I can be an impatient customer. But I’m not alone. Research by The Social Habit shows that among customers
who contact a brand, product, or company through social media for support, 32%
expect a response within 30 minutes and 42% expect a response within 60 minutes!
of respondents to another study expected their complaints to be addressed
within 24 hours, irrespective of how they contacted the company.
intrigued when I read a recent blog post by David Vap, Group Vice President of
Product Development for Oracle Service Cloud. It’s about “Three Secrets to
Innovation” in customer service. In
1) Focus on making what’s hard simple
2) Solve real problems for real people
3) Don’t just spin a good vision. Do
something about it
midsize companies have a leg up in delivering on these three points, mainly
because they have no other choice. How can you grow a business without
listening to your customers and providing flawless service? Big companies are often
weighed down by customer service practices that have been churning in bureaucracy
for years or even decades.
When the all-in-one
printer/fax/scanner I bought my wife for Christmas (call me a romantic) failed
after sixty days, I wasted hours of my time navigating the big brand manufacturer’s
complex support and contact policies only to be offered a refurbished replacement
after I shipped mine back to them. There was not a happy ending. Let's just say my wife still doesn't have a printer.
companies need to innovate to grow. Established midsize company brands need to
innovate to survive and reach the next level.
Globe, established in 1872 and the winner of 22 Pulitzer
Prizes, is fighting the prevailing decline in the newspaper industry. Businessman
Henry invested in the Globe in 2013 because he, “…believes
deeply in the future of this great community, and the Globe should play a vital
role in determining that future”. How well the paper executes on its bold new
is truly mission critical—a matter of life or death for an industry icon.
case study tells how Oracle’s Service Cloud is helping The Boston Globe “do
something about” and not just “spin” it’s strategy and vision via improved
customer service. For example, Oracle
RightNow Chat Cloud Service is now the preferred support channel for its
online environments. The average e-mail or phone call can take three to four
minutes to complete while the average chat is only 30 to 40 seconds.
It’s a great
example of one company leveraging technology to make things simpler to solve
real problems for real people.