Wednesday, January 23, 2008
Interactions Build Trust: You Have The Data, You Should Know When To Call Me!
OnCustomer has a nice piece on customer service 2.0. How do you build "Trust and Credibility with Customers"? Well one thing you can do, is make your relationship a bit more "transparent" by letting the customer know where they are in your process. I for one really like it when Amazon tells me that my product is delayed, or that one half has shipped etc. But I would really like it if they told me "It should be with you tomorrow", because then I get a whole days anticipation, which is part of the pleasure of the purchase. There are practical implications as well, such as actually being there for the delivery. As other people were doing this January, I had a look at some Credit Card deals. I made an enquiry to one of the big ones, they asked me some questions there and then (note: have your bank details around you when you make this kind of call!), and then they told me that they would contact me soon to tell me if I was approved. Three days later, I get a call, a live call, telling me I had been approved and they would send out the forms. A full week later, those forms are on my kitchen table. That's one full week for me to change my mind, look at other card providers, or for me to just fall into apathy and stay with my current provider. Now as you can see this post has shifted towards a kind of "VoiceSage is great for form follow on's and turning prospects into customers", which is true: but why the hell hasn't my existing card company, who can see my spend pattern, and who no doubt know that I am shopping around, why don't they contact me and make me some offers? Frankly, because I haven't acted as if I am going to switch. The minute I pick up the phone and call them, only then will I appear on their radar. Silly silly. I am going because nobody bothered to contact me. They have done nothing to build my trust, they are obviously doing nothing to help me. UPDATE: as if by magic, the new credit card company just called me! So I will be returning those forms today, and I will overcome my inertia. I was feeling like someone should have called me, and someone DID call me, which probably means there is a predictable time within which customers expect to be reminded, even subconsciously.