| I am constantly amazed by the fact that some | | | | is no general trend. Every business has to assess the |
| companies don't bother to respond to website | | | | costs and benefits of various levels of service to its |
| information requests...acknowledge voice mails...reply to | | | | own customers, and find a level that drives profitability." |
| emails, etc. It's safe to say that being totally ignored | | | | Service On-Demand |
| represents the extreme end of the (bad) service | | | | Deb Kolaras thinks it is critical for small business to |
| spectrum and very few will argue that "indifference" is | | | | provide on the spot customer service. "Nothing makes |
| not a good customer service strategy. But what | | | | a consumer more angry and apt to move on than |
| constitutes reasonable or excellent service in today's | | | | feeling as though their issue is either ignored or |
| marketplace? When I research a product/service | | | | unimportant." In Kolaras' opinion, there needs to be |
| online, I find myself getting agitated if I don't get a reply | | | | some immediacy when it comes to serving customer |
| acknowledging my interest within the same business | | | | needs, with issues being handled in as timely a manner |
| day. Are consumers more demanding today than in | | | | as possible. Otherwise, she feels that consumers will |
| the past? | | | | quickly begin the search to replace you as their solution |
| Consumer Expectations | | | | provider. She says that "until businesses grasp this, |
| Deb Kolaras, Owner at Signet Consulting Inc. in Denver, | | | | they are powerless to hold onto customers." |
| Colorado, doesn't think that consumer expectations | | | | Service on-demand seems like a good solution when it |
| have changed. In her opinion, overall service delivery | | | | comes to addressing the demands and expectations |
| has declined and is failing in many cases. "Consumers | | | | of the modern consumer. Rémi Chadel brings |
| expect that they should receive good service, but are | | | | up an interesting point to consider before jumping to |
| actually surprised when it happens. They WANT great | | | | any conclusions with respect to the power of instant |
| service, but instead of demanding it, they simply move | | | | service. "My experience in marketing strategy projects |
| on - most (consumers) are just too busy so they just | | | | shows that speed and instant service are a |
| go elsewhere." | | | | component of differentiation only when they trigger an |
| Based on his experience, Rémi Chadel, a | | | | emotional cue with the customer." |
| Professor of Marketing at Ecole Hôtelière | | | | John Eichenlaub, a Sales Representative at Allied Tube |
| de Lausanne and a Managing Partner at Chadel | | | | & Conduit in Columbus, Ohio, wonders whether it |
| & Cie Strategy & Execution in Geneva, | | | | is possible or practical for many businesses to resolve |
| Switzerland, feels there are good reasons to believe | | | | all customer concerns instantaneously. He feels it's far |
| that customers are more demanding today. Chadel | | | | more important to "serve every customer quickly and |
| lists the following as factors that have had a great | | | | professionally" and offers up the following advice |
| influence on consumer behaviour and have contributed | | | | when it comes to customer service: |
| to making customers "more demanding than ever": | | | | - Make it a point to take or return every call as soon |
| - Globalization - Broadened consumers choice of | | | | as possible. While you may not be able to resolve all |
| goods and services | | | | concerns immediately, you should be able to: ensure |
| - Internet - Infinite choice and unparalleled ability to | | | | you understand the concern; summarize what you |
| compare products and services | | | | must accomplish internally to respond; give your best |
| - Media - Virtually unlimited access has created an | | | | possible estimate for resolution |
| information-intensive society | | | | - Follow through on service promises |
| - Deregulation - More choice for staple services in | | | | - Make all customers feel they have your undivided |
| various markets (Automotive, Insurance, Banking and | | | | attention |
| Finance) | | | | "Without question, customer service has allowed our |
| - Progression of the economic value - Through | | | | brand to remain dominate in the presence of stiff |
| branding, some companies are replacing service | | | | competition from sub-prime and foreign competition," |
| offerings with brand experiences, elevating consumer | | | | says Eichenlaub. "Markets rise and fall based on many |
| expectations | | | | factors. As long as I'm in the ball park, I believe my |
| Michael Blakley, a Technical Support Manager at | | | | customers will pick up the phone and dial the team |
| Ipswitch Inc., an innovative IT software development | | | | they trust." |
| company in Augusta, Georgia, has a different view. He | | | | Commitment to Service |
| suggests that "customer expectations have been | | | | Think about how close your small business can/wants |
| spreading in all directions, higher and lower, depending | | | | to get to delivering "on demand" service and weigh the |
| on the stake the customer has in the product; how | | | | costs vs. incremental benefits. The most important |
| much they've paid and how important it is to them." | | | | thing about service is understanding the impact it will |
| Blakley has a more pragmatic approach when | | | | have on your small business in today's business |
| assessing the value of customer service to an | | | | environment. Consumer expectations may or may not |
| organization. He states that customers will complain, | | | | have changed in recent decades, but one thing has - |
| but questions how much those complaints really affect | | | | proliferation of choice. If your small business does not |
| an organization. "If the complainers represent a good | | | | meet whatever the service expectation is for your |
| portion of your business, then they matter a lot. If they | | | | sector, product or service, consumers will be quick to |
| represent a tiny portion, then they don't matter. It all | | | | seek out an alternative. Make the best commitment |
| depends," says Blakely, "Good customer service | | | | you can to customer service and use it as a platform |
| doesn't necessarily pay for itself or drive profit and | | | | to build your competitive advantage. |
| changing expectations don't necessarily matter. There | | | | |