Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
If you’re anything like me, the last thing you want to do is to spend 15 minutes or more on the phone or engaged in correspondence with a customer service representative via instant message or email. Let’s face it, by the time we’re reaching out to them for assistance—especially when we rely on their service for something critical (like access to streaming video so we can unwind after a stressful day), we’re already frustrated that we couldn’t easily resolve the issue ourselves and need immediate satisfaction.
This is often when the tedious questions begin. You know the ones I’m talking about: when some unsuspecting customer service representative robotically asks exactly the same questions that you already answered via the automated system that directed your service call to the representative in the first place. It’s times like these that I often practice my deep breathing skills and try to harness a Zen-like state, so that I won’t accidentally say something (or many things) unkind that might ruin that person’s day. It’s not really their fault, right? They’re just the unfortunate soul who stands between me and the final episode of “The Walking Dead” season three, and they don’t understand that if I don’t watch it now, I won’t be ready to watch the first episode of season four with my friends this weekend! OK, just breathe deep for 10 seconds….
This week I was thrilled to read about a customer service representative who just may have gone where no man has gone before—and to his company’s benefit. It started very innocently, when Netflix customer “Norm” requested assistance via instant chat for an issue he was having when streaming an episode of “Parks and Recreation.” Rather than receiving a generic “How can I help you?” response, Norm received the following: “This is Capt. Mike of the good ship Netflix. Which member of the crew am I speaking with today?”
What? Did that customer service representative just respond as a character that was possibly inspired by “Star Trek?” He did indeed, and immediately, Norm was on board the good ship and happily participating in a 16-minute exchange as Lt. Norm, who has an engineering problem to report. By the end of the interaction, Lt. Norm was not only satisfied, but entertained, and so happy with the interchange that he told Capt. Mike that the chat “happens to be the best customer service experience I think I ever had.”
The good news for the good ship Netflix didn’t end there, however, as the entire conversation was featured in a Reddit post titled, “Best. Customer. Service. Exchange. Ever.” After that, the conversation went viral, it has been picked up by numerous media outlets and, according to Reddit comments, someone claiming to be a Netflix CSR stated that customers are now starting chats looking for help from Capt. Mike.
Other Reddit reader comments expressed the unfortunate truth that in today’s era of highly controlled and scripted customer service programs, many companies would fire or at least reprimand a CSR for bringing such levity to the situation. In this case, we are all fortunate that Netflix is not one of those companies and that they trust their CSRs to use their people skills to create a positive experience, rather than relying on a stale script.
Ensuring that excellent service is provided to customers is critical to a company’s customer retention and brand reputation. It’s rare that any of us take time to compliment a company for a job well done, but if we’re unhappy with a service we receive, you better believe we want to talk about it. According to Sprout Social, 74 percent of consumers rely on social networks to guide their purchases. So, in today’s socially-networked world, bad word-of-mouth can cripple a company’s reputation.
The good news is, a bad experience or customer complaint can be turned into a positive customer experience and, in some cases, can turn a formerly unhappy customer into an advocate for your brand. According to Social Media Today, 95 percent of unhappy customers will return to your business if an issue is resolved quickly and efficiently. Or, in Lt. Norm’s case, when the issue is resolved with humor.
Even if you don’t have a Capt. Mike in your customer service department, providing excellent customer service can be achieved in simple ways. Here are a few best practices to consider:
1. Acknowledge the problem promptly and whenever possible, in real-time. Today’s consumers are more connected than ever and expect swift responses. According to social media expert Jay Baer, 42 percent of consumers who complain about a company through social media channels expect a response within 60 minutes.
2. Demonstrate that you care about the consumer’s complaint—and mean it. Start by actually listening to customers and letting them know you are concerned about their issue. By doing so, you demonstrate interest in what they’re saying and if they feel you care about them, they’re more likely to care about you.
3. Do your best to resolve the issue and make it better, even if it’s not your fault. Maybe the customer is actually wrong. The product works, but they aren’t using it correctly. That’s not the point. Going above and beyond for a customer is an investment opportunity with potential to reach far more customers and improve your brand’s perception.
4. Follow up. It’s often the smallest gestures that have the biggest impact. Following up after a problem has been resolved is a great way to ensure the customer is satisfied and it gives you an opportunity to let them know that you hope to keep their business in the future.
For further customer service inspiration, and a reason to smile, I recommend reading the entire exchange between Capt. Mike and Lt. Norm, which can be found here.
Over the summer, while I worked at Communiqué full time, I would receive upwards of 40 emails a day, and I’m just an intern. Emails are one of the most commonly used forms of communication because we now live in a world where large amounts of information need to be shared in very little time. Everything from scheduling to pitching to advertising can be done through email. With a strong emphasis on technology and efficiency in today’s world, emails appear to be everyone’s favorite mode of communication. What does this mean for old-fashioned mediums of communication such as the telephone? Is it a device of the past that will soon be forgotten?
The Wall Street Journal recently published an article discussing phone use in the world of business. Millennials, typically defined as people born between 1981 and the early 2000s, are constantly texting, messaging or emailing. Offices seem to be quieter with the constant ring of the telephone replaced by the gentle tapping of a keyboard. Some would argue that speaking on the phone is disruptive and email is not only the preferred way to communicate but also the only way they choose to converse. Kevin Castle, a 32-year-old chief technology officer at Technossus, finds his phone so bothersome that he unplugs it and places it in the closet. Is the phone that inferior to email?
Personally, I do not share the same hatred for the phone that Kevin does. Though I regularly use email and find that it is beneficial in its own way, I do think the phone offers things that emails fail to. I have always enjoyed speaking to people on the phone because it is more personal, easier to convey your message, and is more efficient when you are on a deadline.
This summer I did my first set of call downs. We had pitched a story to a large number of journalists and I was asked to follow up with them a few days later. Though I was intimidated before I began, I found that most people were direct and honest about their interest or lack thereof in the pitch, allowing me to quickly decipher what the next step would be. During this process, I reached one journalist who expressed interest, but had never received the initial email. It turns out his email address had not been updated on the website. Had I not called, we would have missed an excellent opportunity for our client.
After this experience, I realized the importance of the phone. It is easy to get wrapped up in technology and forget that the phone, a dated mode of communication, is still an effective one. After staring at a computer screen for the majority of their day, most people appreciate the personal interaction that the phone provides. It allows you to build relationships and catch errors that technology will not. Obviously, there are situations in which email is the appropriate method to use, however, phone skills should continue to be developed and practiced because the phone is a valuable tool that should be relied on and not forgotten.
A little over a week ago, I wrote a blog post about the Boulder flash floods and the confusing nature of deciphering what is true and false on social media during this time of crisis. Gathering correct information was just one of the many issues citizens were faced with though. As the storm has subsided, residents are working to rebuild what the floods damaged and destroyed. Businesses around the area have now been presented with an interesting PR opportunity to lend a helping hand as the city works to rehabilitate itself.
During this hard time, companies are showing their empathy and dedication to their customers. According to The Denver Post, the American Red Cross and Save the Children are working together to assist the children who have been affected by the floods. The two have paired up to create child-friendly areas in the evacuation shelters. Ocean Prime, a local restaurant, is adding an appetizer to their menu that will donate sales to flood relief. Office Evolution, which provides virtual-office and executive suites, is helping with post-flood efforts by opening its business to entrepreneurs who are in a bind due to the flooding of highways and work buildings.
The list goes on. U.S. Bank will donate $50,000 to the American Red Cross and is also presenting customers using local ATMs the opportunity to donate to these efforts. Bellco Credit Union is even going so far as to help with loans or credit-card payments that are unable to be paid in full due to the recent events. Another impressive act of good faith is the generosity Gold’s Gym in Loveland is offering. They are allowing residents whose homes were damaged to use their showers, towels, toiletries and locker room facilities. Gold’s Gym is also helping to collect clothes to be donated to the Red Cross. If the list from The Denver Post isn’t convincing enough, the Boulder County Business Report details still more companies acting in good faith during this time. The affected citizens will remember these philanthropic acts, and even those not affected by the storm will remember the companies who came to the aid.
As seen with the varying examples, anything helps. Donating money may be the simplest path to choose, however, what I found most impressive during this time were those companies willing to offer a service. Among the many selfless efforts taking place, the ones I found to be the most touching include Gold’s Gym offering up their amenities and American Red Cross and Save the Children working to create child-friendly areas in evacuation shelters. While efforts to assist citizens during the floods were extremely important, companies’ efforts post-flood are just as crucial as the citizens’ work to rebuild their lives. I am interested to see how these socially responsible actions will pan out for these companies. I believe great PR will be a pleasant result and hope that these companies who came to the aid will get great coverage for their efforts.
Interested in aiding those who have been affected by the floods? Click here to see how you can help.
For another read on socially responsible companies see this Communique PR Blog post:
The rapid innovation of mobile and cloud technologies has forever changed the way PR pros work. With all of the productivity apps and capabilities available on my smartphone, sometimes I feel like my iPhone is permanently glued to my hand.
I’ve been contemplating upgrading to the new iPhone 5s, which started me thinking about some of the technologies I used to rely on to get my job done that have been displaced by newer, more powerful tools. Here are three that immediately came to mind:
Then: USB drive. Now: Dropbox.
I know people still use USB drives, but I can’t recall the last time I used one to save or transfer files from one device to another, or to share files with a client or colleague. Back in the day, I would never leave for a business trip without one or two USB drives in my laptop bag. The problem: document version control, maxed out capacity or worse yet, a lost or damaged drive. Now, I rely on Dropbox to store and access files when I’m on the road, or to share files (especially large graphics files) with a vendor or a client.
Then: Computer. Now: Smartphone or tablet.
OK, a smartphone or tablet may not dethrone a computer as my primary computing device anytime soon, but eMarketer estimates that in 2013 time spent on non-voice mobile activities will surpass time spent online on desktop and laptop computers. I know more and more people, especially those who travel a lot, who are abandoning their laptops for a Microsoft Surface Pro or an iPad with an external keyboard. Personally, when I’m away from the office, nine times out of 10, I find myself turning to my iPhone or iPad to check email, surf the Web, or access files rather than firing up my laptop.
Then: Spreadsheets. Now: Smartsheet.
When you need to corral and organize lots of data, such as a press list, most PR pros turn to the familiar interface of a spreadsheet. Since joining Communiqué PR, I’ve discovered Smartsheet, which is essentially a spreadsheet on steroids. Almost everything I used to do in Excel, I now do in Smartsheet. But, where Smartsheet leaves traditional spreadsheets behind are its collaboration features. Smartsheet makes it easy for me to share launch timelines with clients, track the progress of my team’s projects, and email specific line items to colleagues for further follow up. I can even attach files relevant to a project (documents, .JPGs, audio files, etc.) from my computer or from Dropbox. Plus, since Smartsheet is cloud-based, I can access my sheets from any device with an Internet connection. (Full disclosure: our firm represents Smartsheet, but prior to them coming on board as a client, we had long been a Smartsheet customer.)
Another technology that has the potential to shake up a PR pro’s usual routine is Quip, a word processing app built primarily for the mobile platform, but accessible from any device. Unlike a traditional word processing program, Quip allows you to collaborate on documents in real-time with others – no more emailing back and forth or issues with version control. I haven’t used Quip for work yet, but I can see how it has the potential to change the way PR pros create press releases, blog posts and other written documents, and collaborate with stakeholders. Imagine how much more streamlined the review and approval process on your next press release could be.
What are some of the tools and technologies that have gone by the wayside for you?
When training for a race, whether a 5K, half marathon or full marathon, you know how long the race is before you sign up and typically set a goal about finishing that will make you feel successful at the end. In the running world, we call it a “PR,” or personal record. As a runner, you set a training program to meet your desired goal and prepare for the race. You don’t just wake up one morning and decide to run a full marathon. This action of training and setting an expectation to ensure success is the same in public relations, the other “PR.”
During the beginning of a campaign, PR engagement or product launch, it is important to ensure that all parties are on the same page. To help guide you, consider the following tips:
- Build Consensus. Building consensus and shared expectations is key to a successful PR campaign. Success can mean different things to different people, so you want to make sure that everyone has the same vision. Additionally, setting expectations around roles, responsibilities and action items is crucial. This makes it clear who will own what.
- Consider Timing. As a best practice, set expectations around results and what success looks like in the planning phase. This will ensure that there are no surprises. As in running, you don’t want to prepare for a 5K, yet end up running a full marathon.
- Capture Expectations in Writing. Your specific communication method may vary based on the situation. But if you have a conversation on the phone, for example, it makes sense to send a recap of the conversation in email to have the expectations in writing if you need to refer back. In a fast-paced world, we are all juggling a lot of information, so it is helpful to have a record of commitments and deliverables.
As PR professionals, we all want to achieve success. But what we see as success may not be the same for our clients, so it is important to have the conversation early on to make sure everyone is working toward the same goal. Crossing the finish line is not enough.
Any tips you have for setting shared expectations?
I have a friend who, in college, used to play a game that involved the following: While driving, approach a red light at speed while bluffing to his passengers, “I’m not going to stop! I’m not going to stop!” In the nick of time we always stopped, of course, but each time it felt like we were just a bit closer to not stopping at all.
His game makes for a good metaphor about the political gamesmanship in Washington, D.C. this week—but rather than braking at the last second, our Congress blew through the red light and into a shutdown of the federal government.
“What we’ve got here,” I couldn’t help but think, “is a failure to communicate.” I’ve long believed that failures are really just learning opportunities—so, what can communications professionals learn?
Here are a few thoughts.
In politics, usually the loudest megaphone wins. That’s not always true outside of the Beltway. When it became clear that the federal government was headed for a shutdown, press releases from Capitol Hill began to fly, directing blame for the shutdown toward their colleagues, most trying to make their boss the loudest voice on the issue. This tactic may work in politics, but businesses with stakes far outside the D.C. echo chamber have different priorities. It can be challenging to get your message out in a crowded media environment, which makes it all the more critical to tailor your message to specific audiences and target the markets that have the greatest potential to help reach your business goals. A good public relations plan for your business should focus on reaching these key audiences and markets—not simply on being the “loudest” voice in the room.
In a crisis, look for ways to make advocates out of your customers. When I began my career as an intern in Washington, I was always on the lookout for a free lunch. During the shutdown, some D.C. businesses are providing just that. A popular hamburger joint on my old block is offering free burgers to furloughed government workers. A favorite D.C. haunt of mine, Kramerbooks Café, is offering happy hour prices all day (but notes that members of Congress pay double). A cold drink or a complimentary lunch might be just what furloughed workers need. These types of promotions give businesses a chance to show their human side and an opportunity to introduce themselves to new customers and fans. In situations like this one, find ways for your organization to connect with existing and new customers or clients. Even something as simple as messages posted on social media channels or a small promotion can turn customers into advocates for your business.
Never lose sight of what really matters in communications: people. There is a sense that folks in Washington, D.C. don’t spend a lot of time thinking about the impact of their actions on real people. In June, the polling organization Gallup asked Americans how much confidence they have in American institutions: 65 percent of respondents said they have “quite a lot” or a “great deal” of confidence in small businesses. On the other end of the spectrum, just 10 percent said the same about Congress. Do you think there’s a connection? Small businesses live and die by the satisfaction of their customers or clients. Beyond that, it’s crucial to maintain happy investors, partners and employees. When you’re brainstorming your next communications strategy, don’t forget that the audiences you are trying to reach are all made up of real people. Customers may not be driven by “moving the needle” for your business—but they will reward you if you put their wants and needs first. Employees, though, may be driven by the important role they play in helping your business succeed. Find what motivates your audiences and craft a communications plan that will connect with them.
Back up your message with action. Many people are, unsurprisingly, perturbed that members of Congress continue to take home salaries while so many federal workers are at home, furloughed. Some of the country’s biggest banks experienced a similar PR issue when the enormous salaries of executives were revealed in the midst of an economic crisis. The lesson? If your actions don’t match your words, your stakeholders are going to notice. It’s easy for a guy behind a desk in Seattle to criticize members of Congress for taking a salary—but a minor gesture can sometimes go a long way to repairing a damaged reputation.
Something tells me that Washington, D.C. will provide many more “learning opportunities” in the coming months and years. As communicators, we will no doubt stay tuned. For those of you in the Capitol, we hope you have a chance to take advantage of shutdown specials at some of D.C.’s local small businesses.