We work with clients who are looking to improve the experience they provide their customers. Some are well on their journey and are looking to ensure their ‘branded experience’ creates differentiation from their competitors. Others are on the start of their journey having recognised that increased satisfied customers lead to sustainable revenues at a lower cost margin.
With these different stages of customer centricity in mind, it is important to match the resource types you employ to steer and deliver improvements to the stage you are at. Ops folk are great at fixing broken process (reducing detractors), but marketers have some advantage when it comes to building a differentiated experience (increase promoters).
But whatever stage of maturity your CX programme is at, it pays to always keep an eye open for those rare little gems that can give a boost to your programme by reminding everyone just how easy it can be to create warmth towards your brand. Which as we know encourages consideration for those in the market.
And there’s no better place to start than among the Voice of The Customer feedback to look for the fun you can generate from complaints. Unordinary Thinking indeed as it’s not something for the legally constrained in thinking. Which is why we recommend letting the content marketers and your brand experts trawl through what they can find. They will find opportunity in the feedback where others find cause for concern. Not forgetting resolution is a key customer attribute so that part of any dissatisfied customer feedback found will still always need attention.
Making fun of a complaint
We came across this example of such an opportunity at a recent customer experience conference when it was presented as a classic case of the brand putting business policy before brand personality. It’s a complaint from a customer who asked webuyanycar.com for a valuation on their child’s Little Tyke car. It fell in the wrong hands first time round with a snooty response requesting the enquirer to not waste the businesses time which soon found it’s way on to the internet.
But that meant it appeared in someone else’s feedback pot at WBAC and this time the customer centric thinking employee responded with a sense of the spirit that the brand can convey. The outcome (which should have been presented first time around)…..webuyanytoycar.com was born. For a few ‘shillings’ (looking at the website it would be surprising if it cost more than that) they’ve trying to get a big impact from a small idea, a complaint in fact. The promise was to buy 1000 toy cars for £10 each and then rehouse them at hospitals, hospices and homes where they would be much appreciated; a charitable response. It highlights what a little unordinary thinking can achieve when you take negative news and add a little personality. Even if you are a second hand car sales brand. The content allows consumers another way in to the brand and the execution helps improve a positive association with the brand which leads to higher levels of consideration – all good news for the ‘sales’ funnel.
These opportunities land in the inbox and in tray of companies every week. The trick is to see the opportunity that exists within them and to accept the time taken to make them a reality is still an investment into the customer.
There’s a great saying attributed to Mary Angelou, poet and leading figure in the American Civil Rights Movement, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”. Which if that means my positive emotional response replaces the still lingering negative bilious feeling I had when I first saw the old ad campaign, I will be very grateful!
Another opportunity to cash in on a complaint
I have found a similar opportunity on a Facebook feed which is a reference posted by a chap who is organising a trip to the world children’s choir championship for his choir. But he had so much trouble trying to block book 70 flights with a low cost airline brand they nearly didn’t get there. He’s promised to feature the brand in his press release which is due to follow the finals. Can the brand turn this around? Absolutely. And the marketers among you probably have some ideas forming around what you would do.
So I will track this and see how it plays out. Ideally with a story featuring the brand turning the complaint (from a customer who has bought over 70 products in one hit) into a good customer experience, PT opportunity and shows a reignited warmth to their brand. In the meantime, revisit your own VoC to find fun, positive association and preference for you brand. I assure you great opportunities lie within it. Of course we could find it for you, but there’s more commitment behind these things when you find them yourself. By all means contact us to help make the most of it. Happy customer feedback hunting.
Posted by Christopher Brooks
We work with brands to attract and retain happy customers | We achieve this by helping them to understand what makes their customers tick, building memorable customer experience strategies and creating engaging customer value propositions.
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