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Customer retention Category

Bucking the Trend: Google’s Approach to Customer Service

Wednesday, February 24th, 2010 - by Pamela Girardin

There are myriad studies showing the importance of customer service. Companies have invested thousands of dollars to ensure their clients receive quality customer service. Reps are trained—throughout their careers—on how to deal with clients. The mantra “The Customer is Always Right” is known, even by our kids. So why is Google’s approach to customer service different?

If you have ever had the misfortune of “contacting” Google’s customer service department, you have my sympathy. The horror stories abound on Google’s lack of customer service and their draconian approach to clients. It is my view that they have ruled the market for so long and we, as their clients, can either work within the parameters they have established or go elsewhere. Their myopic approach is going to hurt them once they have a viable competitor and numerous clients defect.

Recently, I had an issue with an AdWords account and needed to contact Google’s customer service. After research turned up a phone number, not found on the Google support site, I called and was connected to their voice system, prompted to hit “2” for customer service; upon which, I was told it was incorrect entry and disconnected. That led me to chat. The chat function in AdWords support is hidden – at least during my searches. But if you persevere, you can find it. Chatting with Google is somewhat surreal. My question was routinely answered by a FAQ response and links to articles found in their customer support website. The problem? Well, the FAQ response and links had nothing to do with my question. After several tries and requests for bi-directional communication by phone, instead of email or chat, I was told that although I requested a call by a senior member; it could not be guaranteed. As the senior member’s schedule could only allow him/her to use email. And it might take 48 hours until I am contacted.

So this got me thinking….. Am I the only one who has experienced horrible customer service by Google? A quick search, courtesy of no other than Google, brought up hundreds of links. As misery loves company, I thought I would share a random sampling of other Google clients and their opinions on the service received—so in their own words:

· So Google provides no support whatsoever for their product, which doesn’t work. Nice. I thought Microsoft was bad, but this is the worst customer support…ever.

· And worse, there is no, “Does this answer your question?” Hell – GoDaddy.com is atrocious but their customer support is miles above Google’s

· Google is simply one of the greatest technology companies around, I don’t think anyone would disagree. HOWEVER, in my opinion they have a LOT to learn when it comes to service and customer relationships.

· Google has become so powerful that in literally every aspect of their business it is 100% their way or the highway. I know a lot of people that are choosing the highway.

· Customer service and Google currently don’t go hand in hand.

· Google’s approach to customer service is disgraceful.

· The short answer is there is no such thing as customer service at Google. I believe you get more customer service at the dice tables at any casino in Los Vegas.

· Anyway, I would like the number to call Google, which seems to be impossible to find anywhere… I don’t understand why one of the world’s biggest companies makes it so difficult for its clients…

· This is really screwed up. Google really don’t care about the little guy at all.

· I agree Google’s support is horrible.

· If you plan anything important with Google, don’t because you won’t get any help.

Will Google change its approach? Unfortunately, it doesn’t seem likely. At least, not until it impacts their bottom line. I am hoping that someone in charge will wake up and start to look closely at customer service. And then make the necessary improvements. Because there is only so much bad service a client will take. When will it be enough that you walk away?

Posted in Customer retention | No Comments »

Building brand a loyalty a recession marketing must

Friday, July 10th, 2009 - by Becky Sheetz-Runkle

Customer loyalty is another casualty of the recession. Buyers, including your customers, are aggressively hunting to spend only on what appears to be the absolute best decisions with their budgets. This is true in any economy, but at no time is it a greater reality than now. This poses a threat to pretty much everyone, and the tech sector is no exception.

We recently discussed two of the best ways to build brand loyalty:

1. Say thank you.

2. Remind your customers that you’re great

Let’s spend a little more time on number two. Reminding the buyer why they bought from you in the first place, and all of the virtues of your product or service is absolutely critical in this economy. The first and most important question is: does your company deliver exceptional products or services? If the answer is yes (and let’s hope it is!), how are you communicating that?

Down times are the absolute best times to both build brand loyalty and aggressively communicate the values of your brand. How do you do this?

It’s essential for you to communicate why your business is the superior choice to the many competitors you probably have. If your customers (or prospects) can find it cheaper, there’s a good chance they’re looking for it right now. How can your marketing messages head off that threat? Make sure you’re communicating why it’s a better investment to spend a little—or a lot more—and work with you.

Dropy by next week for a discussion on the best tools for carrying out this objective.

Posted in Brand Consulting, Business to Business Marketing, Business to Government Marketing, Customer retention, Economy, Industry Trends, Sales and Marketing | No Comments »

Best Ways to Build Brand Loyalty in Recession

Thursday, June 25th, 2009 - by Becky Sheetz-Runkle

As discussed last week, brand loyalty is another consequence of this recession. From grocery stores to enterprise solutions, buyers are tenuous with budgets and all too eager to swap out product and service providers to save a few dollars.

So, aside from providing awesome products and services and enviable customer service, what are you doing to boost brand loyalty and retain your customers? The first and most important step you can take is to tell your customers two very important things.

1. Say thank you. How are you thanking your customers for their loyalty? The answer can’t be that the sales representative checks in once a year to re-up the contract. That’s not saying “thanks.” That’s say, “where’s the money?” And customers see through it.

An option is to have your account managers or senior leadership pick up the phone and thank customers for their business. Of course, you always want more business and cross selling is important, but the purpose of these calls should not be to highlight a new offering or upsell a contract. The purpose is to say thank you.

If you’re in a high volume business with thousands of customers, that’s untenable. But you can at least call key customers. Emails and letters are alternatives for large customer bases. For your non-government customers, take them to lunch to show them you appreciate their business.

2. Remind them that you’re great. The purpose of thanking your customers is not to give the impression that sales are down or revenue is tight, if that’s your present reality. You’re not calling to beg them to continue on with you. Good, bad or neutral times, showing appreciation is always a good idea.

Selling and marketing don’t stop after the sale is made, unless you never want their business again. Once an organization joins your customer roster, you must periodically remind them that you’re the absolute best choice they could have made. Chances are they have other options for the products or services you provide. If you keep in front of them in a positive light, you’ll reduce the likelihood that they will want to shop around for alternatives. That’s why marketing is a recession is so critical.

Posted in Customer retention, Direct marketing, Economy, Industry Trends, Public Relations, Sales and Marketing, Technology Marketing | No Comments »

Brand Loyalty–Another Recession Consequence

Monday, June 22nd, 2009 - by Becky Sheetz-Runkle

For most of you out there, another fallout of this strange economy is the loyalty of your customers. Buyers are increasingly looking to make the absolute best decisions with their budgets. In an attempt to shave dollars, they will even incur greater risk by swapping you out for a new product or service provider. And there’s also the risk of them cutting your portion of the budget entirely.

Forrester’s George F. Colony says in the Huffington Post:

Brand loyalty will be limited. For five years, Forrester has been tracking the precipitous decline in brand loyalty — particularly for complex products like cars. Brands will afford only limited protection for your company in the new world — because choice has been radically expanded. All brands are subject to consumer testing, discussion, disclosure, and transparency. You can no longer own your customer — your customer will own you.

Wow. Your customer will own you. Seeing any of that in your industry?

Now, if you’ve been paying attention, you know the Technology Marketing Blog isn’t about gloom and doom or hand wringing. We’re about solutions here, people. The question is–what are you going to do with this information?

We all know that new customer acquisition is a high priority. But an even higher priority is keeping the customers you’ve worked so hard to attain. If your pipeline has slowed, you certainly can’t afford to lose customers. But if customer retention isn’t part of your current marketing strategy, be prepared to face that unpleasant reality.

Later this week we’ll discuss marketing activities you really should be doing to increase customer retention.

Another interesting, if harrowing read, is from NakedCapitalism.com. If you’re not on board with the severity of this issue, this is pretty convincing.

Join us next week for solutions, and visit www.q2marketing.com for lots of other ways to solve your tech marketing challenges. Till next time….

Posted in Customer retention, Economy, Industry Trends, Marketing Research, Research and studies, Sales and Marketing, Technology Marketing | No Comments »

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Customer retention Category

Bucking the Trend: Google’s Approach to Customer Service

Building brand a loyalty a recession marketing must

Best Ways to Build Brand Loyalty in Recession

Brand Loyalty–Another Recession Consequence