What’s more toxic than incompetence? Deadlier than old technology? More surely fatal than being slow to market? It’s the remarkable indifference to customers that we all still see from some service providers, those who were nodding off during the part where the rest of us learned that that just won’t cut it anymore. Remember Eastern Airlines, anybody? In a few years, we’ll be asking the same question about K-Mart. And AOL.
For several years, our company relied on a spam filtering service now provided by Excel Micro. We didn’t choose them; we ended up there after they acquired the little startup provider we selected years before, a company that had a really effective anti-spam system, and responsive customer service. Everything was rocking along fine until earlier this week, while flying back to the US from Canada, I began getting notifications via my personal email that my regular (company) email was bouncing everything back. Because, with this system, all mail goes first through the anti-spam system, Excel Micro was my first suspect. When I tried to log in to the spam portal, I got kicked out – invalid password. No way.
The call to tech support went like this: 20 minutes on hold. Young guy who neither knew nor seemed to care why my email was broken. Finally determined that it was time to pay the annual subscription, but my credit card had a new expiration date, so it wouldn’t go through. Their solution? Suspend the account. They never got in touch with me, despite the fact that this is my email company, and they had my email address! Just cut off my email oxygen. That’s all. They figured I’d call them and fix things. I fixed things alright. The billing department apparently keeps bankers’ hours, so “there’s nothing we can do until morning.” Wrong again. There’s almost always something the customer can do. In this case, I went online, asked a few friends what they used for spam, found something I liked, and installed a 10-day free trial. It seems to be working beautifully.
This morning I called the billing department at Excel Micro to let them know they’d been fired as our service provider. Again, I was smacked to the ground with a wall of indifference, the likes of which we rarely see these days. After talking with several people, I couldn’t find even one who cared one hoot about either my email problem, or their customer retention problem. It was as though I had called to report a change of address.
I’ve never had any correspondence with Joseph Vaccone, Excel Micro’s CEO and Founder, so I don’t know how he feels about customers. But I do know that in most cases, indifference is modeled from the top.
The competitive landscape in your business, just like Joe’s, is probably too unforgiving to survive indifference to customers. There are just too many good service providers out there, hungry enough for a share of your business, that they’ll go to great lengths to astound their customers with great service.
When I can go online at Amazon.com, and click a button, and someone from Amazon calls me, in 2 seconds, then replaces my broken Kindle by next-day air; and when the Delta flight attendant takes the time to place a personalized, handwritten welcome note in my seat before I arrive, the response from the spam company (what’s their name, again?) stands out as particularly old school and unsustainable.
It’s not about your products, your services, your prices, or your catchy ad campaigns. It’s about people. The people who work for your customers. Are you, as a leader, at whatever level, setting an astounding standard to knock your customers’ socks off every day? Are you providing them with the means, the tools, the wherewithal, to do it? Do they know it’s important to you? Are you rewarding them when they succeed? And coaching them when they fail?
Or – are the people in your organization just going through the motions, like those I encountered at Excel Micro, with a remarkable indifference to the very people who enable the organization to exist?
Suggestion: find out. But not the way Eastern Airlines did.
Richard Hadden is a leadership speaker, author, and consultant who helps organizations improve their business results by virtue of a focused, engaged, capably led workforce. He and Bill Catlette are the authors of the popular “Contented Cows” leadership book series, and Rebooting Leadership. Their newest book, Contented Cows STILL Give Better Milk, published by John Wiley & Sons, is now available. Learn more about them and their work at ContentedCows.com.