5 steps to win the online review battle

You and I both know it. The battle for the customer has become a digital one. This week I was cleaning out my bookcase. Going through books I used in University (till 1994), some out of date, but most still valid. Flipping through a marketing edition, my eye was caught by the AIDA model.  As I was reading it, I realized especially the AID of the model has changed radically.

Attention, Interest and Desire; much of these are not only in the hands of businesses any more. Of course the business website, bannering, blogging and special offers in newsletters are in the hand of businesses. But more and more, customers take care of that themselves. They rely on each other for information. The rise of Review Sites has causes a major shift in marketing.

Are you (and your colleague leaders) aware what customers are saying about you on Review sites?

  • Are you active in monitoring and making sure you stand out there?
  • Do customers leave raving reviews?!

If yes, I give you a high five (and please react on this post). If no, start working on it right away through these 5 steps:

1. Assess

First of all, you need to assess the review situation. Make a list of all review sites you can find, (this blog will give you a head start) where customers leave testimonials, reviews etc. Ask a minimum of two colleagues to do the same. It helps to ask colleagues of different ages, together you’ll get the holistic picture. If you want to be 100% sure, ask customers what review sites they use. Now it is time to prioritize. Number one becomes the most influential, and so on. You have your Review List. Now have a look what customers are saying. Analyze the facts and write a short report of your findings. Add customer quotes to bring the report to life.

2. Systemize

You need to build a system for reviews. Where listening, understanding, acting, learning is key. With responsibilities and tracking of results. Make sure you create a methodology with clear tasks, reacting times, evaluation of actions taken. Also think of ways to increase the number of reviews. How can the call center or Webcare agents help you? Start small and pilot your system. If it works, scale up and keep on tuning in to changes needed.  Share your plan with colleagues, work on it with a multi-disciplinary team. To get them to feel the problem, let them google themselves first (don’t forget to bring the review situation to the boardroom. If you have sense of urgency of leaders, chances of success increase dramatically).

3. Monitor

You can look at the most important review sites every day or week yourself, but I would recommend systemizing this as well. Software is available to monitor (I am not a specialist in this, so if you know good software, please react on this article). Create a report that tracks result and is appealing to colleagues. Especially if you want them to act.

4. ReAct

One of the things that bother me most when I dive into the world of review sites is the reactiveness of businesses. No comments, even on compliments of customers but also no reactions on major complaints. This is your chance to solve issues and make your customer happy. Does he or she have a suggestion or complaint? Time to react and act upon it. Most review sites give you the chance to react. Find out who the customer is, so you can contact personally. If the issue is resolved, maybe send the customer a little gift? Log everything you do in the CRM system, so your colleagues also know about actions in regards with this customer.

5. Learn

The most difficult step of all. Is to learn from the reviews. What are customers saying what needs to be fixed in your company. Is it the tone of voice, or are you failing in delivery? Or is the problem with the product itself? A suggestion from my side: most companies are working with LEAN principles or have LEAN teams; team up with them. Or find out how the change motor of your company works to implement the changes your customers are craving for. A nice suggestion: if you solved the problems, let your customer know by closing the loop. Most often, they really appreciate that.

So, enough said. Time to get to work on those reviews! It is a pleasure to be of AID to you. Please let me know your thoughts on how to handle reviews in the comments below.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

/door

Big magic in customer experience

The book “Eat, Pray, Love” was one of my favorites. I could see myself eating pizza in Naples, working on my Yoga flexibility in India and of course enjoying love on Bali (who can’t?!). This week I had the pleasure of reading her newest book “Big Magic, create living beyond fear”. WOWW.

Right away I saw the parallel with my profession Customer Experience. Elizabeth takes us along in her world of creativity. As a writer and artist, she knows her ways. This book is about how to cherish creativity and yes, live beyond fear.

That is exactly what I often see in organizations. Fear of customers. Fear of failing. Fear of fear. That doesn’t help one bit. Yes, it helps. It helps us down the drain. Fear is a bad advisor. Fear is an awful speaker. Fear is a disastrous coach. So. How to get over Fear?

Elizabeth has a solution. She says: “Keep moving, keep going. Whatever you do, try not to dwell too long on your failures.” Every time she wrote a story, if it was a success or a failure, she kept going. Back to her words and write more. Or maybe do something else, like gardening, to get creativity flowing. But keep DOING. In movement things happen. Not in planning things, talking about things, but while doing things.

Your life is short and rare and amazing and miraculous, and you want to do really interesting things and make really interesting things while you’re still here.” – Elizabeth Gilbert

Big Magic is an easy read and I love the light words she uses to approach the theme. But she is also honest. She talks about Courage, Enchantment, Persistence and Trust. Let’s be honest, all these are needed to work in Customer Experience. It isn’t easy, but it is your job. Your calling. Your way of living. Make the best of it. Fail and keep going, have success and keep going. That is the only way to go. You will be fine.

Thank you Elizabeth Gilbert for your inspiration. Now it is time to get back to work. Doing my thing: Making customer experience work!

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2019, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

/door

Women in customer experience, let’s celebrate!

Hip Hip Hooray; It is International Women’s Day. Today I want to ask attention for Women in Customer Experience. To learn who they are and acknowledge them for their leadership, knowledge and experience. Lean in the Conversation!

What do we do on International Women’s Day? We celebrate women, from a “general celebration of respect, appreciation, and love towards women to a celebration for women’s economic, political, and social achievements”. (from Wikipedia)

In my field of expertise, Customer Experience, I see many women take the stand. They do a great job in changing the world; making it a more beautiful place for customers and employees. Listening to customers, creating fans, engaging employees, organizing customer experience ecosystems, working on customer journey mapping. Some of them in leadership positions within companies, some from a consultant role. They write brilliant blogs and books, often sharp as a knife, witty and full of knowledge.

Who are these brilliant women?

I want to give praise to these 6 women below. Of course I know many more, but life is all about choices :-).

  • Kerry Bodine. She is co-writer of my Customer Experience ‘bible’ “Outside In”. A must read for every CX professional. Besides she is an example in speaking and a specialist in Customer Journey Mapping
  • Marjolein Groenendijk . Director Customer Experience Design at KPN. My former colleague and a true inspiration. She leads with empathy with a strong business mind. Aligning stakeholders and creating the right vibe to make the change happen.
  • Beate van Dongen Crombags and Deborah Wietzes. They are both leaders in Customer Experience at VODW. They wrote the inspiring and practical book CEX Sells. The Dutch Inspiration book for branded customer experiences.
  • Jeanne Bliss. She is the Founder and President of CustomerBliss. And one of the foremost experts on customer-centric leadership and the role of the Chief Customer Officer. I love reading her blogs and am still waiting for the moment I will get the opportunity to hear her speak.
  • Lisa Burger, Head of Customer at EasyJet. A true inspiration as CX leader. She managed to change the way the organization thinks of customers. The times we met, were great fun and she inspired me with her witty remarks and honest feedback.

Which #CX women do you want give your praise and put into the spotlight? Please tag yourself (YES, take the stand!) or tag a great female leader in Customer Experience. Let’s get to know these women and share our knowledge and experience. Happy International Women’s Day!

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

/door

Cupid in Customer Experience, how about some customer love?

The 14th of February, it’s Valentine’s Day. The international day of love. There are lovers and haters of this tradition. I can imagine. It sometimes feels like an obligation to show your love because somebody (who?) invented valentine’s day. Like mother’s day, father’s day (where has child’s day gone?), secretary day, world whale day (that was yesterday)….

Why are these days here? It’s easy. Because we need them. Because we all have are own rhythm, are often self-absorbed as human beings and need to get out of the modus operandi. Especially in the field of love. We forget to express our love. We think our husband or wife know we love them, our friends feel our love and in case you have great relationships with your colleagues, they know you appreciate them dearly. Unfortunately that is not the case.

Love in business

Love needs to be expressed, shared and fueled to sparkle. Not only in our personal life; how about some love in the business environment? When I speak with leaders, I often hear much practicalities when customers are discussed. Revenue, churn, market share, number of new customers, call ratio’s, the cost per customer. I never challenge these facts, because they matter. But what lacks, are true feelings for your customers . Because let’s be honest, if you don’t feel for them, how are they ever going to have feelings for you?

Please read your mission statements and customer strategies. In case you recognize “Turn our customer into fans” or for example “Create a love brand”, look in the mirror and ask yourself the next 3 questions:

  • What feelings do I have for my customers?
  • What kind of love do I show my customers?
  • As a company, how do we treat our customers?

Do you have the answers? Do you like them? Will your customers like them?

I pledge for more customer love! Because if you want to succeed in raising NPS, in working on customer ambassadors… You’ll have to show your love in your leadership. On this Valentine’s Day, I dare to challenge you. Start this discussion in your boardroom tomorrow. If it is difficult and you feel it is important, ask me for an inspirational workshop and lighten the fire. Or if you organize an event, hire me as your keynote speaker! I will be your cupid and enlighten the customer love.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

/door

Digitaal en toch persoonlijk, dat is knapb

In de digitale wereld is de persoonlijke touch vaak ver te zoeken. Ben je als klant een nummer of ben je aan je lot overgelaten in bijvoorbeeld een FAQ of een digitale Karin. Toch zijn er bedrijven die het WEL lukt. Die digitaal én menselijk zijn. Deze week werd ik verrast door een bank die ik nog niet goed kende.

Achtergrond

Natuurlijk moet je het boek “When digital becomes human” van Steven van Belleghem lezen, als je geïnteresseerd bent in deze service thematiek. Digitaal en toch menselijk. Want dat is waar het over gaat in de klantenrelatie naar de toekomst. Maar dit is even een zijstap, nu snel naar die bank die me verraste.

De aanleiding

Op nu.nl werd ik verleid tot het lezen van een advertorial (in een nu.nl sausje, leest toch lekker!) met de titel “Zo persoonlijk kan een online bank zijn”. Ik hou van tegenstellingen en deze intrigerende titel kietelde me. Ik las het artikel met plezier en zag voor het eerst NPS genoemd worden in een advertentie. Dat deed mijn Customer Experience professional bloed sneller stromen!

Klantbelofte

Mijn oog viel ook op iets anders onderscheidends. Heel specifiek benoemde Knab waar ze goed in zijn en zich in onderscheiden. Dan weet je gelijk wat je als klant kan verwachten. Een overzichtelijke online bankomgeving én goede service. Dat digitale plaatje werd wel gelijk ingekleurd door een persoonlijke touch van de directeur.

Zo persoonlijk kan het

Als je klant wordt van Knab, krijg je een welkomst mail, met daarin zijn mobiele nummer. Mag je altijd bellen! Een collega meldde me dat hij dat nummer gebeld had en inderdaad René Frijters aan de telefoon kreeg. Dit element geeft vertrouwen. Deze bank staat ergens voor, heeft niks te verbergen. Laten we het transparant noemen. (Nu weet ik door geregeld bezoek aan Bagels&Beans dat je die directeur ook altijd kan bellen. Zijn nummer staat op de menu kaart, is dit een trend?)

Girl on film

Maar dat is een advertentie, dat is niet genoeg voor een blog… Ik tweette over deze slimme advertorial + klantbelofte en werd toen pas echt verrast. Ik kreeg een tweet van @knab_nl met de groeten van Judith. Bij het lezen van de tweet begreep ik het niet gelijk. Ik kende geen Judith, maar toen ik de tweet opende kreeg ik onderstaand filmpje te zien met in de hoofdrol Judith van Knab. Zij liet gelijk zien hoe Persoonlijk Knab is.

Dat is toch een dikke WOW?! Ik vind het Knab! Compliment voor deze persoonlijke aandacht via Social Media. Ik had dat nog niet eerder gezien. Digital became Human to me.

Wat is hieruit te leren?

Geef service een gezicht. Communiceer wat je belooft. Stel je kwetsbaar op met bijvoorbeeld een telefoonnummer van de directeur en reageer met een glimlach. Dat maakt mij als klant blij.

Op dit digitale service vlak is een wereld te winnen. Welke voorbeelden ken jij van digitale en toch persoonlijke service? Ik en de medelezers horen het graag. Om van te leren en gezamenlijk de wereld een beetje mooier te maken.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

/door

I love China, but does China love me?

This summer I traveled in China with my 16-year old daughter and 23 other great travel companions. From Beijing to PingYao, Xian, Chengdu, LiYang, Dali, Kunming, Pingan, Yangzhou and leaving the country from Hongkong. What a beautiful things we have experienced! Business is booming in China, many products we use come from China, but how do they score in Customer Experience? Is this topic just as hot as in the Western World?

I can answer that straight away. No it is not. I didn’t experience real hostmanship. The drive to deliver real service and go the extra mile for me or my travel companions was absent.

Two examples still strike me. I wanted to exchange Euro’s to Chinese Yuan in a bank in Beijing. It was 16:15 and I had fill out a form. Identified myself with my passport and was told to wait. I could see what happened behind the bulletproof glass and got a feeling of being in the television series “Toren C”. Bureaucracy, people passing papers, counting money, my passport going from one employee to the other, all dressed in the same androgynous outfit. After 30 minutes I started feeling real unease and asked how long it would take (my travel companions were waiting). I was told to wait again and at 17:00 they gave me back my euros and passport. The bank was closing and there was no possibility to change any money now. I had to sneak out the backdoor, the front door was already fenced.

In PingYao we went to dinner (with the whole group) in Sakura Café, a backpackers institute in China and even Laos and Thailand. We ordered food and drinks, but the employees were more interested in each other. They faced their backs towards the restaurant, let the dirty plates on the table for 2 hours and were never eager on filling up on drinks. What a waste of sales and service opportunities! This was no exception. Ignorance, loudness, drivers that smoked on the tour bus, rudeness and most of all no possibility to communicate because of a lack of knowledge of the English language.

The focus is on getting the job done

The lack of service attitude was something our Beijing tour guide recognized and felt bad about. She certainly did everything she could to make us feel welcome and happy. But she explained the lack of interest and drive to improve service. This lays in the upbringing of generations in the Cultural Revolution and the influence of the Communist Party. People had a job, did what they have to do and didn’t have to listen to customers. They are trained to follow the rules and most important: listen to their bosses. They are not encouraged to improve, learn and go from Good to Great.

There is hope. We finished our trip in HongKong. Now a special administrative region of China, where there is no censorship on social media and the service levels are Pico Bello. With a special mention of Aqua, a great restaurant/bar on the 29th floor with spectacular views on the HongKong Skyline. Let’s hope this service attitude of HongKong will spread across China.

Although the service attitude was lacking, the Chinese did love us. There was a large drive to take pictures and selfies with these long Dutch (strange) people to show at home, school or the office. We were greeted by people on the streets, monks, older ladies in the park that wanted to show their grandchildren to us. So yes, China loves me. Not in the Customer Experience way, but in a human way and I must say “It feels mutual”.

Do you recognize this service experience of mine, do you have other explanations or funny stories? Please share below.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

/door

3 manieren om KLANTEN met een klacht te laten kramperen

Er zijn van die momenten dat je niet kan geloven wat een medewerker doet en zegt. Dat je totaal verbijsterd in een winkel staat en je in je hemd gezet voelt als klant. Dat je het liefst iets heel boos wilt zeggen uit pure onmacht. Ken je dat gevoel?

Het was voor mij even geleden, maar vorige week heb ik het weer aan den lijve meegemaakt. Wat gebeurde er en wat kan je daarvan leren? Read and Weep…

Mijn 16 jarige dochter wilde heel graag naar Appelpop en daar met haar vriendinnen kamperen op het festival terrein. Dan moet er iemand van minimaal 18 jaar mee en de dames haalden me over om ze te vergezellen. Vroeger noemden we thuis Kamperen=Kramperen, dus je weet dat ik niet stond te juichen. Maar je doet alles voor je kinderen! Ik had geen kampeer uitrusting, dus toog naar de Buitensport winkel voor een tent en een luchtbed.

Ik werd perfect geholpen. Had zelfs de mazzel dat de tent in de uitverkoop was. Dus ging ik blij met mijn aankopen naar huis, waar de tent door de twee puber dames binnen no-time werd opgezet in de woonkamer. De eerste test was geslaagd.

Het festival

Vrijdag 11 september. We kwamen aan op camping de Betuwe en kregen een mooi plekje toegewezen, ook nog eens met top buren. Tent opgezet, luchtbed opgepompt en wij gingen richting het fantastisch leuke festival Appelpop (ik ben fan!). Na een muzikaal feest kwamen we midden in de nacht thuis en toen ik mijn tent in kroop, viel me gelijk op dat het luchtbed wel wat zacht was. “Had ik de dop er niet goed opgedraaid?” Gelukkig lag de pomp binnen handbereik en viel ik uiteindelijk in slaap. Halverwege de nacht werd ik wakker en raakten mijn billen de koude Betuwse grond. Oei, een luchtbed wat langzaam leegliep. LEK.

Maar goed, het is een festival, “you win some, you lose some”. Het hoort er een beetje bij. Zaterdag net zo’n festival dag met verschillende muzikale hoogtepunten. Helaas was het regenachtig geworden en toen we om 1u ’s nachts op de camping terug kwamen, regende het pijpenstelen. Ik kroop snel mijn Wildebeast tent in en toen ik eenmaal lag, hoorde ik “Drup, Drup, Drup”. Na een kort onderzoek bleek de rits van de voortent zo lek als een mandje. Het water liep zo mijn binnentent in. Gelukkig werd het na een paar uur droog, maar ik baalde. Moest ’s nachts nog twee keer mijn luchtbed oppompen, want er waren helaas geen kabouters geweest die het lek hadden gerepareerd. Zondag ochtend kwam ik behoorlijk gebroken mijn tent uit en besloot die dag gelijk terug te gaan naar de winkel. Met tent en luchtbed, want dit kon niet de bedoeling zijn.

Het retourneren

Daar stond ik bij de balie. Een meisje stapte op me af. Vroeg wat ze voor me kon doen. Ik legde de situatie uit en ze riep er een collega bij. Of ik het bonnetje nog had. Natuurlijk! Ze keken moeilijk en vroegen of ik de tent wel goed had opgezet. Of ik wist dat ritsen in voortenten altijd lekken, als de regen erop staat. Ik vertelde dat ik me dat niet kon voorstellen. Dat ik graag een nieuw luchtbed wilde en mijn geld terug voor de tent. Want het kampeer seizoen is echt over en stel als ik nu ook tent krijg met een ‘foutje’, dan kom ik daar pas volgend jaar achter. Daar konden ze niet aan beginnen, maar ze gingen uitzoeken wat ze voor me konden doen. Draaiden zich met hun rug naar me toe en liepen weg. “Wacht u hier”.

Tuurlijk. Daar zat ik. Tussen tenten, wandelschoenen, rugzakken. Er was geen empathie voor twee gebroken nachten op een lek luchtbed. Geen “vervelend dat u een lekke tent heeft gekocht”. Ik kon mijn oren niet geloven en door die gebroken nacht was mijn incasseringsvermogen ook niet optimaal. Maar ik besloot me te beheersen. Wachtte en ja hoor daar kwamen de zondaghulpen weer.

“Hallo mevrouw, in principe geven we geen geld terug. Maar voor deze keer doen we dat toch wel”. Zo, mocht ik me even in mijn handen knijpen…. En toen kwam het. “Maar als u de volgende keer een tent koopt, en het is belangrijk dat de voortent niet lekt? Zorg dat u zich beter informeert. En koop dan een duurder exemplaar. “ Mijn mond viel open. Ik kreeg mijn geld terug en nu nog een trap na, dat ik zelf verkeerd had geïnformeerd. Met een boze stem antwoordde ik “ Ik was hier donderdag en heb advies gekregen van een collega van je en die heeft niet gevraagd of ik een lekke rits wilde in de voortent. Ik ben afgegaan op zijn advies en heb daarom deze tent gekocht. Zorg dan zelf voor beter advies en in alle eerlijkheid; verkoop geen rommel.”.

Maar ik wilde nog wel een ander luchtbed. Dat kon helaas niet. Die waren in de winkel uitverkocht, maar ik kon gewoon thuis een nieuwe bestellen. In mijn ooghoek zag ik een tablet, ze hadden dat natuurlijk even voor me kunnen doen. Maar nee, dat meedenken en doen zat er niet in. Dus ik kreeg mijn geld terug voor het luchtbed en de tent. Het was een heel gepruts met bonnen achter de kassa en het geld zou worden teruggestort op mijn rekening. Ook al had ik mijn geld terug, een goed gevoel had ik er niet over. Licht briesend ging ik naar huis.

Hoe niet om te gaan met een klacht

Welke lessen kun je hiervan leren? Vooral wat je NIET moet doen in geval van een klacht.

1. Vertel klanten precies wat ze zelf fout hebben gedaan

Zonder enige empathie voor de twee gebroken nachten en het gedoe, vertelden deze dames dat ik de tent vast verkeerd had opgezet. Dat ik zo dom was, dat ik niet wist dat alle ritsen van voortenten altijd lekken. Mijn tip: Toon empathie. Leef mee. Vraag door. Knik, hum. Maar laat alle kritiek achterwege. Je maakt het alleen maar erger.

2. Vertel wat er allemaal niet mogelijk is

Op het moment dat ik aangaf, wat ik graag wilde qua oplossing, vertelden ze gelijk dat dit niet kon. Geld teruggeven deden ze niet in dit soort situaties. En luchtbedden hadden ze niet meer. Wel wonderlijk dat de oplossing uiteindelijk was, dat ik mijn geld terug kreeg. Met me meedenken in andere scenario’s; dat zat er niet in. Mijn tip: Luister goed naar wat de klant wil. Vraag door naar het waarom van deze oplossing. Zoek dan uit wat de mogelijkheden zijn en denk mee. Vraag na of dit de klant tevreden stelt, dan weet je zeker dat je goed zit.

3. Geef een trap na

Toen ze hadden uitgelegd dat ik mijn geld terug kreeg, werd ook nog even haarfijn uitgelegd, dat ik de volgende keer beter mijn best moest doen bij het uitzoeken van een tent. Oftewel, de tent met de lekke rits in de voortent, was mijn eigen schuld. Want ik had mijn voorwerk niet goed gedaan. Mijn tip: als je tot een oplossing bent gekomen, vraag dan of dit een goede oplossing is. Inventariseer daarna of je de klant nog ergens bij kan helpen. Ik had best hulp gewild met het kopen van een luchtbed.

Gaat dit alleen over deze buitensport winkel? Nee! Want dit gebeurt veel vaker. Helaas. De dames die mij hielpen waren weekend krachten, die als student bijverdienen. Vast goed kunnen verkopen, maar ernstig tekort schieten op het service vlak. Waarschijnlijk niks hadden geleerd over het oplossen van klachten en het belang van meeveren en het tonen van empathie. Ze volgden de interne regels en wisten me deze perfect uit te leggen. Zorg zorg voor gekwalificeerd personeel. Niet alleen qua product kennis, maar ook qua oplossend vermogen. Investeer daar in, want dit kost klanten en is slechte PR.

De nachten in het weekend was ik kamperend best ok doorgekomen, ondanks de ongemakken/ Maar bij het afhandelen van mijn klacht had ik het gevoel dat ik was gaan KRAMPEREN. Jammer en niet nodig.

Wat wil jij dat een organisatie het liefst doet als jij een klacht hebt? Wat is cruciaal voor jou bij het oplossen? Ik hoor het graag als reactie op deze blog!

PS. Deze foto maakt ik als selfie tijdens het opzetten van de tent op vrijdag.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

/door

The Big Four in Employee Engagement

In june I visited the Gartner Customer Strategies & Technologies Summit 2015. Besides listening and engaging in sessions and workshops, I hosted a panel discussion titled “For the love of your customers, make employee engagement work!” With this blog I share the insights from this engaging discussion.

With me on stage, were two leaders with best practices in the Employee Engagement field. Both Rob Graham (Customer engagement center director of Tesco) and Graeme Gabriel (Strategic Back Office WFO Consultant at Verint) shared their learnings.

Employee Engagement is often seen as soft. Both men obviously had a different opinion. They said that Employee Engagement is an important driver towards business success. They both showed their professionalism from a leadership perspective and told snappy examples that triggerd the audience.

What are their 4 Do’s to get real Engaged Employees and happy customers?

1. Ask your employee for feedback and Act upon it

Too many surveys are sent out to employees, where no actions are taken upon. Take actions that will really impact their happiness or possibilities to serve customers in a better way. If you are not able to act upon, be honest about it. Transparency is KEY.

2. Hire the right people for your company, find you Goodliness

At Google they have described what kind of people they want and if they match the criteria, they have the Googliness factor. Only people that have that Googliness are hired and Google doesn’t make exceptions. So find you own Googliness and make sure only people that fit your wishes enter the company. Engagement ensured.

3. Act not Add

Give your employees the freedom to act. Especially on social media. Let them handle complaints or emergency situations in a human matter. A woman called in to Tesco and had to cancel her delivery, because she unexpectedly went into labor. Instead of following the rules, the agent send her a bouquet of flowers. The customer posted a photo of the flowers on Facebook and this received more than 100k likes. Another example was not so fortunate. A guide dog and blind woman were banned from a store and the company tried to resolve, but the public didn’t take it. The learning is still: Let your employees act upon what happens. Sometimes they get it wrong, but much more often they get it right

4. Get the C-Suite to See

This is actually an open door, but so true. Get the leaders to see and experience how customer service is done. Let them walk through stores, get them to help customers themselves, listen to telephone calls, interact with employees. It works both ways. In employee engagement of the customer facing employees, but also in the decision making of the leaders. They can walk the talk and act upon what they have seen. A big driver of Employee Engagement.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

 

/door