Set Up A Customer Hot Line
Anonymity is important to some customers. They’d like to give you feedback, but they really don’t want to give it to you directly. Thankfully, technology affords easy anonymity.
Set up a customer hot line.
Give the number only to customers. Staff the hot line. Have specific people who are fully trained to answer that line when the calls arrive. These people must be skilled at listening and problem solving. If you don’t have the time to train, then do not take live calls. Use voice recording technology so customers can leave voice comments. Promise to get in touch with them if they’ll leave their name and phone number.
You’ll get some strange calls. So what? Sort through those and you’ll likely find some real, genuine calls from customers who need and want your help.
Here are a few guidelines to help you set up a customer hot line that is automated, not a system manned by a live human.
1. Make sure it’s a hot line. Don’t direct people to contact you during store hours. Don’t let the mail box be so full that you’re unable to accept incoming messages. Tell people how long it’ll be before they’ll be contacted. You’ll do more harm than good if don’t make your hot line really hot.
2. Don’t limit yourself to the telephone. Set up a rapid response email address. Set up the address to be cc’d to more than one person in your company. Instruct these people to be fast to respond, and set up how they’re to coordinate with each other and with the customer. Set up an auto responder so every message received generates an automatic “thank you” message. That message should tell the person exactly what’s happening now. Let them know what to expect now that they’ve reached out to you.
3. Don’t sell or make an offer. Your hot line isn’t a marketing ploy. It’s a tool designed to help solve problems. Use it exclusively for that and customers will appreciate you more. Your hot line can’t be a gimmick with an ulterior motive. It must a genuinely fast way for you to dazzle to your customers.
4. Follow up. Make sure those people assigned to help these customers are doing a great job. Review all the incoming problems and find out what actions have been taken. Jump on any situations that have yet to be resolved. Get personally involved if you must. Nothing should hit the ground. Do this every single day!
And follow up with the customer after the resolution. Set up a system to contact the customer after their problem is solved. If they’re not happy, have a plan of action prepared. If they are happy, have a different plan of action prepared.
It’s time to ratchet up tethering this customer more closely to your company. Don’t drop the ball. Set up a customer hot line and email address. Do it today.
About the Author
Randy Cantrell is the President of Bula Network, LLC, a business acceleration company. Read his blog at http://bulanetwork.com
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