Is Customer Service a Lost Art?
Posted by bbutkinsJun 29
As I write, I have been on hold with Adobe for 29 minutes…I had a very simple, simple question which I needed answered. In order to get that answer I had to provide my name, software serial number, email address, version of Acrobat X, version of the problem software (Firefox 5). I also had to previously wade through a menu that did everything it possibly could to discourage me from talking to a live human being. When I finally did reach a “warm body”, the usual occurred: first, the impression that I am in a boiler room in Calcutta; then interrogate me for 5 minutes to verify my identity; ask me to define the problem; rifle through papers so they can find a canned script to fire back at me; put me on hold to discuss the problem with their “service team” (code for they are clueless how to fix the problem). Then, after returning to my call, ask me a few of the same questions I already answered. Bottom line: there is no fix for the problem yet. (Firefox 5 does not allow you to create a pdf from within the browser, as it did before with Acrobat X….). He could have simply told me that in the first 60 seconds after I identified the problem, if he was knowledgeable.
In commercial printing, if you “jerk people around” like that, you are out of business eventually. Why? Because I can hang up the phone and call another printer for a price or schedule or design help. Customer Service is very important for survival in this age of printing. In some cases, it is the only thing that separates you from your competition.
What about quality? Everyone prints well these days…
What about service? Deliver jobs in 3-10 days or your shop will quickly be empty.
Price? This industry is so cheap already I am amazed at pricing levels. With technology, prices have plummeted. A job that would have cost $10,000 in 1980 will now cost $3,000. Name me another industry where you charge 70% less for your product and you still survive (maybe electronics?).
Treat your customers well, and they will come back…and your customer service can be the difference maker, and possibly the only thing that separates you from your competitors.
3 comments
Comment by brian bostrom on June 29, 2011 at 5:34 pm
Robert,
Hopefully someone out there is listening…or worse yet…cares.
Interaction/talking between human beings is Very important..let’s not lose sight of that. Always respond, as quickly as possible, to the customer..but
sometimes we need to talk and most important listen to the customer.
Comment by David Pilcher on July 1, 2011 at 3:54 pm
Great quick read. To survive in this industry how you make your customers consistantly feel is critical. If they feel unimportant or hassled they will move. But with most print buyers moving to save a buck the art of service isn’t as critical to some customers. The printer has to decide – after having cut so much margin out of jobs over the past decade – if they are going to 1) provide extra special service and products or 2) run the race of the transactional customer who will move to have another buck next month/quarter/year. Identifying what type of customer you serve and what type of company you are is the real challenge of survival today.
Comment by Carrie Grove on November 3, 2011 at 11:17 am
I am right with you on this! Nothing more annoying than wading through all the BS in automated answering systems, finally getting a rep on the line, spending 10 minutes answering all of their questions only to have them tell you that you’ve reached the wrong department and you need to go through all of this again.
This would not be tolerated in the printing business, by our clients for a moment. Customer service is the big differential for sure!