The Quickest Way to Piss of Your Customers
Is there a quicker way to piss of a customer than making them feel like you don’t care?
For firms handling intake, one of the biggest challenges is politely rejecting inquiries from people your firm is unable to help. People intuitively know that sometimes there’s nothing that can be done, but the courtesy of an explanation goes a long way toward making the caller feel better when the conversation comes to a close. If the prospect feels blown off, rushed, or like they’re being treated poorly because you “can’t make money off them” you’re far more likely to end up getting a one-star review. These are the types of negative interactions that linger long after the call is over.
If someone needs help, they want to at least be heard.
Now a quick example of what not to do:
We recommend CallRail to all of our customers and have found their service to provide a reliable call tracking solution that does everything we need in order to properly report on cost-per-inquiry by marketing channel. The quality of their product is top-notch, but in the off chance you need to resolve an issue, their customer service is woefully lacking.
As is the case with many companies, issues are addressed with a ticketing system. There’s a phone number you can call if you need immediate assistance, but CallRail seems to be doing whatever they can to hide that number and force people through their ticketing system. This isn’t necessarily a bad practice from the company’s perspective, but it’s not particularly customer friendly.
This morning I went to fill out a ticket and was met with this:
Assuming user error, I tried submitting a ticket multiple times under different accounts and received the same error every time. Not one to be discourage by a one-off bug, I emailed the ticket directly to their support and immediately received this email:
We’ve recently updated our ticket submission process to give you the best support possible, and emails sent directly to email@example.com will be met with a no-reply email. We’re still here to help, and you’re still able to reach us!
To receive help:
Please submit a ticket through the Submit a Ticket link in our Help Center.
From there, you’ll be able to monitor your ticket status and reply to the support team member handling your request.
We’ll reach out to you via email once we’ve received your ticket (usually within 24 hours).
If this is urgent, please call us at 1-888-219-2787. Our phone support hours are Monday thru Friday from 9:00am – 6:00pm eastern time.
The CallRail Support Team
Not the response you want when the system they’re funneling you toward is broken. So, I picked up the phone and gave them a call. What should have been a simple ticket was now a 15 minute process.
The phone call lasted long enough that I started writing this post in frustration, and abruptly ended with a message that all their agents were currently busy, and a reminder that “You’re able to submit your issue by going to support.callrail.com and clicking ‘submit a ticket.” Then the call was terminated!
I can at least appreciate the inadvertent comedy in CallRail’s final message.
Much like a prospect that just wants to be heard, I’m now in a position where publicly venting is my sole outlet. Not a place you ever want someone that’s interacted with your business to end up. I don’t even care if CallRail can actually resolve the issue I was initially inquiring about. It wasn’t urgent and what I wanted might not have been possible. The more important issue is that they weren’t available to listen or provide an answer, and as a business, that’s inexcusable.
Regardless of whether you can help someone, making sure staff is well-trained to listen and provide a polite response can go a long way toward preserving your brand. The worst thing you can do is leave someone feeling like you just don’t care.