Maya Angelou once said: People will forget what you said, people will forget what you did, but people will never forget how you made them feel. She knew a thing or two about the ultimate customer service didn’t she? Just like Ford customer service.
Her secret, of course, was focusing on making customers feel good about themselves. And, by transference, feel good about the business that was serving them.
Not a great secret?
Maybe not, but we are always amazed at how few businesses take advantage of the secret.
Why is this a powerful secret? Because doing nice things for people makes them feel great.
The most valuable way to execute your marketing, in our humble opinion.
Personally, I find that most brands miss the mark when it comes to customer service. That doesn’t mean they aren’t trying. Unfortunately, though they try to script it, meaning they create a set of standards that need to happen.
For instance, at my local pharmacy, you can tell the employees are told to greet every customer they pass. Initially, this was a good thing, and I was impressed.
Then I heard everyone greet every person they passed, and I realized they were told to do it, and it lost some of its magic. The biggest thing any business can do to address customer service is to empower employees to do what it takes to make customers happy.
How Ford customer service knocks it out of the park
So how do we build a customer service to increase the chances of ‘knocking out of the park?
Never Say No
If you need help, find a way to help even if it means referring you to someone else. It may take some time but commit to negotiating a solution to every problem presented.
Within reason, of course.
Ford customer service always keep promises
If Ford says they will do something, they do it. If life gets in the way, as it sometimes does, then communicate honestly about the situation so you can make arrangements as necessary. Customers must trust that you will do what you say.
Ford customer service goes the extra mile
Ford takes pride in their work. Make providing value to customers is your number one goal.
Try and over deliver when you can. That will mean customers will get their money’s worth – probably even more.
Ford customer service listens to customers
The fact is any brand should offer their customers a spot at the table to share their thoughts and a reward for participating and collaborating—even if it’s simply public recognition for their part in the process.
Ford listens to them carefully.
Ford customer service creates a centered customer process
Remember the suggestion box? In days gone by, that 12” x 12” box was the only “space” businesses made for employee and customer inputs.
People are dying to tell you what they think about your brand—good and bad. It is simple enough to give them a space to do it in.
Unfortunately, while tweets and posts are a great way to get quick feedback, they don’t offer the capability of having rich and deeply meaningful conversations with customers.
Here is an example:
About six years ago, Starbucks was facing a problem. Customers felt that the coffee retail giant wasn’t responding to their feedback.
Apparently, two things were happening: feedback wasn’t reaching decision makers, and there was no real way to show they were acting on the inputs.
So Starbucks created a space for deeper feedback and collaboration. Now in its sixth + year, MyStarbucksIdea.com is a place for customers to share and discuss ideas, vote for their favorites and interact with Starbucks employees.
Ford doesn’t fear to ask for help
The whole premise of Ford customer service is to help and share the experience with customers. That doesn’t mean you will know all the answers.
When you don’t, let customers know and then find the answers for them.
Ford customer service never ignores emails or comments
Don’t you hate asking a question via email and getting no response? I do. Promise that every email that comes your way will get answered.
It may not get answered within 5 minutes but answering questions are our number one priority, and it will be treated as such.
Ford customer service … never ends
The lesson here is that a listening strategy focused on customer sentiment should always be on, 24x7x365. It never ends. The important point is to make sure customers can get hold of you when they need to.
And that you can contact them when you need to. And you indeed need to when they are having a problem, venting frustration, or simply call out for help.
As an example, my wife and I recently visited a small restaurant where the owner’s picture was on the wall with a simple statement that if any customers had an issue to please call him directly on his cell (with the cell phone number listed). That is showing commitment.
At Ford, everyone is a participant
The paradox of customer service is that the lower you go down the business totem pole, the more impactful and critical customer service becomes.
In business, everyone represents the business for the customer. As far as the customer is concerned, these employees represent the only window into or out of the business.
Ford customer service … serving customers
Customer service should not necessarily be any different from ‘serving customers’. Solving problems is always important, but helping customers improve their experience or lives is just as compelling.
Being more proactive and productive with time spent with customers in the name of the game. Be more specific, suggesting ideas of value from which you and your customers will benefit.
Anticipatory
Ford knows to keep your thoughts from a customer’s perspective and always anticipate what could happen next.
Anticipating beats reacting every time, doesn’t it?
Ford customer service uses feedback loop utilization
Feedback loops need to be explicitly defined, active, direct, and effective at improving your service. When it is done well, it highlights a business that desires to be truly in touch with its customer base.
Real-time
Real-time? Maybe just near time. But response time is critical for today’s ever engaged employee. How are you measuring up? Hopefully, you are keeping track of results in this area.
Ford customer service employs top-notch memory
Service is not just a campaign; it is a major commitment. And of course, this commitment is growing in importance every day.
This commitment is the foundation for everything related to customers and customer trust. Without the trust we build, a business can’t hope to be successful.
We need to demonstrate customer commitments in practice and action visibly. Customers have long memories. We need to show them we do too.
Closed communication loop
Ford’s active and engaged closed communications loop are built on an active listening program. This listening is essential to identify service opportunities and spot problems before they are problems.
This creates the ability to surprise and delight consumers by making an unexpected response.
The bottom line
Empowering a customer service team can be key to the overall success of any company. While we could go on for days about the benefits that come from giving your call center employees autonomy, this is the top reason you should actively work to support your customer service employees.
So there you have it. Ford’s commitment to you, their community. They believe in honest and open communication and working with people instead of companies. Pretty simple concepts I know but they have worked for me so far.
