Customer Service Is Not Rocket Science, Part Two

Customer Service Is Not Rocket Science, Part Two

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I find it irritating, but not surprising, when I get absurdly bad customer service from a business whose business model is based on volume and high margins. But I find it quite surprising, and indeed, greatly amusing, to get absurdly bad customer service from a business whose business model is entirely based on quality of service.

This was so amusing to me that I thought I would share it with you all. A little fun for the first work day of the summer.

I have difficulty keeping up with my lawn and gardening. I decided to go to an internet based company which recommends and rates home service contractors. We'll call them "Referral Service". I used "Referral Service" to find a lawn guy in my area, who we will refer to as "Lawn Guy".

After arranging an appointment time and a reasonable price, I got a phone call from "Referral Service". The guy on the phone was polite, enthusiastic, and asked me all kinds of questions about what other projects I might have going on around my house that they could help me with. I told the guy that yes, I have lots of projects -- I have a fence that needs rebuilding, I have some rooms that need painting, I have an unfinished renovation project in my basement. I told the guy that I would likely use their web site in the fall to arrange contractors for these various other projects.

Fine. Seems like everyone is pretty competent so far. But as it happened, Lawn Guy didn't work out, for reasons which will rapidly become apparent.

A few days later I got an email -- clearly a form letter -- from Referral Service, asking me to fill out a form to say how well Lawn Guy did. I thought about it for a minute and realized that my concern was sufficiently outside of the normal experience that I was not comfortable just filling out a number on a Likert Scale. I wanted to clearly express to Referral Service exactly what my problem was so that they could deal with it appropriately. Here are the emails, slightly reformatted to make them easier to read in this medium, and with names changed to protect the guilty.

*****

Good afternoon [Referral Service]

[Lawn Guy] made rude and deprecating comments about Poles to my housemate on his first day on the job. That he did not know that she was of Polish descent is hardly an excuse. I've fired him.

Eric Lippert

*****

Dear Eric,

Thank you for your email. Ratings & Reviews are perhaps the most important service we offer to our members. This area of our web site includes valuable word-of-mouth feedback from [Referral Service] customers. For all requests you place with [Referral Service], you'll be asked to submit Ratings & Reviews for the service professionals you are presented. When you do, you not only help other people make their choice, but you contribute to the overall quality of service we offer.

To submit a Rating and Review please visit our site [there then follows a list of the nine different things that you have to click on to submit a review]

Please let us know if there is anything else we can do, and we hope you tell others about our service. We look forward to helping you with all of your future home improvement needs.
Best Regards,

Andrew Throatwobbler
[Referral Service]

*****

Mr. Throatwobbler,

You asked that I let you know if there is anything else we could do. What you could have done is respond to my concern with something other than a canned form letter -- a letter, which I note, asks me to do work for your benefit. My job is not to provide content for your website; I don't care a bit about your website. I care about my lawn. If you want my business you really ought to be concentrating on that.

You said that you hoped I would tell others about your service. No, no, you don't. You ought to hope very much that I do not tell others. Responding to a report of a gross, offensive, personal insult with a form letter is the very depth of poor service.

Eric

*****

Dear Eric,

Thank you for your email and reply; we appreciate your taking the time to provide your feedback. Please know that we take these matters seriously and this is not the level of professionalism we have come to expect of our professionals. By providing your rating it additionally notates their account and should we ever notice a negative trend we do reserve the right to remove them from the service.

Thank you for your time and for using [Referral Service].

Regards,
Nicole Otterbach

*****

Ms. Otterbach,

I care not a bit about your policies for deciding who gets to be part of your service or not. I already told you that I don't care about that, and yet you go on about it.

You seem to have completely forgotten that you are in the business of recommending someone to mow my lawn! A lawn which is now going unmowed because I had to fire the racist you sent me after he insulted my housemate to her face.

The smart thing to do would have been to concentrate on the fact that you have failed utterly in what ought to be your core competency -- supplying me with a competent lawn care person. Instead, you've concentrated on sending me emails about how my doing work for free on your rating system benefits your business.

Eric Lippert

*****

Eric,

Thank you for your response. Both Ms. Otterbach and myself have expressed to you the improtance [sic] of submitting a rating on this service provider. If you submit a negative review about this service provider, then it will be followed up by our Ratings department and the necessary steps will take place. At this time, I can not locate your account in our network and am unable to see if you have this submitted. If not, please do so. Thank you.

Andrew Throatwobbler

*****

Mr. Throatwobbler,

Yes, you certainly have expressed that this is important to you, just as I have expressed that it is not important to me. Yet you continue to concentrate on it! An important principle of customer service, or, for that matter, life in general, is "when you find yourself in a hole, stop digging", yet you continue to dig. I find this interesting from a psychological point of view. (However, though interesting, psychological musings are certainly not getting my lawn mowed.)

As for the "necessary steps" -- my filling out a form is not a precondition of the necessary steps; I think you and I have a different view on what is "necessary" in such a situation. When I was in the service industry I was taught that the necessary steps for dealing with an upset, angry or disappointed customer were these three:

1) First, and most important, express regret that the problem occured, particularly with regard to the actions you took that precipitated the situation. As yet, no one in your organization has said that you in any way regret referring a boorish racist who insulted my housemate, a racist whom I had the unpleasant and upsetting task of firing. I would have thought that you would sincerely regret that your recommendation caused several people pain and distress, but apparently not.

2) Second, take this as an opportunity put a good light on the organization by distancing yourself from the situation. Ms. Otterbach did that, by saying that this is not the level of professionalism you would expect.

3) Third, take steps to make the customer's problem better. You've certainly not done that. You've concentrated solely on your issues -- your web site content, your rating system, your policies, your strange inability to find a customer in your own system. I really don't care whether you continue to refer Lawn Guy to others; that is not my problem. That's your problem. I've told you repeatedly that I don't care about that; I care about getting my lawn mowed. And yet you keep on telling me about your rating system.

One out of three is not good, particularly since none of these steps are difficult.

Studies have shown that customers who have a negative experience that is dealt with rapidly and respectfully have a higher opinion of an organization than customers who have never had any problems! Customers who are angry, upset or disappointed are actually a gold mine for you, because when you go the extra mile to solve their problems, they turn around and advertise your business to others for free.

Of course, the opposite is also true. Customers who report a problem and get back form letters, no apology, and repeated requests to do work that is to your benefit, not theirs, also tell others.

However, one good thing that has come out of this is that I now have an article for my blog.

Cheers,
Eric Lippert

*****

I haven't heard back from Mr. Throatwobbler yet. I'm in so much suspense, as I am sure are you all! Will he and Ms. Otterbach continue to attempt to tag team a former customer into submitting to their bureaucratic policy machinery? If they ever get back to me I'll post an update.

  • That is wonderful; thanks for sharing. Having had a rather poor customer service experience myself just yesterday (which had me stranded in Chicago, getting wet in the rain for far longer than I wanted - and has me extremely tired at work today), I can sympathize entirely with your ordeal. The customer service in question for me was that of a bus service who repeatedly told their customers to call a different number, which either hung up or offered wildly different advice from "it's cancelled" to "15 minutes" to "we're experiencing delays"...really? Hadn't noticed.

    I hope your lawn gets mowed. :)

  • And of course actually it should be "YOU are experiencing delays".  The customer service guy is not experiencing any delay.

  • They're obviously trained in some form of customer service, otherwise the flowery language in their responses wouldn't have been quite as, um, flowery or polished. What makes this interesting/unique is that you're not complaining here on your blog about the specific incident, but about how flawed their system is.

    And when we start talking about systems, we're back in familiar territory :)

  • Good service to your readers would include naming names.  I doubt we'll all wind up with the same Lawn Guy, but it would be nice to know which Referral Service is a customer service nightmare waiting to happen.

  • A number of people have pointed that out.

    It is of course tempting to name names. And this is a major multinational referral service we're talking about here, so yes, it could be you next.

    I think what I'll do is allow Referral Service some time to respond to my concerns. I want to emphasize that I'm not particularly angry or upset by this whole ridiculous situation -- I am amused. I've obtained another gardener and apologized to my housemate and all is well. I just think it is funny how I can specifically say three times what it is they need to do to win their customer, and yet they obstinately refuse to do so.

    If I don't hear back from them in the next while, I'll forward this on to their CEO and see if senior management has anything to say.

  • Too funny!  Thanks for posting.

    Daniel

  • At risk of beating a dead horse... By telling us who the service is you would A) be doing everyone a service by holding them more accountable and B) taking a step in the direction of providing more fertile ground for a competitor to rise up and fill the demand for decent service in this area.

    We should know who this company is so we can vote with our dollars and go somewhere else. This is the beauty of a free market system, it punishes those who fail to provide what people want and rewards those that provide what people want.

    Go ahead and punish!! They obviously deserve it. Help us give our money to the better company.

    (I'm speaking in terms of principle. Your blog post probably won't have the affect I mention directly, but my point is that we should not be shy about delivering market punishment to those who provide bad service)

  • Interesting customer service story:

    http://www.reichcomm.typepad.com/

  • It's sad that the human beings in this tale can't reach out from their bureaucratic stranglehold and make a better result happen.

    Not to play devil's advocate, but I wonder if, policywise, Ms. Otterbach and Mr. Throatwobbler are in fact powerless to de-list Lawn Guy without an actual, documented customer dissatisfaction rating.  The flowery language and lack of obvious sympathy regarding the racist remarks may simply be the manifest result of a CYA policy set up by Referral Service's bigwigs.

  • Yes, I imagine that is the case.  

    But I DON"T CARE whether he is de-listed or not. I've said that a number of times now. I have no interest one way or the other in either the further adventures of Lawn Guy. I have an interest in my lawn being mowed, and I would think that a business whose purpose is to recommend solution providers would glom on to that tenaciously and make sure that they recommended someone who was really good.  But no matter how much I try, I can't seem to get these guys back on the topic of my lawn!

  • Sure, but as an engineer my inclination is to look for root cause and fix it there.  Not deal with the unmown lawn.

    That's for support to figure out.  :)  j/k!  

    In all seriousness though, it is a surprise they didn't at least try to comp you a lawn service, offer a discount, send you a fruit basket, or some such gesture.

  • There really is no excuse for poor customer service.  I just wrote about it at my 2 cents.

    http://reichcomm.typepad.com/my_weblog/2008/06/the-secret-to-successful-customer-service.html

  • I am going to enter on the dissenting side of this argument. For the patch of emails that you sent it appears you immediately went on the attack with this company, and, in my opinion, were a bit unfair about it. They run a website that enables users to share their experiences with contractors for the general good of the community that uses that web site. Asking you to submit your negative review is by no means a reflection on their customer service. It is the core of their business model to have users writes both positive and negative reviews.

    Should they have apologized for your bad experience up front? Probably, but they maintained a much higher level of professionalism in their responses to you than you gave to them.

    Sorry. I enjoy your blog, but I'm on the other side of this one.

  • As I've stated numerous times, I do not care about either this nebulous "good of the community" or their business model. Nor do I care about fairness. I care about getting my lawn mowed, and I am willing to pay too much money to have it done; a smart company would extract profit from my willingness to overpay.

  • And on the subject of professionalism, a few things come to mind.

    First, I'm not the professional here, I'm the customer. I'm not required to be professional.

    Second, these guys seem to think that we're all on a chummy first-name basis, which I find unprofessional. We are not on a first-name basis.

    Third, is it _really_ professional to avoid responsibility for a problem, to avoid extracting profit from the solution to that problem, and to repeatedly berate an irate customer for not putting the business's interests before their own? Do they work for me or do I work for them?

    Professionalism is not about adherance to the policies of a bureaucracy. Professionalism is about having the integrity, honesty, and sincere regard for the personhood of the customer, in the context of always doing what is best for the business. Those two things do not need to be in conflict.

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