Tag Archive of: customer communication

My new couch would be delivered. Over seven weeks later than planned. There was something about fabrics (or lack thereof), delivery issues and hassle at the factory in Italy. The communication did not go very well, but there was good news. The bank was in the Netherlands and was at the transport company.

I got a call from a friendly lady, who asked when it was convenient to deliver the couch. Now I already had a lunch appointment on the day the delivery guys would be in Utrecht. So yes, they could come between 11.30 and 12.00 hours, but I really had to leave at 12.30 hours. Kindly she told me: "I guarantee that the men will be on time. I promise you that." Hmmm, very clear. But still, would this go well? A day in advance I would receive an e-mail with the confirmation and the time of delivery. "And if you receive that e-mail, don't worry. Because it will say that we deliver between 11 and 12 hours. For you, that means we'll be there around 11:30. Really, I promise you just one more time."

Sure. In the meantime, I hadn't completely reassured my lunch appointment that I'd probably be a little late. Yeah, well, you never know with traffic, delivery guys and appointments. The e-mail arrived in my mailbox with exactly the sentence about the times in it, as the nice lady had announced. They also gave me a tip in that same e-mail: if I wanted to pay with pin, I had to check what my daily limit was, because things sometimes went wrong there. The suggestion was to contact my bank about this, as this was easy to adjust. Ha! That's thinking along with me as a customer. Because indeed, I had no idea what my daily limit was. I logged into my bank and within a poop and a sigh my daily limit was suitable for the transaction tomorrow.

Friday morning, 11:00. The phone's ringing. A 06 number unknown to me. A bad hunch creeps up on me. Wouldn't they be late? "Hello, madam. Here's your delivery boy. We're leaving Woerden now. And we'll be in Utrecht in good time, so you can go to your lunch appointment at 12:30."

Speechless. With a big smile. Not only had the plan lady put my wishes into the system, the deliverers had also read them and taken them into account. Chapeau TS Furniture Transport. The deliverers also turned out to be perfect mechanics. The couch is standing, they took all the packing and I was well on time for my lunch. So it is possible!

 

This blog was written for CustomerFirst and published on 5 June 2019

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"Nienke, shall we just not talk about Coolblue for once? Aren't there other cool examples when it comes to customer experience?" A comment from a recent Customer Experience Masterclass.

It could be that there is Coolblue fatigue in the world of customer experience. And yes, I get that. Always that brand promise, that "All for a smile. Always that Pieter Zwart, boss to the max. Almost irritating. But I have to be honest: they are also good. Not a bit, but in the category 'Good, Better' they are the very best.

An example from practice and so there are probably many. My laptop crashed. Well worthless, for gone lifeline with the world. So there had to be a replacement right away. But which one? For some, picking a new one is a pleasure. But I'm more of the category 'hard curse, shit, reinstall everything later' and 'oh oh what am I glad I have everything in the cloud'. Because that's how smart I am.

So who are you calling? Right, Coolblue. I had a look at the website, but I needed a helpline. Aron answered the phone in no time. In just a few questions, he led me to the right selection. An HDMI connection (really, they still make laptops without, how is it possible?!), at least two USB connections, a graphics card and a 13 inch screen. That was it and I wanted the device fast. "How fast?", Aron asked. He asked his question at 6.45 pm. I could pick up my laptop the next morning at 8.30 am at the post office on the corner. And so it happened: I typed this column on my still shiny laptop I picked up this morning.

I'm far from Coolblue tired. I'm a fan for five reasons. First of all they excel in Friendliness; the tone of voice is like having a good friend on the phone. Number two is Reliability - I know when I ask them something, they're there for me. The third reason is Cleverness. Aron knew how to ask the right questions. Then comes Speed. How well have you got your process in order, so you'll have the laptop on the spot in 14 hours? Heroes. And last but not least, number five, the Cuteness. Coolblue is a great company with great people. They always get that smile from me.

So yeah, maybe the example is chewed out. It's time for a new CX star on the firmament. That's why I challenge all of you to make me as happy as Coolblue does every time. Eggs, right?

 

This blog was written for CustomerFirst and published on 8 May 2019

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...why you are getting it all wrong when it comes to the visual revolution.

We are in the age of the visual revolution. I'm sorry? What? Yes, visuals are the bomb. Not just a little bit, but all over the place. Where Instagram is growing like crazy, YouTube is the second largest search engine and even LinkedIn is growing when it comes to images and video.

A real big chance for everybody. Not only telling how good your products and services are, but also showing it with images. Because images speak louder than words; right?

Let's dive a little deeper where it tends to get ugly when it comes to visuals.

Let's go on a cruise

This April I got on a cruise. In 2016 we cruised with Carnival Cruises, which was a big eye opener and fun and brilliant customer experience(on which I blogged). So in 2019 we wanted to push it a little, go on a longer cruise and see more islands. We changed to Celebrity Cruises, because their ships were newer, the destinations fitted and the whole look and feel of the website, matched with what I was longing for.

This is where it all went wrong. Please take a look on their website: I am curious what you see and what impression you get? Well I got the impression of modern luxury (which is also what they promise, as one of the guest relations officers told me) and the website shows guests like me.

The Stereotype Exercise

Now, let's do a small exercise that I learned at Disney Institute. The Stereotype exercise. When you think of cruising and the typical customer. What things come to mind? Before I type any further, you could pick up pen and paper, but you can also keep reading. I will join you in your mind.

When I stereotype cruising and their guests, I think of an older population, a little grey-haired to be honest. Pensioners, who love jewelry and play bridge. They are grandparents, children moved out of the home. Who want to experience luxury and comfort and want to dine with captain Stubing (little joke).

Our experience in 2016 was really different. Carnival is known for their fun and they attract a young crowd. That is also what their website shows when it comes to visuals. Now let's switch back to Celebrity. When I glance at their visuals on the website or their Instagram, I see people like me. Young, okay, this is debatable ?, but between 40 and 55. Young, right?! A young crowd who enjoys life, who likes to explore and have new adventures. This is what they market, this is what they sell on their website.

Different expectations

So imagine entering the boarding area in Fort Lauderdale, where the first impression was... An old peoples home. The stereotype we just imagined. Yes, we saw canes, walking racks and wheelchairs. That is not any issue, but I booked this holiday with a different expectation. Praise the lord there were younger people aboard, but they were scarce. And that was a real pity for my daughter of twenty, who I brought along. Yes, we had a great holiday, but thinking back of the Carnival Cruise and the fun we had with most of the guests; I wish we booked with them.

During the cruise, we shared tables with many people and for example had a chat with a couple (in their 70s) who were on their tenth cruise with Celebrity. Yes, they admitted Celebrity is known for a little older crowd. That is what they liked and why they came back. Again and again. And we had many more chats like that.

Disappointment

The fourth day of the cruise, I decided to have a conversation with guest relations. Because it somehow itched that the cruise was marketed in a way, which wasn't delivered. I explained my disappointment and the lady behind the desk spoke these words "Yes, we have an older population on board. If you would have liked a younger cruise, you should have booked Royal Caribbean." What?! Really?!

While I am writing this, I feel the same emotions again. Those of frustration and disappointment. You sell me a cruise with a certain expectation, I book online, I have to let you know who I travel with (a twenty-year-old), you give no advice and then a little twat behind the desk tells me this. My oh my.

Where did it go wrong from an organizational customer experience point of view?

Honor your clients

I think the marketeers of Celebrity Cruises are all pretty young and hip. Chances are they hire other hip website builders, travelers and influencers to create visuals and tell stories. Probably the board wants to rejuvenate their passengers. Marketing most certainly works with personas, but I don't think the older traveler is in there. They aim for young, as shows their website and Instagram.

Now comes the truth and nothing but the truth. Be happy with your clients. Give them the credits they deserve. Because these older guests are filling your pockets. Make sure you show reality in your visuals. Not just polishing it up with models and stock photos you use now. Show your real customers in your visuals. Give them the place they deserve on your website, Instagram and Facebook.

Because what happened with me, is not an N=1 (just one traveller) situation. We had a conversation with over ten other young guests, and they had the same experience as we had. They were also not coming back on Celebrity. At least not in the next twenty years ?, as at that age we fit their age group in a better way.

My dear marketeers, when you show pictures that are too far from the truth, you are the reason why customers get disappointed. Guest relations can't fix it down the line. They can only fix it with some extra's, but you are two steps behind.

Be real

Does this only happen in the travel industry? NO. This is the hard truth in many areas of visual marketing. For example, have a look at websites of golf courses. The pictures are beautiful. The sun is rising. Greens look so green. Bunkers are all raked meticulously. And the most surprising thing; almost never do you see any people golfing. It could be a very young and slim couple, but most often these golf courses are photographed at moments of total 'nobodyness'.

Reality is different. Most golf courses host many flights of golfers. There are PEOPLE on a golf course. Not models, but people like me, my mom and dad. Normal people.

Of course, you want to look your best on a website. You want to show things on a sunny day. Literally and metaphorically. But don't overdo it. Make sure it looks great, but also real. Because if you don't: reality will hit and create disappointment down the line.

So, my plea is: do the reality check. Take a look at your website and other social channels where you use visuals like YouTube, Facebook, Instagram and Pinterest. Are you telling the truth, or should you take it down a notch? Me and my fellow customers would appreciate the real story. Thank you.

 

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I finally made it. I bought a new couch. A large U-shaped couch, on which I will soon be able to hang out and read my favourite books. Highly necessary, because my old couch is justifiably old. Stains, traces of cats and we all don't fit on it either. It's very nice to have such a composed family, but when everyone is there, it's sitting on your lap and that's not quite the intention either.

So, a new bank. Buying one of those things isn't my hobby. But this time I walked up the furniture boulevard and immediately saw my dream sofa. Exactly the right color, available in the arrangement I wanted and also with the perfect salesman. One with an understanding of things, who asked the right questions, made a drawing and gave me zero comma zero discount. The bank had a delivery time of ten weeks, but it could also be longer.

That delivery time wasn't a problem. It's just that once you start with a new couch, all of a sudden your entire household goods are obsolete. Lamps, chairs, accessories... In addition, my parquet had to be sanded and varnished urgently. And for that, the living room had to be empty. So do I dump the couch directly at the junk? After all, there will be a new one. Or do I save it just to be sure? I decide to call the bank shop to find out what wisdom is.

I'll get a lady on the line. She's a lot less nice than my perfect salesman, who unfortunately has a day off. I'm asking if she knows when the bank's coming. "Well, I don't know. I could ask, but I can't guarantee the bank will come sooner. Cause the factory is blah, blah, blah...." A zipper on ifs and buts goes past me. I'll explain: "But ma'am, I don't need the couch any sooner, I just want to know when you deliver the couch." Unfortunately,that goes past her,too. For five minutes I hear all kinds of reasons why she can't give an answer, no guarantees and no promises. She concludes her story by saying that she will call the factory and come back to it sometime this week.

Surprised I hang up. Go away with that cover. Just say you'll figure it out, do your best for me and come back to it. Only two minutes later, she calls back. "Ma'am, the bank's coming in four weeks." It's okay. It's okay. I'm gonna keep my old couch for a while, and I won't put it in the trash for another four weeks. Man, man, was that so hard?!

 

This blog was written for CustomerFirst and published on 3 April 2019

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I will be at the location well in time for the master class. Important, I think. To make sure the auditorium is in order, to check the technique and preferably to drink a cup of coffee very quietly before the auditorium fills up. Or rather a cappuccino, to be precise. Upon entering the room, I already noticed that there was a coffee machine with beans in the room, with many buttons for the choice of coffee.

The room is ready, the pens at the flipchart do it (of course I also have a collection with me, but still, I always check it), the working materials are on the tables for everyone. The room looks organized. I'm ready on time, I feel good. This is going to be a good day.

Now it's time for that cappuccino. I'll turn it on, have a cup. Always waiting to see if the coffee cup is big enough for the cappuccino, so I grab a tea glass. Ha, they won't get me with this. I press the right button. A lot of noise, a lot of steam, but no milk and then only an espresso that flows into my glass. I open the door of the small fridge in the coffee machine and see that there is no milk in it. Yes, logical that it doesn't work then.

At that moment the door opens and a student-free waiter, with slop and all, quite chic, steps into the room. He looks a bit frightened at me, I greet him and he greets 'good morning madam' back. He looks at my half-empty tea glass containing only an espresso and I say 'I tried to make a cappuccino, but it doesn't contain a packet of milk' while I point to the fridge.

"Well, ma'am, you're too early," he speaks in an authoritarian tone. "You shouldn't be here until 9:00. If you're that early, we haven't finished the room yet. And certainly the milk hasn't been replenished." Pats. It feels like a slap in the face. Yeah, the session starts at 9:00. And, of course, we could have said I'd be there sooner. But this doesn't feel so welcome. He also feels it's not right, turns around and disappears from the room.

What the hell is that? That "you didn't do something right" and rub it in afterwards. I advocate flexibility and a smile. Breathe in and out three times when clients do something you don't expect and then just fix it. As it turns out: dealing with clients, it's a profession!

 

This blog was written for CustomerFirst and published on 9 January 2019

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The waiter in the restaurant puts down the sushi bowl and gives me his broad smile once again. "What is your favorite George Michael song?" I ask him. He does not have to think about that for long. And he answers that secretly, he is a bigger fan of Engelbert Humperdinck. But that George Michael is his mother’s favorite and therefore he heels he has to put this artist on his name tag.

In the All-Inclusive HardRock hotel in Mexico, where I stay for a nice speaking assignment, all staff wears a nameplate. Something I saw in Disney last year in the hotel, where colleagues mentioned their passion next to their name. What varied from Russian, to dogs to jazz music. In this hotel in Mexico, the name of the staff member is mentioned next to their favorite artist. This fits perfectly with the theme of the hotel and it opens the door for a chat very easily.

Orlyss, the name of the waiter, happily chats about Engelbert Humperdinck, his mother and the link to George Michael. If I am very honest, I do not know any music from his great hero Engelbert, and I truthfully admit that. He quickly switches to another topic, because you cannot embarrass the guest. So he asks for my favorite music. It's a good thing, I do not work in this hotel, because I'm not a fan of just one artist or band. I think again - and he reminds me with a wink that I look a little bit angry when I think - and bursts out laughing again. "Bruce Springsteen" I say quickly.

What a gift this waiter is. Of course, he has a happy mood. He knows exactly how to serve, and he knows the menu by heart. He is a Pro. But his employer made it easy for him to make the connection. By giving him this name tag with his favorite artist. It makes it so easy for me to chat, connect and even have a better stay. Now that I think about it a couple of months later, I do not know if I would have started a conversation without it. Just after my sushi, I would have said thank you and would have given him a small tip.

But not tonight. Orlyss gets a fat tip. The tip that I give you and all companies: make it easy for your staff with a nameplate and put the 'something' underneath their names. Favorite animal in the pet store, favorite beauty vlogger in the makeup department or your favorite car at the dealership. It is a real conversation opener. It works at Disney, HardRock and it will also work for you!

 

This blog was written for CustomerFirst and published on 28 November 2018

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With great pleasure I watched the program 'The Smartest Man' again this summer. There is something about this quiz format and that dry bastard Maarten van Rossum, which keeps me watching.

The day after the finals I had a question about insurance. The conversation went okay, only the employee on the phone wanted to show that he understood everything very well and I did not. "Of course, ma'am, that's the way it is with this car insurance. Did you know that the premium is also higher because you live in that-and-that zip code?" He went on like this. He knew it all better than I did. He's the Smartest, went through me.

Who are these personas in the contact center, the figures we all recognize? Of course, personas are often used to give customers a face, but what if you turn it around? Not the customer as persona, but the contact centre employee. You just met the first one: The Smartest.

In addition, you also have The Namesake. "Yes Mrs. Bloem, no Mrs. Bloem." With a little bad luck, he or she throws in your first name... I always feel a little uncomfortable. Of course it's cool if someone knows who I am, but too often my name crosses the line and you fall through the I'm-net-in-training basket.

Then the one I can't handle myself. The one I have a terrible tendency to bother with during the conversation: The Script follower. You see someone sitting at the computer, their eyes are already moving towards the next step. This persona is also always happy if he or she can point me to the Bel-me-Not Register. Yes, the call is finished, another script completed!

My hair goes up when I get The Shearrow on the line. That's the cop blaming somebody else in the organization. "Yeah, then Sell it better." Or even worse, that he blames the system for the problem. Often this conversation ends in a "We'll call you back." Sure, but could it be a little more specific when?

Let me finish with persona number five: The Merry One. Who just feels like it. The voice springs along, you feel through the horn (okay, through the ether, but that sounds a little less) that this person is made for this profession. This employee answers with a smile. I always think of a very nice working environment. With a nice manager who gives compliments.

So if this column was a quiz and I was the jury? Then I'd be mega-prejudiced and finish with: "The Smartest Man is The Merriest. Thanks for reading it and see you next time."

 

This blog was written for CustomerFirst and published on 7 November 2018

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It has been a while since I completed the HEAO (international marketing). I lost a lot of what I was taught there. But what still stands on my mind are Kotler's 4 P's: Price, Place, Product and Promotion. They have been rammed in and I know them as the marketing mix.

While browsing LinkedIn I was recently drawn to a message that started with the sentence: 'At the right price'! With two exclamation marks. This wasn't just a message, the writer wanted to reinforce it. The picture accompanying the message gave further colouring with the text: 'We are honest about the price'. This company gives the right price and they are honest about the price. Isn't that crazy?!

The Price. A P from the marketing mix. Most companies that distinguish themselves with this P go for a positioning as cheapest. I remember learning on the same HEAO how to calculate price elasticity. What price are consumers willing to pay and how do you optimize your turnover? What is the fair price? A good question. Is that the price you as a consumer are willing to pay? Or is that the price a product or service is worth? A very difficult discussion. When the new iPhone X came out, it had a - in my opinion - ridiculously high price. Until a connoisseur explained to me what this device can do. Surely it was worth it?

The relevant message on LinkedIn came from a kitchen farmer. I remember buying my kitchens well. The hassle with negotiating. That half the price went off in no time. "No, ma'am, we can't go any lower. That I'd run away and get another 30% off. I never got a good feeling about that. Beautiful kitchens, but always that doubt. Did I pay the right price?

What I find honest in the LinkedIn message is that everyone has to get used to 'Equally the right price'. The staff, who were used to giving a lot away, now have room for a real conversation. But also the customer, who actually walked into the kitchen shop 'with the knife between his teeth' to immediately negotiate that too high price, can now put his wishes on the table and start a conversation.

This specific kitchen company is taking a nice course. In my opinion it is distinctive in this industry, with the focus on the P of Price. Not as cheap, but as fair. Anyway, now that I'm looking for a new kitchen. I'm also curious what the fair price of such a kitchen is.

 

This blog was written for CustomerFirst and published on 26 September 2018

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That's not very lady like, is it? No, it's not. Sorry in advance. But sometimes it slips my mind. Does the steam come out of my ears, when I'm looking for the answer on a website. If I get lost in the Frequently Asked Questions again.

FAQ is a widely accepted English term in the world of customer experience. Now I understand that well, because F.A.Q. - as in Frequently Asked Questions - sounds a bit weird. In Dutch we call this V.G.V. ('Veel Gestelde Vragen') and this abbeviation looks too much like the TGV. Let's be honest, few customers experience their digital search on websites as that of a high-speed train. More of an old-fashioned little train between 'middle of nowhere' on the heath and 'nowhere land' by the sea.

So there I went. Finding my way through the FAQ. Getting a quick answer to a question I had: how to convert my subscription? I didn't understand the information I was getting. I also had the feeling that this answer wasn't about my question and problem. Of course I searched further, clicked and clicked without finding my anser. And after a few minutes - yes, I'm sometimes impatient and I'm not the only customer - I decided to call. Maybe this call was the shortcut I needed, because I couldn't figure it out on my own. It felt like I was stupid. Of course, I would have preferred to have found the answer myself. The company would also have preferred that I didn't call. Not only did they try to hide their phone number (but I'm a master-googler, HA!), but the employee also made this clear on the phone. In no time she found the answer and she didn't understand that I hadn't found the answer myself. I could have done this too in the 'My account' area, she told me.

If you lose me in your own FAQ, it's not my fault, is it? Too often I see that the flow is set up from an internal perspective. Or that it's written in words that I don't use as a client. Or that I want to do something that is not allowed online. Like cancelling a subscription. You can only do that by phone during office hours. That FAQ remains a mystery to me. If you look at it phonetically it looks suspiciously a lot like F#CK. Unfortunately, I can't make anything else out of it.

 

This blog was written for CustomerFirst and published on 30 May 2018

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“Good morning Miss! Are you looking forward to join us on our flight to the Netherlands?” A big smile on his face clearly gives away that he's enjoying his day. His female colleague, right behind him, looks sternly past me and ignores my cheerful “Good morning!” Whilst looking for my seat - 2F - I see a third flight assistant, who is very busy organizing all the luggage. Her expression oozes that we, the passengers, obviously have no clue how to do that.

Before take-off, we get our safety instructions. I see the happy camper, two rows in front of me, smiling away. He carries out his routine energetically whilst making eye contact with several passengers. From safety belt to life jacket, he keeps smiling and just won't be put off by anything today. Behind him, the purser on this flight proceeds with her usual drill. She just about manages to avoid a big sigh when she's finished, but this grumpy lady clearly doesn't seem to enjoy her day at all.

We're taking off and soon it's time for drinks and snacks. You need to pay for food and drinks with this airline and all of a sudden I realize that my wallet is in the overhead locker. Still, I have this craving for a noodle soup (guilty pleasure, I admit!). My happy camper takes my order, and shares with me that it is also one of his favorites. He then asks the grumpy colleague to prepare a “noodle soup for the lovely lady in seat 2F please”. Then I have to tell him that my wallet is in the overhead locker. “No problem at all, Miss”, he says enthusiastically, “that could happen to all of us.” Grumpy colleague utters an audible sigh and turns around to prepare my noodle soup. My backpack appears, and he adds that pink is also his favorite color, and a lot of people around me have joined in the laughter at this stage.

This guy is really enjoying his job, fantastic! I'm sure this must be the second flight of his work day and he may have been up well before the crack of dawn. Just like the grumpy one by the way, who is by now far from pleased. She has forgotten about the noodle soup and when I ask her about it she nearly snaps.

After two months and four flights with different airlines, I still remember that particular flight, with the grumpy purser and the contagious energy of the happy steward. That happy camper who managed to put a smile on everyone's face. Thank you! And I hope I can fly with you again some day soon!

 

This blog was written for CustomerFirst and published on 28 March 2018

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