Are you being served?

So last week I was bemoaning my experience with the phone company. Ugh!!

This week, it was Apple/HP. A few weeks back my iPod was stolen thus setting into motion a few weeks of bad karma culminating in my joyous experience with the afore mentioned corporate behemoth.

I finally got around to replacing the iPod (yes, I love my iPod) and in the process of installing the new device I received an error message saying my computer didn’t recognize the device. So I held my breath, expected the worse and called the tech support number.

Despite it being an Apple product, I was directed to HP for support. This can’t be good. I dialed anyway. I was routed through a relatively short automated system, and within about 3 minutes I was speaking with Beth – a live customer service rep. NO WAY! Ok, let’s not get too excited, we’ve been disappointed before. I explained my problem; Beth helped my download a few new iPod drivers for my desktop and the problem was solved in about 15 minutes all told.

Timely, knowledgeable and friendly service. Cool!

As a business owner, we have to wonder what the take away experience is when our customers call us. Do our customers get timely service? Even if they have a problem, did they ultimately walk away satisfied? Ok, so you say you’re a small entrepreneur whose customers aren't subjected to automated systems and such. Really? When they call your office, how long does it take to get a return call? Is your staff empowered to make decisions, or do they have to “get back” to the customer?

If I were to writing about my experience with your firm would I be comparing you to the Phone Company or Beth?

Think about it . . .

Competing with the Big Guys . . .

One of the joys of being in business for yourself is it’s all yours. You control the creative direction, you get to make key decisions and you get to run the IT department.

What? You don’t have an IT department you say? Uh, check again - it’s you!! Today, the DSL went down and there went 6 hours of my life - I will never get back. Approximately twenty-six transfers later, a near aneurism (mine), and some very unhappy people at the phone company - and all is well with my DSL.

So, what did I learn from today's experience? A) I need to drink less coffee, and B) Big Business is not very good at customer service.

Often clients wishing to launch a new venture worry, “How can I compete with the Big Guys?” If my personal experience is any indication, it is customer service . . .

Your customers are likely speaking to the “expert” and “the decision” maker. While the Big Guys are routing their customers to a call center, most likely in some foreign land. You, on the other hand, are answering your phone (please, answer your phone) and connecting with your clients.

While outsourcing might be good for cost control, it hasn’t been my experience that it’s done much for customer satisfaction. Your clients come to you for a level of service that only a nimble, small business can provide - that’s how you play with the big guys. That's your differentiator!!

It was like spending the afternoon with Lily Tomlin's Ernestine - "One ringy-dingy. Two ringy-dingys. A gracious good morning to you. Have I reached the party to whom I am speaking? Pardon? Customer Service? Oh! (snort, snort), that's so cute! No, we don't do that. Sir, there is no reason for that kind of tone. Sir, perhaps, you've forgotten - we are the telephone company. Hello?"

Final tip of the day - Never argue with the phone company, they always win . . .