For as long as I can remember customer service IS and always has been marketing. Here is why- if you look up the definition of Marketing you’ll find a few “old school” definitions here is one….The American Marketing Association (AMA) states, “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” And how is customer service defined? Per wikipedia- Customer service (also known as Client Service) is the provision of service to customers before, during and after a purchase.

For the life of me, I cannot understand how customer service got separated from Marketing? I think of it this way- customer service is real people interacting with real people a.k.a. prospects, suspects, customers to deliver on the value proposition of your company. Why do we think with the wave of popularity of SM will change this?

Before the internet (gasp- who remembers that?), the only face or voice customers experienced was sales folks or customer service folks. Before companies had websites, twitter, blogs and all the other SM stuff they had face to face or phone selling and customer service. Even back in those says customer service was marketing- we just called in good service back then

The suspicious side of me, says maybe customer service professional are really behind this entire initiative. What if they are driving this in evil underhanded attempt to get the respect and $$- budget allocations, they so desperately eed and deserve? After all customer folks everywhere are doing the most difficult job with the least amount of respect. I say, go for it, and I hope the effort makes significant changes for all customer service organizations.

So, while I don’t agree that social media is creating a new movement to re-define or re-position customer service as the new marketing, if the result is more companies pay attention to customers and build advocacy centers a.k.a customer service, client services, customer care organizations that are funded for success and have a voice in the company, then I’ll buy in to Customer Service is the new Marketing!

In my humble opinion, this is misguided, and since its my blog, I get to disagree. Instead, I believe companies are simply anti-customer. By anti- customer I don’t mean they don’t want customers- that would just be crazy talk. Without customers we don’t have a business- right? In todays environment its easy to point the blame to the newest channel to the mix- social media. But let’s face it, companies who display this behavior are simply afraid of interacting customers on any level in any channel. The companies who get it, Apple, Nordstrom’s, Zappos, would embrace smoke signal communication channels with their customers if it meant improving their customers experience an ultimately their brand. Don’t blame the channel, instead look at the company and its leadership. Chris Brogan’s article
Check it out!

Today, I arrived to my deli counter and there was a big flat screen on a high stand about eye level, curious by nature, I check it out. And what to my astonishment is this, but a fully functioning touch screen to place my deli order. No kidding, nobody is using it, it must be too hard or maybe they ignore this machine like the beaming red number dispenser? I am feeling lucky today, okay, really in a HUGE hurry to get in and get out, so I touch the screen, it is so drop dead simple to use- a cave man could use it I click thru, there is offer to up-sell cheese, which is not too annoying, only 1 extra click. A receipt prints out and I hear a loud beep as it prints out behind the deli counter at the same time- no kidding.

I do the rest of my shopping, return to the deli in about 20 minutes, and there before my eyes in the deli case case is a pick up basket with my numbered receipt and my order all complete, ready to go. I feel like this is my lucky day. Its like the Southwest Airlines commercials with the people singing Hallelujah…… Normally I wait at least 15 minutes just to get attention from someone, and even when I reach the human I rarely get exactly what I asked for. Astonishing, this automation has saved me 15 minutes or more and my order is perfect to specification.

A minor cost to the store, and I am the happiest I have been since, well, my college days working in the deli when I never had to wait for my lunch meat. This one adjustment means I will shop at Fry’s, period. There are 3 other grocery stores within 1 mile of my house, and some are rumored to be cheaper- don’t care, this store has my business because they made my shopping experience 100% better with one simple adjustment.

I bet you know a few things your company could do, that are minor changes or low in costs that could add real value to your customer’s lives in the form of time, savings or convenience. And by doing so, you could create loyal customers to your brand who would be telling everyone- like I just did - go find it and fix it.

I’m starting to feel bad for Microsoft PR, who’ve been tasked with defending these Microsoft ads featuring Bill Gates and Jerry Seinfeld. I just didn’t connect with the first ad, which barely mentioned Microsoft and didn’t do much to tell me why I should like their products in a competitive market. The second ad, which aired tonight, was more of the same.

The setting is a normal family. Gates and Seinfeld are staying with them to connect with “real people.” The idea is to show that Microsoft has connected with “over a billion people.” Bill and Jerry explain:

Bill: Why are we doing this again?

Jerry: Why bill? Because as we discussed, you and i are a little out of it. You’re living in some kinda moon house hovering over Seattle like the mothership. I’ve got so many cars I get stuck in my own traffic. We need to connect with real people.

I guess this is still a warm up act to the real thing, which will presumably get into more details on what Microsoft does and will do to connect people.

But here’s my problem. The idea of the campaign seems to be to show people how great Microsoft products are. The “real people” as they keep calling them are being reached out to so they can understand and grow to love these products.

But…If Bill (and therefore Microsoft) is not already in touch with real people, then their products may not be, either. By spending time with real people, the logic flow suggests they’ll be able to build better products.

In other words, Microsoft is highlighting the fact that they are out of touch. But instead of saying they’ll mingle with real people to build better products, the message seems to be that the real people need to get with the program.

In other words, I’m confused. Perhaps I’m just over thinking the whole thing.

The long uncut version:

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CrunchBase Information

Microsoft

Website:	microsoft.com
Location:	Redmond, Washington, United States
Founded:	April 4, 1974
IPO:	March 13, 1986

Microsoft is a multinational computer technology corporation. They are a veteran software company, best known for their Microsoft Windows operating system and the Microsoft Office suite of productivity software, but they have also ventured into… Learn More

Information provided by CrunchBase

Crunch Network: CrunchBoard because it’s time for you to find a new Job2.0

[From Bill Gates/Jerry Seinfeld Commercial #2: I Remain Confused]

This article from Tech Crunch was too good to pass up. First I am HUGE Seinfeld fan, and of recent years not a Microsoft fan, so maybe this ad is targeted to me? I read a bunch of comments this article drove on Tech Crunch from people who just don’t get it, to those who think the ads are pure genius, to those who were insulted by them, to those who just enjoyed them. I think I fall somewhere in between on the purpose and value of the ad.

There is something bigger going on at Microsoft, or at least I hope so. Maybe, finally, Microsoft is feeling enough pressure to think more about or consider their core purpose might be something besides providing software- gasp……what if Microsoft started behaving like a company that was interested in providing valuable services to consumers and SMB’s that solved real problems? Dare I say, they might look and act more like those other guys with the funny logo that resembles a fruit?

I read a few other articles about Microsoft spending millions on these ads and putting actual people- live people, in retail stores to help people, real people, get the help they need, okay, stop and read that again. Microsoft is going to provide people to help people get what they need. I re-read it, and thought, wow, they are really getting it- you cannot continue to just be a software giant, Bill- you need to transform Microsoft into a service providing giant.

Then just to put my world back in perspective, the article continued (I believe it was in WSJ) to say, these real people where only there to help people purchase products, there is currently no plan to change the assistance you receive after you purchase your Microsoft products. Oh, now it all makes sense again….maybe next year the focus can be to provide assistance to all the folks that buy this year?

Love the ads……Not sure anybody realizes how painful the disconnect between the brand promise created by these ads and the actual service being provided will be for consumers and in the end the bottom line. If nothing else, it will be interesting to watch and entertaining along the way- more Seinfeld at least!

She was SOOOO proud of herself, I couldn’t even consider telling her she looked like Cyndi Lauper- on a good day. In the spirit of supporting her independence, I exclaim, WOW sweetie look at you, quite fancy. And think to myself, thank goodness she is not going to school today. Of course for some added fun I say- You should go show your Daddy and see what he thinks. I hear her go into his office, and I wait for the reaction. To his credit, he said, WOW that is fancy, and then he said, your shoes are on the wrong feet, you should switch them…..

I catch him a few minutes later in the kitchen and I say- that’s what you went for- her shoes were on the wrong feet, nothing else was out of whack there? He responds with- I chose to fix what I could. Brilliant, just brilliant.

Many times when faced with customer service issues, companies try to fix everything, taking on a larger battle that is at that very moment- un-winnable. If they just fixed what they could at that moment, get the shoes on the right feet, their customers would be much happier. Its not to say, that as our 3 yr old gets older we won’t teach her that black tights (the thick sweater version), and red patent leather shoes don’t go with her favorite “monkey beach dress”, we will, when the time is right and its a battle we can win.

So fix what you can, when you can, and go after the big battles when it is appropriate.

The next day I head into the office, where there are several “fruits”- affectionate nickname for Apple users. They have already heard about my new purchase. Is there some sort of underground notification system among Mac users that let’s them know when one of “the others” has been converted? Anyway, they are overflowing with the same excitement my h-band had, this is strange. Each one offers to help me “get adjusted” to this new way of working. I don’t dare tell any of them, the first PC I used back in the 80’s- seriously, was a MacIntosh, they would really think i was the old lady in the office. I am determined to do it on my own. I am a believer that you can teach old dogs new tricks. Before my first day is out, each of the “fruits” stops by to ask me- Have you had your “Mac moment” yet?

I wonder if this is what the kids are calling “it” these days, or was I in for something else? After some work, on my part, okay, mostly my h-band, if we are being honest, I am functioning with my new Mac. This “functioning” level goes on for quite some time. I can work effectively with a minimal amount of cursing. Each day at the office, one of the “fruits” sticks their head in my office and says- Well, has it happened yet? your Mac moment? I reply, nope, not yet, to which I a met with a very disapproving look. I shrug, and wonder why they care so much about me being happy with my Mac. I’ll admit there are some things on my Mac that make life easier, most are related to sharing between people, applications and devices. My h-band has been making sure I know about and use the latest tools available including Time Machine- clue to what is about to come.

Fast forward to last week, h-band text me while I am at the gym for my login to my computer, and a strange, when was the last time you logged in? Hmmm, this is odd, I call him on my way home, and that is when it happens- he says, your laptop is dying, it will not boot up. My first thought is, is this my Mac moment? and if so, those “fruits” have a dark sense of humor.

We make an appointment at the Genius Bar over Labor Day weekend- yes, it is a total mad house. I am greeted by the genius assigned to my case. I don’t want to name him, because I don’t want to get him in trouble for what comes later. He plugs in a magic genius tool, and makes a long face. He comes around the desk, imagine a sick loved one and serious Dr. coming to give you the bad news. He tells me, the hard drive is dying/dead and I need a new one. I again think is this my Mac moment? He says my MacBook is not under warranty, and that it would costs quite a bit if I had him do the work. Or, we could just purchase a new HD at electronics store and replace it ourselves for about $100. He shows us how to remove the old HD and how to install the new one in.

We head off to pick up the new HD, my h-band installs the new HD, and then it happens. Since my machine was being backed up, regularly by Time Machine, it has just backed up- without me doing a thing, a few hours before the HD went bad. My MacBook was restored to exactly the state it was in a few days before, as if nothing happened. As if nothing had happened……ah ha, I realized, this is my Mac moment.

What makes this Mac moment possible? Well a ton of thought clearly goes into how Apple products and services work together. It is apparent Apple considers how frustrated people can get when things don’t work together. In addition, Apple provides me tools that perform without me having to think about them- which in todays busy times is essential. It is not enough for technology to just work, or not make our lives harder, it needs to improve my life and give me time back. This is exactly what Apple delivers. Their strive to achieve customer loyalty goes across everything they do, whether it is the website, the product, the software, the iphone or in the store. I get more than I expected, and often get a solution to a problem I didn’t know I had…yet.

So, I am officially a “fruit” now, and intend to tell anybody who will listen about my Mac moment, and yes, I’ll be one of those dorks, asking you if you have had your Mac moment yet- just smile and know its coming for you too!

Nothing will cause your customers to defect faster than bad hygiene, yet every day we see companies putting an expensive suit, fancy Italian shoes, silk tie and all the fixin’s on an unshaven, bad hair cut, bad breath, BO stinkin’ product. Thanks Seth for providing us another great way to simply get folks the message- keep it clean people! Check out Seth’s post….

Lesley reminds us of Herzberg’s work on hygiene.

It’s not just theory, it’s a vitally important marketing concept. It’s easy to believe that joy lives on a simple curve. If you give me more of what I want, you give me more joy.

If one baseball game is good, season tickets are better. If $300 an hour for consulting is good, $400 is better.

Improved = more.

It turns out, though, that there isn’t just one curve, there are two. The second one is about hygiene. Not just being clean, of course, but being in an environment in which certain requirements are met. All the farm-fresh groceries in the world won’t make you happy if your kitchen is filled with bugs. A high-paying job that delivers a screaming boss, no job security and a home life fraught with tension isn’t a stable place for most people. Not because the money isn’t there, but because basic “hygiene” needs aren’t being met.

We see this with computer hardware and software (crashing is a hygiene issue). We see it with thrift stores for food (freshness, or the appearance of it, is more important than money for many people). And we see it with every human resource issue.

Next time you try to grow market share, while it may be tempting to lower price or offer more features, perhaps it’s worth considering addressing unfixed hygiene issues instead.

[From More vs. enough]

Oftentimes good customer service agents spend way too much time apologizing and/or trying to justify why something went wrong and/or trying to dig around to find the root of the problem WHILE I am still on the line with them or standing in front of them. But what would make me REALLY happy is if they would simply say a) “yes there is a problem here” and b) “I apologize and here’s how I’m going to fix it”. Naturally I want them to figure out the real root of the problem and do whatever it takes to ensure it doesn’t happen again, but not on my time. Admit something went wrong and fix it. And send me a follow-up email later to tell me it won’t happen again.  

However, if they decide not to contact me and, worse, don’t return my phone calls or emails, the bad news isn’t even the problem anymore. The bad news takes a backseat to the lack of communication they have shown me. By not saying anything, a bad situation turned worse and I am strongly questioning the wisdom of doing further business with them.

Companies need to treat customers like they treat respected family members or friends. People can handle bad news - most of us can anyway - we are not likely to fly off the handle just because something isn’t going to turn out the way we thought. If that was the case, no one would be married. I joke! But seriously, it is just plain common sense that companies should trust their customers enough to know they can accept unexpected bad news, and offer them some options that will help mitigate the bad news. It is a sign of an engaged partnership between the company and its customers, and it shows trust on both sides. And what company that depends on customers for its livelihood would pass up the chance to turn bad news into a trust-building opportunity?