According to Google Analytics, there is a 68.69% chance that you are reading this article because you found CCM on page one of Google by using search words like “New Orleans millwork” or “windows” or “shutters” or “heart pine flooring.”
That is consumer power. In the digital world we can find out a lot about companies quickly. But our power as consumers goes far beyond that.
In the “old” days, if a company didn’t provide good products or services…including customer service…we could warn our small circle of friends and family members. Times have changed. Now we can warn the whole world wide web (approximately 220,100,000 people in the U.S. based on the latest data from Nielson Online.)
Now THAT is consumer power!
Because other consumers warned me in their reviews, I have avoided some less-than-stellar companies that I was considering doing business with. For those companies, the web is becoming an increasingly hostile place. So be it. On the other hand, I’ve found GREAT companies on the web because of consumer praise.
Here’s how our consumer power works:
As a consumer, I have the power to tell you (and the whole world wide web) that when you need to upgrade your computer memory, you should go to http://www.datamem.com. You see, I read several reviews about the company by a few customers who had problems with their order. But each person highly recommended the company for outstanding customer service in resolving the problem. So I ordered a stick of memory from them…and had a problem with my very first order. The memory chip that I ordered arrived promptly, but didn’t work when I put it in my computer. I called the customer support number, and the man who answered asked me a few questions. He said, “Oh, you have a Dell. They don’t use a standard chip configuration on their memory. I’ll over-night an 8-chip memory stick to you. When you get it, just return the one we sent you. I’ll send you a postage paid envelope.”
There is no doubt in my mind that Data Memory Systems lost money on my first order. But I ordered several times again without a problem, and I’m willing to tell the whole world wide web how great their customer service. They understand that customer service isn’t an expense but an investment. They understand the value of word-of-mouth…and word-of-mouse. They “get” customer service!
On the other hand, here’s a case study of a company that, in my opinion, doesn’t “get” customer service:
You see, my reasonably good mobile broadband connection with Cellular South became extremely slow and unreliable about two weeks ago. During a call to them, they explained that there was a system-wide problem. I was understanding. Stuff happens.
But two weeks weeks later and two trips back to the Brookhaven store, I was told that before escalating my connection issue they would have to eliminate my in-warranty USB modem as the culprit.
They explained that even though the modem they sold me was under warranty, there would be a $15 processing fee to exchange it for a new one. No, they could not waive the fee. I asked to speak to a manager.
A Mr. Stuart Wood approached me. I pulled out my digital voice recorder and explained that I was recording our conversation to make sure that I understood correctly. He told me that no, he couldn’t waive the $15 fee, but because the modem was under warranty, I could mail it in and have a replacement mailed back at no charge. “So I have to wait for the mail,” I asked. “Yes, sir,” Mr. Wood said cordially.
Now, Mr. Wood was friendly and professional. He was just following store policy. When I told him that I would put this information on the Internet, he said lightly, “Ok.”
I left the store feeling like Cellular South just doesn’t “get” customer service. And that Mr. Wood apparently doesn’t “get” that one single consumer like me has the power to express their opinion to the whole world wide web.
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Author Don Stevenson implements Internet Marketing strategies for Central City Millworks, and has helped get articles like this one on page one of Google for dozens of search words and phrases. To ensure a high level of customer service, he set up Google Alerts for owner Hal Collums in order to alert him via email anytime anyone on the web writes the phrases “Hal Collums” or “Central City Millworks.” Feedback from CCM customers is posted to theTestimonals page as they are submitted.
