Customer Satisfaction and the 3 R’s Story
Our March newsletter has a lead article about Customer Satisfaction Starts with Respect, Responsiveness and Reliability. This article hits on several key points that shows many organizations today are not paying enough attention to details to get any respect.
One of my readers immediately responded to the article with his true life story illustrating the pitfalls of surface or even shallow thinking on the part of real organizations.
Here is his story (name is changed to protect the innocence)…
Especially liked the Customer Satisfaction Starts with Respect, Responsiveness and Reliability – the three critical R’s. Have not read the Three Games of Selling. Did you tie the three R’s into the “games?” Quick anecdotal note on these.
Last Wednesday I accessed the Cottenelle website to find out how to order those neat and creative toilet paper hiders. Before I could do it, I was asked if I would complete a survey. You know me, I clicked on “yes.” I completed it and was sent a “Thanks” email message. At the end it said to direct any feedback to a link. Here was my response:
Hi Judith – I was actually trying to find out how to get a few of those toilet paper containers (my wife really thought they would look better than putting a spare roll on the ledge on top of the toilet tank ). Before I could click on the link for this information, the survey was offered. I took the time to answer it. One question asked how or why I went to the site. Had to check coupons which was not the case. Checked Other as primary reason, but it would not allow me to type in the reason I went to the website, i.e., to inquire about the “creative” tissue container. When I finally tried to link to info on it. could not do so. So-o-o Judith help me – how do I get three containers for our bathrooms ? Thanks Judith! Greg Allen, xx1-xxx-5xx7 or firstname.lastname@example.org –
PS Am usually an ARB (automatic response buyer) for Cottenelle unless there’s a super coupon or special promotion deal at Kroger for the Northern .
PSS Did not understand the “Cottenelle listens to me” item.
The 3R factor:
Respect – am totally dumbfounded that my comments have been totally ignored, i.e., “Cottenelle listens to me” is boilerplate.
Responsiveness – gave them my phone number and email address for a follow-up response. Apparently, they were or are not in the “Cottenelle listens to me” mode, or, as you taught me long ago Voss, “the walk the talk mode.”
Reliability – based on the Respect and Responsiveness factors, why would I or anyone else value Cottenelle’s reliability. i.e., I can count on them “to listen to me.”
PS Today I went to Kroger. Guess what was on my list? You got it – toilet paper! Even though the Cottenelle was on “special,” I bought the Northern for $.50 more.
There you have it – a real story about a company which only uses boilerplate phrases with no intention of follow through or as my friend stated several times – “we listen to you.” Really? I guess they are using this statement literally and forgot the part about effective communication being a two-way street.
Listening without any response shows lack accountability of thoughts and action. This lesson in poor corporate etiquette is being shared so you can take a moment to review your standards for responding to the customer’s questions.
Even a website needs someone to take responsibility to customer questions, inquiries and especially surveys. Do you have someone assigned to monitor these valuable touch points with your customers and prospects. If not, my question is why not? It would be better to have no contact page or touch point if you are going to ignore them.
Review your touch points, assign responsible people to respond to contact forms, questions, emails or surveys. If not, your lack of respect for your customers could wind up being the subject of a social media moment.
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