Archives for posts with tag: Customer service

CRM = Crappy Relationship Management, Part 3

June 15, 2012 //
0

[Really, I’d prefer sticking to writing about good branding and marketing strategies, but Salesforce.com makes it too easy to keep this thread going.]

The saga continues. First, Salesforce.com cannot figure out what my needs and expectations are, even though I’ve expressed them many times before (previous post). Then they cannot follow up properly on their own promises (other previous post; FYI, once I finally chatted with the Radian6 rep I had a phenomenal experience, and I made sure her boss knew).

As you recall, I renewed our Jigsaw (Data.com) subscription. However, you don’t know that once the renewal had kicked in our points were set to zero, meaning we could not access and download data anymore. NOT what should be happening after renewal.

My first step was to reach out to customer service. I filled out the service request form at Jigsaw’s website, and immediately received an auto-response email with my ticket number.

A day passed. Nothing happened.

I responded to the email, copying my account rep and my renewal manager.

A day passed. Nothing happened.

I forwarded the service request auto-response email to customer service at Data.com.

A day passed. Nothing happened.

I called and learned that (a) they are really backed up, and (b) my ticket is not in the system—so it doesn’t really matter how backed up they are because they’ll never get to my issue (?).

I also finally learned through osmosis that the corporate-, training-, and customer service cultures at Salesforce.com are to not give a crap. The person I spoke with did eventually get my issue resolved, but that is beside the point (taking responsibility the first time around is the point).

The lesson for marketers? Customer life-cycle experience is your brand. Else, your best hope for survival is to have a permanent monopoly, this way you have license to deliver crappy customer service round-the-clock.

Tags , ,
Categories Marketing

CRM = Crappy Relationship Management, Part 2

June 1, 2012 //
1

This blog is not about customer service, it is about marketing and branding. Marketing and innovation are the only two functions of a company (thank you, Peter Drucker, written in 1954!). Successful execution of both creates a brand.

Marketing is the process of getting your product into the market: that includes sales, promotions, advertising, distribution, etc. But it doesn’t stop there, because you have to close the loop—you need to nurture your customers and provide a continuously satisfying relationship, in both B2B and B2C. You need great customer service because the customer owns your brand!

Back to Salesforce (see previous post).

It was time to renew our Jigsaw subscription (Data.com, owned by Salesforce.com), so I sat through a demo of new features (there weren’t any as yet). The first strange thing—but not the point of this post—was my Jigsaw account manager was giving the demo, but a renewal manager was handling the renewal. Why do I need a Salesforce.com account rep, a Jigsaw rep, a renewal rep, and soon a Radian6 rep (more on that below), when they’re all working for the same company? It makes for a crappy customer experience, and Salesforce.com clearly doesn’t grasp the “Merger” part of M&A.

At the end of the demo I was asked if there’s anything else I would like to know or would like help with. As a matter of fact there was. I would very much like to see how Radian6 integrates into Salesforce; I would like to see a demo.

The renewal manager assigned herself the “action item” to alert the right person and get that set up for me. The next day I received the following email (the Radian6 rep was cc’ed):

Hi Marc,

I wanted to follow up form our call yesterday and put you in touch with your Radian6 Account Executive, [Name].
She will be able to answer any questions and basically take it from here.

Thanks,
[Name]

Customer satisfaction opportunity missed!

The renewal rep made follow up my responsibility—something I could have initiated on my own with better results. What really happened was that expectations were set by Salesforce staff, then not acted upon.

I was told to satisfy myself.

What should have happened was the renewal rep call the Radian6 rep and hand me off as an opportunity (as an existing customer). Then the Radian6 rep should have called or emailed me with relevant information and set up a demo. Result: happy customer.

I took the bait and responded to the Radian6 rep, not bothering to wait for her to make the first move. Worse still, now 24h later, she still hasn’t responded.

Salesforce.com is well on its way to becoming a mainstay on this blog for how to fail in marketing and brand protection.

Tags , , ,
Categories Marketing

Violator

May 22, 2012 //
3

One way I generate interest in our product, and start conversations with business decision-makers, is to sponsor and exhibit at high-level but intimate industry events. There I hold a contest to generate awareness of our company and move conversations along.

It’s a true contest—not a drawing—and the top two best participants each wins a prize (it pays to come in second!). We often receive praise for how realistically the contest mimics a high-risk issue the industry is currently experiencing, and how much fun it is to participate. People like the prize, too.

The prize is, and has been for a long time, the current version of an Apple iPad. I’ve been doing this since the iPad first came out (even awarding one a few weeks before it became available commercially). People love them…and I love people.

In the past twelve months alone I’ve placed orders for 24 iPads—24 winners!

After the event, once back home, I place separate orders via Apple’s online store, and have the iPads shipped directly to the winners. Everyone’s happy: the winners get their prizes, we generate goodwill and possibly enter into sales cycles, and even Apple makes money off our success. What could possibly go wrong?

Today’s order got canceled by Apple. This one really hurts, as an existing customer won the iPad. You see, after you’ve become a customer of ours, we still like you.

The automated cancellation email stated the following:

Apple is unable to fulfill orders that exceed the quantity limit per customer, or that ship to an international, freight forwarder, or an APO/AFO address.

Since my recipient is located in Texas, and I was shipping to the street address of the business, I was rather curious to find out what the violation was. After calling Apple, I’ve learned that I am a channel violator. I’ve placed too many orders (at full price, mind you), and the current order will not be un-canceled and shipped.

I am too good a customer.

Dave Stuart, Apple Business Representative, tells me that Apple will not sell me iPads if I wish to give them away as prizes, but they will sell me gift cards at the same value (and would I like to purchase one?).

I’ve been cut off.

Just you wait until they find out that I’ve gamed the system (unknowingly). Last October I placed an order for an iPad as a gift for my wife. I used my personal credit card, which has a different billing address than the corporate credit card. But I’m still the same violator. I just told my wife I probably wasn’t permitted to give her that gift, and she’s none too pleased…

Just like US Airways (see post), Apple punishes its good customers.

Marketers listen up: There has got to be a better way!

Tags , , ,
Categories Marketing

CRM = Crappy Relationship Management

May 7, 2012 //
2

I received the following email this afternoon:

Hi,

I wanted to take a moment to introduce myself as your Salesforce Account Executive. I’d like to spend some time reviewing your account to make sure you’re getting the best value out of Salesforce.

Does it make sense to schedule a quick 10 minute call to make sure Salesforce is aligned with your current goals & projects?

I look forward to working with you and your team.

Best,

[Name]
Account Executive
Phone: (415) 882-2886
[name]@salesforce.com

Really?

Your company popularized customer relationship management and your own system cannot tell you what I’ve told every single one of your predecessors?

I have to say both Jigsaw (data.com) and Salesforce do a poor job of actually listening to the customer—or at least listening to me. I get a new rep every six months, and I inevitably (invariably?) get roped into this type of discussion.

The worst thing is when I do make a suggestion for how to improve the service, I usually get this answer: “That’s a really great suggestion. However, I don’t really care. You see, I’m not required or empowered to care. I may be a customer service rep (i.e. account executive), but actually listening to you isn’t part of my job description. You’ll now have to go to this site (“lemme give you the URL”) and type everything up you just told me and then hit the submit-button.”

You’ve got to be kidding me. Marketing departments have to learn that CRM = LRM (lifecycle relationship management). CRM/LRM is not software, it’s a process.

Tags
Categories Marketing