I’d like to introduce you to Kyle. Kyle is an example of the things that are right at Best Buy’s customer service. It’s not that Kyle is the only example of great customer service at Best Buy, but I was so delighted with my new Samsung Galaxy S5 that I didn’t get a picture of Jeff, who signed me up. Suffice it to say he looked like he just started to shave. But he was the perfect customer-focused sales agent who knew all the Best Buy lessons in customer service.
He was very aware of how much feelings impact the ways customers are influenced.
Here is how the story goes:
A customer walks into a store
A couple of weeks ago, I walked into my local Best Buy store to shop for a smartphone. What I wanted was to buy an Android phone that was not going to lock me into a particular service plan for two years and a plan that would give me unlimited phone minutes, data, and text for a price that I was happy with.
I certainly got that, but I also came out with an extraordinary impression of Best Buy. I’d been thinking a lot about customer service myself as my agency works with its clients on this subject. Over the first two weeks or so I owned my new phone, Best Buy’s customer service did nothing but reinforce my initial impression.
This may surprise you, but receiving actual extraordinary customer service is rare enough in my life that I find it difficult to find examples to learn from. So I thought I’d deconstruct Kyle’s and Best Buy’s customer service for what I could learn.
Lessons I’ve Learned
Be patient
I gave every Android phone there a thorough working over, asked lots of questions, and Kyle never once treated me as if he was in a hurry to move to a new customer. Instead, he showed patience and understanding that this was a significant purchase that I’d be affected by for months, if not years, to come.
My clients are spending a heck of a lot more money with me than I ever will with Best Buy, for the design that is far more business-critical than my cell phone is to me.
No matter what other projects I have going, I need to constantly remind myself to take whatever time I need to take to ensure the clients’ designs are the correct ones for them.
Be classy
When someone is switching to your services from working with another company, often they’ll explain to you what their reasons are for switching. I was pretty clear about what my reasons for switching were when I was buying my phone from Kyle. While he was always helpful, he never once took my whining as an excuse to pile on the competitor.
I’m not sure if this is something trained to Best Buy’s employees or if it is just how Kyle is, but I was impressed with the class he used in handling the situation.
Pay attention and be friendly
Kyle took a few moments out whenever a new customer came into the department to greet him or her. And it was a genuine, friendly greeting. I had the feeling that Kyle knew exactly how each person’s kids were doing in little league. I really appreciated knowing that existing customers were treated so well.
And, of course, the implication was not lost on me that if I became a Best Buy customer, that this is how I’d be treated.
Avoid paranoia
One of the things that Kyle said to me as he closed the sale was, “We want you to be with Best Buy because you want to be with Best Buy.” This was in stark contrast to my previous experience. Even though I’d been with them for eight years, they refused to sell me a phone I’d be happy with at a reasonable price without locking me into a 2-year contract.
Try and avoid paranoia.
That particular company exacerbated the problem by associating themselves closely with the manufacturer of their most over-hyped phone, one that claims to deliver wonderful experiences by forcing you to have exactly the experience they want.
Shortly after I went into business, I had several clients not pay me, to the tune of enough money that it pretty well fouled up my credit. So for a while, I was all about ensuring that my clients were locked down about as tight as I could get them.
But you know what? If you do that for long enough and don’t ever extend any trust to your clients, sooner or later they’ll start not trusting you. And start counting the days until they are allowed to leave.
I don’t want my clients thinking about me like that.
Don’t make clients feel bad
As I mentioned before, between having a couple of clients not pay early on and having my property hit by a major hurricane, my credit is not perfect. When Kyle ran my credit, Best Buy already had a plan in place that was perfect for where I am in the credit repair process. Everything went smoothly, and I didn’t have to stammer out any explanations about hurricanes and bad clients.
Once I had my phone, I had an issue where the flash would go on and off while I was trying to use the camera for QR code scanning. I called up the store with a little bit of a chip on my shoulder. I was afraid I’d allowed myself to get stuck with a bum device, despite the fact that they’d explained I could return the phone within 14 days for a full refund.
“If I can’t get this resolved, I’m going to have to return it,” I proclaimed.
“OK,” said the voice on the other end of the phone.
Completely took the wind out of my sails. And when I took the phone into the shop, Kyle competently verified the problem, not remotely implying that I was stupid or insane to even have a problem. Amazingly, she even knew what to do to fix it, though we were both surprised that it worked.
How many times do we as designers feel the need to “prove” that a problem that the customer is having is because they’re doing something wrong? Even if they are, a better way to handle all around is just to tell them what the right procedure is, going to screen sharing if necessary.
If it really is your problem, you haven’t said something nasty to someone you then need to apologize for.
When I left with my new Behold II, I had something else as well–a business card from Best Buy with Kyle’s personal phone number on it, in case I had questions. I strongly doubt that Best Buy insists its employees do this, but it’s hard to beat having motivated employees who will take it upon themselves to extend this kind of personal touch.
What Have You Learned?
How about you? Do you have stories of people or companies that have completely “wowed” you with their customer service? Please share.
Do you have a lesson about making your customer service better you can share with this community? Have any questions or comments to add in the section below?
So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you.
It’s up to you to keep improving your customer attention and focus. Lessons are all around you. In many situations, your competitor may be providing the ideas and or inspiration. But the key is in knowing that it is within you already.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to improving your continuous learning for yourself and your team?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way.
More reading on customer experience from Digital Spark Marketing’s Library:
Is Walmart Customer Experience Failing Improvement Efforts?
Credit Union Lowered the Bar on Bad Customer Experience
Do Patients Expect Great Customer Experience from Doctors?
