Several years back, I used to work in the ever so famous BPO (Business Process Outsourcing) Industry in one of India’s IT hotbeds, Bangalore. My job involved providing technical assistance to North American customers of our pretty impressive all-in-one printer range.
And just when I thought the monotony would leave me permanently depressed, or worse, brain-damaged, I received an email from my boss. He was forwarding an email from a customer I had assisted a few days before. The customer had needed print cartridges urgently. For some reason unknown to most of us, it took about 3-4 days after placing an order, for the cartridges to actually reach the customer. (And in case the thought crossed your mind, ‘No, the cartridges weren’t shipped from India). And of course, while this was a free delivery, there was a 1-day shipping for some charge. I was aware that in some special cases, I could request a senior colleague to waive off the charges on the 1-day fee, but it was not a luxury I’d like to take for granted. So I promised the customer a 3-4 day delivery period and that I would try to have the cartridges delivered earlier if possible.
Coming back to the email the customer had sent, it read something on the lines of – I would like to thank XYZ for the quick shipping of my print cartridges. He said it would take 3-4 days, but when it arrived the next day, I was thrilled. He has done what we in the customer service industry call ‘under-promising and over-delivering’, the surest way to win a customer… and a little more to that effect.
That was my first lesson in customer service; ok maybe not the first, but certainly the one with the most impact. It has been a while since that corporate ‘high’, and since those technical support days, but that feedback has stayed on with me. While I’m no ‘pro’ at customer service, I do understand its ever-increasing importance in any business, and I constantly try to figure ways of improving the customer’s experience.
And I have found many an Indian BPO employee, or for that matter, even your average sales or service staff at any retail outlet or business centre, bubbling with enthusiasm to cater to the customer’s every demand. And while this is a great thing for customers, there are 2 key ingredients missing in many cases. Those being Planning and Communicating. A simple equation of their effect on customer experience would look something like:
Customer Experience = Communicating * (Planning+Commitment+Delivering on Commitment)
Most of us are great at committing, but tend to fall a little short when it is time to deliver on the commitment, thus causing unnecessary customer dissatisfaction.
In our endeavor to give the customer that little bit ‘extra’, we often miscalculate delivery or commitment deadlines causing the exact opposite of the effect we had planned for.
If we were to take into account all possible influencing factors (Planning) and build it into a commitment or delivery deadline, and perhaps even throw in a little buffer if we have a gut feel about possible delay, we would be giving the customer a more realistic picture. And of course, nothing beats plain old ‘Communication’. It is extremely and absolutely important that we communicate with the customer, keep them posted on delivery or commitment deadlines, and update them the moment we see the deadline getting stretched. You cannot imagine how much customers appreciate that phone call informing them of a slight delay, as opposed to them arriving at your doorstep on D-day only to be asked to come the following week.
To my customer.
I may not have the answer, but I’ll find it.
I may not have the time, but I’ll make it.
Then of course, nothing beats delivering on a commitment or deadline.!