Storytelling your way to better Customer Service

An October 2019 installment of the Harvard Business School’s Executive Education Newsletter was devoted to the topic of customer service. This was “pre-Covid” but the message may be even more timely today, as we prepare for “post-Covid” communications.

HBS advertised that, for just $10K and half of a week in April, you could immerse yourself in what it takes to deliver transformational customer service. And, in the Faculty Insights, the faculty chair of the Transforming Customer Experiences program enlightens us with an article titled: http://bit.ly/WhyAnxiousCustomersPreferHumanCustomerService. But I am guessing that you don’t need the compelling evidence of HBR to tell you that customer service can make – or break – a customer relationship.

Who doesn’t read the Amazon reviews before they buy? Even if you don’t end up buying from Amazon. Consumers are more informed than ever, and we value those reviews, both product AND service. If the product doesn’t hold up, that’s one knock against you. But don’t underestimate the review of how a company “made it right” for an unhappy customer. You don’t need a billion/s-dollar software application like Amazon to better understand how your products and your people are delivering on your brand. The narratives we share – the good the bad and the ugly – can help propel our understanding of what customers want and what they have come to expect.

Next team (or staff, or board) meeting, try this: assign a member of your team to share an anecdote about a recent customer experience. Again, good OR bad. Allow the team to bask in a pat on the back for great service, and, be willing to be uncomfortable if the story does not have a happy ending. It’s never easy to hear a negative situation replayed, especially in a group setting. As a leader, though, it’s the chance to guide your team to envision how the situation could have better reflected your brand. We can’t always make every situation “right.” Not sharing the stories that are tough to hear likely guarantees a repeat at some time. Storytelling can be harder than you think. It can also be the best way to learn organically. And, it’s probably “Why Anxious Customers Prefer Human Customer Service.” Thank you, HBS 😊

#storytelling #customerservice