Recently while fetching lunch for the office crew, my view of customer service hit a pivot point. Shocked at what I’d just heard, I was eager to bring back some lively discussion along with our sandwiches and gluten free cookies.
While at the restaurant, I asked the cashier how they manage customer complaints. The young woman chirped, “We get our complaints on Yelp.”
It’s not that they are doing a bad job of customer service, she was pleasant and engaged and I had no complaints. I was just curious about their process.
Her response told me that their approach toward complaints was trendy versus active. Has the day arrived when we no longer need to listen to each and every customer because of apps that tell us whether we are good or poor?
Take back control of your customer service.
The lesson learned is confusing. On one hand apps like Yelp are helpful and fun to use. On the other hand I would prefer that the businesses I frequent be in a position to receive my feedback without expecting me to use a third party customer service provider.
In transportation his is called Third Party Logistics or 3PL’s. Third Party Customer Service is not effective or genuine. Your customers want to know that you care. When a company uses an app like Yelp, it does show that they care somewhat, thus the confusion. They obviously care enough to engage via social channels and this is important. It’s critical that companies don’t confuse good ratings for good customer service.
Review apps should not be the primary way that customer feedback is handled. I encourage you to take control. One way to do this is to always respond to customer emails, phone calls, tweets or any message you receive with a request for a response. Another way is to track the feedback diligently each and every time you get it. It’s a good idea to keep an independent record of customer feedback received via social media interactions.
This is easier than you think and will provide you with a valuable data that is important to your business. In addition, if the comments or reviews happen to disappear from the review site, you will have your own record of the information rather than losing the valuable feedback that was captured on the third party site.
It’s crucial to have a customer feedback process and software in place that is managed by you to ensure that all information is recorded and utilized to improve the customer experience. Only then will you be in control of the feedback that drives your company to greater success.