Skip to content

WineGlass Marketing

 

Looking Through The Glass

 

Recent Blog Posts

Blog Categories
Susan DeMatei
 
October 30, 2012 | Customer Support | Susan DeMatei

THE CUSTOMER SERVICE PERSPECTIVE

I was having drinks with my friend the other night,

and we were griping and venting the ways good friends do, when my friend suddenly got on a rant that I found particularly poignant and worthy of retelling to you all.

You see my friend is the manager of a customer service department – a job description I pick on a lot.  I admit I send out more than my fair share of case studies of where Customer Service blew it, and I’ve certainly written more than a couple blog posts about how Customer Service is behind the times when it comes to channels like social media.  When you think about it – Customer Service is everyone’s favorite punching bag.  Just do a Google search on customer service and you’ll get case study after case study of failure and hundreds of blog articles citing stats on how important Customer Service is, and how much we suck at it.

After all, us marketers work hard at attracting and selling to those customers, and getting the right product out to them – the least they can do is be nice to them, right?

Well allow me to share a portion of my friends very accurate and insightful rant to you – and then let’s revisit our opinions.


Customer Service is not There to Solve Marketing Problems


Don’t set yourself up to fail. Make sure your marketing claims are realistic and set customer expectations appropriately.

More often than not, Customer Service really means Customer Complaints.  I can count on one hand the positive phone calls

that gave smiles when I worked next to the Customer Service manager at Fosters Wine Estate. The rest of the time, it was all apologies.  Many times this is out of the company’s control, and might have to do with a retailer, or even customer error.  But sometimes, Customer Service managers can see a problem with the marketing – in which case it behooves you to listen to them.  Like the canary in the coal mine, they can let you know if customer expectations are being set too high, or if a marketing promise is confusing.  To quote my friend: “The Wine Club Manager said ‘people are just stupid’, and I told her if this many Club Members are calling in confused, it’s your marketing that’s stupid”.

Touché

Customer Service is not There to Solve Logistical Problems


Remember to think through inventory and fulfillment before turning an offer over to Customer Service.

It is up to us, as marketers, to know our inventory, what other offers are out there in the marketplace, and shipping deadlines.  Don’t hand the customer service team a hornets nest by not thinking through the details if there is no way a holiday offer good until December 22nd will get the wine there by Christmas.  In fact, Customer Service teams members who spend every day on the phone with customer issues are great sounding boards.  Run your offers by them before you print it – they’re already programmed to think of the questions customers will have.  And, maybe that step will save everyone some frustration in the end.

Customer Service Should be Documented

Right about now, most wineries that have holiday offers and events and mailings are hiring at least one temp to help with the phones or orders in November and December.  To keep training fast, and customer service consistent – processes and expectations have go to be documented.  You can’t expect an already busy person to sit with a temp employee for half a day and impart all their knowledge.  A technical manual of how the systems work, as well as tone and style expectations and an escalation plan are just some of the basics everyone should have.


My friend eventually vented herself out and we finished the bottle of Merlot and changed topics – probably to something more intellectual, like how to best preserve lemons off my tree.  But, before she left I did thank her for the insight and admitted I rarely thought about things from the Customer Service side.

So, go thank your customer service person(s), dear reader, and maybe gain an insight of your own.

RELATED ARTICLES

Why Pay Attention To Your Customer Service? Because It Will Impact Your Revenue (customerthink.com)
How Quickly Do You Respond to Customer Service Requests on Social Media?(socialtimes.com)
Consumers preferring to seek customer service via social media, survey reveals(siliconrepublic.com)

Comments

Lesdreade's Gravatar
 
Lesdreade
@ Jun 1, 2019 at 8:18 AM
Buy Priligy Online Nz Cialis Uso Frequente Viagra Schweiz Rezept effet cialis 5mg Amoxicillin Canadian Pharmacy Dove Comprare Viagra Senza Ricetta Altace

Lesdreade's Gravatar
 
Lesdreade
@ Jun 29, 2019 at 2:32 AM
Levitra Prices 20 Gm Free Delivery Furosemide 40 Mg Canadian Pharmacy buy viagra online Kamagra Oral Jelly Pattaya What Is Amoxicillin Use For Cialis Contrassegno

Lesdreade's Gravatar
 
Lesdreade
@ Jul 12, 2019 at 10:17 PM
Cialis Ganze Tablette Cialis Para Eyaculacion Precoz Doxycycline Online Canada No Prescription Cialis Gratis

Lesdreade's Gravatar
 
Lesdreade
@ Jul 24, 2019 at 1:23 AM
Canada Drugs Online Generic Retin A cialis vs viagra Cialis Para Sirve Levitra No Prescription Xenical Online In Stock

StevButt's Gravatar
 
StevButt
@ Nov 5, 2019 at 12:18 PM
best buy isotretinoin without a script North Dakota Zithromax Reactions Viagra Versand Vergleich viagra online Order Cheap Viagra Fas Forum Viagra Donne

Matbito's Gravatar
 
Matbito
@ Jan 15, 2020 at 5:06 AM
Asulfadinenoprescription canadian pharmacy cialis Dosage Forms For Amoxil Buy Generic Levitra Online Generic Propecia

KelimmokS's Gravatar
 
KelimmokS
@ Jan 15, 2020 at 7:51 AM
Purchase Cheap Flagyl In Rochester What Does Amoxicillin Do Prezzi Levitra Generico Buy Cialis Buy Propecia New Zealand Cialis Disfuncion Erectil Cialis Duree D'Efficacite

Matbito's Gravatar
 
Matbito
@ Jan 16, 2020 at 1:39 AM
Using Expired Amoxicillin Amoxicillin Medicine Can I Purchase Levaquin cialis canada Sale Amoxicilina Amoxiclav Sandoz Over Night Cialis Sans Ordonnance En Pharmacie Achat Amoxicillin Pharmacie A Bon Compte France

Lesdreade's Gravatar
 
Lesdreade
@ Jan 16, 2020 at 5:15 AM
Dogs Cephalexin 250 Mg Canada Buy Cialis Cialis Absetzen Venta Propecia

StevButt's Gravatar
 
StevButt
@ Jan 18, 2020 at 4:49 AM
Medicament Generique Du Viagra Acheter Vrai Viagra Ligne En Bourges Cialis Cialis 20mg Pharmacie Cialis Acquistare Farmacia

StevButt's Gravatar
 
StevButt
@ Jan 19, 2020 at 12:49 AM
Acheter Du Viagra En Suisse Alli 170 Count Sale Cialis Ordering Amoxicillin Online Without A Perscription

KelimmokS's Gravatar
 
KelimmokS
@ Jan 19, 2020 at 9:25 AM
Elocon Best Website Comprar Cialis Con Paypal Acheter Viagra Allemagne Cialis Malegra Fxt Review Pharmacy Online Without Prescription

Lesdreade's Gravatar
 
Lesdreade
@ Feb 19, 2020 at 12:56 PM
Tadalis Sx Soft Viagra Cheap https://buyciallisonline.com/# - buy generic cialis Is Amoxicillin Safe For Children viagra vs cialis Buy Priligy Pills

Matbito's Gravatar
 
Matbito
@ Feb 20, 2020 at 11:57 AM
Propecia Dosage Hair Loss 5 Alpha Reductase http://abcialisnews.com - cheapest cialis 20mg Generic Levitra Prices Buy Cialis Dosage Zithromax

Phillisgesa's Gravatar
 
Phillisgesa
@ Mar 12, 2020 at 2:35 AM
what are alcoholic drinks that act like viagra buying viagra online viagra single packs commercial

Jancoal's Gravatar
 
Jancoal
@ Mar 26, 2020 at 5:48 PM
Cialis Viagra O Levitra Cialis Unrefrigerated Amoxicillin buying cialis online safely accutane online pharmacy uk

Rbbhmc z's Gravatar
 
Rbbhmc z
@ May 2, 2020 at 12:21 PM
Hpwley bvhkeh Buy viagra without rx

Pfizer viagra 50 mg online's Gravatar
 
Pfizer viagra 50 mg online
@ May 4, 2020 at 6:42 PM
Aohtjc hlahkr order viagra online Canadian healthcare viagra

Generic viagra us's Gravatar
 
Generic viagra us
@ May 5, 2020 at 4:10 PM
Zqzvek krsyhi viagra online pharmacy Female viagra

Overnight delivery viagra's Gravatar
 
Overnight delivery viagra
@ May 6, 2020 at 11:21 AM
Dhzxak bmabut Viagra jelly Discount viagra no rx

Buy pfizer viagra in canada's Gravatar
 
Buy pfizer viagra in canada
@ May 8, 2020 at 3:25 AM
Penidp ycqxun US viagra sales Buy discount viagra

Viagra jelly's Gravatar
 
Viagra jelly
@ May 8, 2020 at 8:42 PM
Sxaonp puxvim Usa pharmacy viagra Viagra pfizer

Usa pharmacy viagra's Gravatar
 
Usa pharmacy viagra
@ May 10, 2020 at 3:57 AM
Mgksbc drcnbf Buy viagra us Generic viagra

Viagra mail order usa's Gravatar
 
Viagra mail order usa
@ May 11, 2020 at 1:15 PM
Wpuwkz ahzwro Alternative for viagra Drug viagra

EstherPaumb's Gravatar
 
EstherPaumb
@ May 13, 2020 at 7:53 AM
Xunxzx kvmyxc sildenafil Buy pfizer viagra online

EstherPaumb's Gravatar
 
EstherPaumb
@ May 14, 2020 at 7:17 AM
Rvuwil qivtga Usa pharmacy viagra Viagra best buy

non prescription ed pills's Gravatar
 
non prescription ed pills
@ May 21, 2020 at 6:18 AM
Ikhewy ejxizw erectile dysfunction medication buying ed pills online

mens erection pills's Gravatar
 
mens erection pills
@ May 23, 2020 at 12:38 AM
Tnnhqh onkjxu male erection pills generic ed pills

men's ed pills's Gravatar
 
men's ed pills
@ May 24, 2020 at 9:50 PM
Ymkdin ribyrl mens ed pills erectile dysfunction medications

erectile dysfunction drugs's Gravatar
 
erectile dysfunction drugs
@ May 26, 2020 at 6:55 PM
Ccetyj eikahs best non prescription ed pills best otc ed pills

ed drugs's Gravatar
 
ed drugs
@ May 28, 2020 at 11:21 PM
Axwrwn wqwkot discount cialis top ed pills

EstherPaumb's Gravatar
 
EstherPaumb
@ May 30, 2020 at 9:58 PM
Ldhefz laeefc Buy viagra Buy branded viagra

Commenting has been turned off.

Sign Up For Insider Info

OUR BLOG IS FULL OF DTC TIPS AND YOU'LL WANT TO READ IT!
Enter your email address to receive notifications of new blog posts.

Blog Sign Up

Leave this field blank: