Sometimes as part of my work I'm asked to mediate between
customers and website owners in dispute. As such, I get to read
e-mail correspondence between both parties and I'm often
appalled at what I read.
One client wrote to company X to find out why it was taking them
so long to apply a credit they owed to her credit card. The
customer service agent for company X sent this reply:
Dear Madam:
We received your inquiry. Your refund will be credited to your
account within 7 to 10 business days. If you had read our policy
statement, you would know this. I hope this fully answers your
question.
Regards, Company X
Whoa! Snarky.
These days, a large volume of customer service communication is
done by e-mail because it's so cheap and (potentially) fast. But
one of the drawbacks is that it's so easy to leave the wrong
impression, to say things in cyber space that you would never
say over the phone or face to face.
Here are a few tips you can use to improve your online customer
relations.
· Be professional and polite, even in the face of abusive
language, outright lies or stupidity. This is not as easy as it
sounds. But you can't win the argument AND keep the customer.
· Express concern and regret over the difficulty the customer is
having, even if your company is not to blame.
· Be 100% sure you understand the complaint/question before you
answer it. If it isn't clear, then ask for more details. Above
all, don't guess! Major turn off.
· Move fast. Speed is half the battle won.
· Write tight. Just get to the point and leave the literature to
Shakespeare.
· The jury is out on form letters. Some companies ban them
outright. But they do come in handy when you're dealing with
large volumes of the same queries, over and over. My take: if
you use a form letter, modify it to suit the situation and add a
personal touch.
· Use plain English, not jargon. Your customers don't care about
ISPs, HTML and File Transfer Protocol. They just want to know
what happened to their order of variegated widgets.
· Give a little bit extra. Amazon.com is a great example of
this. Not only do they correct the problem but they top it up
with free shipping and a credit to say "we're sorry".
· Don't be afraid to say "I" in your letter and sign it with
your own name. People want to know they're corresponding with a
human being not an autoresponder.
· Once you've sent your message on its mission of mercy, there's
one last but paramount detail. Follow up. Make a `pending'
folder or whatever you want to call it. Visit that folder daily
until you are 100% sure the issue has been resolved and the
customer is in your pocket for the rest of his or her natural
life!
When you've done all of the above, create one more folder on
your inbox - the folder where you'll save the hundreds of
e-mails you're going to receive from all your grateful
customers. That folder might come in handy at your next salary
review!
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