The Disposable Customer

The world is bursting with throw-away items – convenience is key, consumption is king. But, as disposability becomes ‘de rigueur’, should our customers be throw-away too?

Freelance writer Babu Basu, is both besieged and bemused by bad customer service and watches firms deliberately discard clientele and the cash they bring in.

Losing the logic

Logic says that when times are tough and customers are few, we work hard(er) to find work. Logic suggests that we put more effort into presenting ourselves well and treating customers and potential customers with respect. And, logic says, if we deal with customers who have a problem, we try our outmost to sort it for them.

Alas, logic does not talk to everyone.

Those of you who have read my piece, ‘The Muppet Tax’, will know that when it comes to customer service, I do not write from an ivory tower. I have no romantic notions that the customer is always right. They aren’t.

However, when things go wrong, companies should be doing their best to put them right. They should, but they’re not.

The customer is key

We all hear companies chant the familiar, “The customer is key to our business”, but how many believe it? Watch consumer shows like the BBC’s Watchdog and you’ll be overwhelmed by firms that deliver outstandingly bad service. Organisations with ironically named ‘help lines’ keep customers waiting for over 2 hours with recorded messages, before a human being is able to talk to them.    2 hours!

I understand that sometimes things go wrong and technology can let you down. Sometimes, freak weather or staff illness can stop people manning the phones. But, when a company regularly makes customers wait for unreasonable amounts of time, it shows a total disregard for the customer, and, a limited comprehension of how business actually works.

You may have a product that people want right now, however, if you can’t look after your current clients, there’s little chance that you can look after future ones.

Fans, rocket science and the marketeers

Marketing professionals will tell you brand is everything. It is important, but reputation and customer service can make or break a brand.

And, I am sad to say, a lot of it is in the hands of the top directors. If they understand the importance of customer service, they will invest in it. They will empower their staff to sort out problems. They will keep call times down to a minimum and they will instil a ‘how can we help’ attitude. All things being equal, the company will prosper.

Companies with a ‘how much can we get away with’ mantra, will fail to win our hearts and our wallets. It’s not rocket science, yet many companies fail to grasp it.

Directors who view their customer service department as a ‘necessary evil’ are missing the point. A good customer service department defends and creates your brand and wins back customers. It is a place where customers are turned into fans – people who will rave about your service and your product to all that will hear them. Fans give you free advertising, and, assuming you have enough of them, will make you very successful indeed.