes wrong. The consumer contacts the service provider in an attempt to use the service plan. The service rep advises that while many things are covered under the plan, the particular problem with this consumer’s device is not. The fix is at an additional cost to the consumer.
Consumer communicates frustration to no avail:
The consumer lets the service rep know they are unhappy with the service plan’s limitations and the service rep uses language like, “unfortunately, there is nothing we can do, that’s our policy” etc… What the consumer hears and feels is that they have been misled into purchasing a service plan that is seemingly of no value.
Consumer reflects on perceived unsatisfactory service transaction – motivation occurs:
Anger (fear) of being treated unfairly motivates the consumer to seek alternative ways to protect him/herself from the perceived injustice. Consumer thinks of way to circumnavigate the barriers of “there’s nothing we can do”. For example, the consumer, aware of the liberal return policy on recently purchased items, may buy an identical product new from the store, take it home, exchange the new for the old, repackage it and return the product for a refund.
Consumer retains negative perception of experience; company loses money on fraudulent return:
The result is a lose-lose. Neither the company nor the business walks away unscathed from this type of scenario. So why is it so prevalent and what can service reps do on behalf of the company to minimize the threat of this scenario playing itself out?
Well Trained Service Professionals:
1. Clearly and honestly communicate a service or product’s features and benefits at the time of purchase. No overstating, no fast talking, no omissions. They use pamphlets, highlighters, markers, body language to highlight important features, issues, calls of action and should attach a business card in case the customer has questions down the road.
2. Listens effectively when a customer has a problem with one of their products or services. No interrupting, no negative-based language “nothing we can do,
company policy, unfortunately…”, no passing the buck to deal directly with the
manufacturer. Service professionals listen intently, show sincerity, let the
customer know the issue is just as important to them and show the customer they want to find some way to help despite policy limitations.
3. Advises customer what they CAN do and follows up with the customer, updating them on the progress being made. Each update further shows the consumer that the business is actively trying to resolve the problem and that the customer is a priority. This avoids a customer’s motivation to seek justice themselves.
4. Finds creative solutions that help satisfy the customer’s frustrations. Even if a full refund or complete service plan coverage is not possible, service professionals can usually come up with other ways to show the customer they care. Extensions, promos, coupons, and even sincere apologies can go a long way with consumers who are feeling they deserve something.
5. If applicable, service reps take
note of any service fail points that can be relayed to management so that in
future, gaps in service delivery are minimized and repeat issues are avoided.
Advising consumers that a systemic issue has been addressed so that further
instances are avoided can help regain confidence by an upset consumer and they may continue doing business with the firm in the future.
Are your service reps doing all they can to mitigate undesirable consumer behaviours and encourage customer loyalty? Service Essentials™ Service Professionalism workshops cover this in
detail. Contact us for more information on how training provides an ROI for your business both in the short and long-term.