Excellent customer service, whether online or in person, makes or breaks a business. We’re not in a Seinfeld-esque world where people will tolerate “Soup-Nazi” style service, instead, we’re living in a time where EVERYONE can have a voice. Businesses that focus on providing kick-ass service online and offline will make it through and flourish.
Too many people misunderstand the importance of what social media is and what it’s capable of achieving. Many of my friends perceive my infatuation with social networks as worthless and assume that it’s a fetish comparable to being an adamant sports fan. Understanding social media is further convoluted by those that staunchly believe that they have never and will never buy anything on Facebook, from Pinterest, or as a result of someone’s tweet on Twitter. At least once over the next year, I guarantee that you’ll make a purchase (or not make one) that was influenced by social media.
Last Monday, in recognition of my favorite president, Grover Cleveland, I celebrated Presidents’ Day by purchasing an oil change. A few days prior, I had received a coupon in the mail for a discount off of my next oil change, and, as a person fixated on getting the most bang for my buck, I brought along the $10 discount coupon for my premium oil change. I’ve been getting my oil change at Valvoline and expected the traditional “upselling” and subpar service that often accompanies a trip to a car mechanic.
I wasn’t disappointed as I received both terrible service and an inquiry on the condition of my car. I didn’t mind the “upsell” as the gentleman was very nice while asking about my sparkplugs. What did bother me, and what will keep me from going to a Valvoline again, was a combination of bad customer service throughout my stay.
Before proceeding, let me clear up one thing. I rarely write reviews as I often empathize with customer service workers dealing with disgruntled customers.
My day at Valvoline starts …
- I drove to the Valvoline Instant Oil Change, walked inside, and was told to move my car up to the garage door and park it next in line.
- Once I walked back inside, no one is at the counter.
- The line behind me gets longer. Seven minutes pass and no service.
- The clerk takes my keys after I tell her i’m looking for a high mileage – premium change. She doesn’t thank me but moves on to those next in line looking for an oil change by asking “who else needs a change?”.
- After my oil change, the clerk calls “Honda Accord”. That’s not my name.
- She starts to ring me out, but calls me by my first name, Andrew. Somehow she actually knew my name.
- She rings me up after I give her my $10 off coupon. She puts it in as $6 off. I nicely point out the error and she explains that the $10 off is for a tire rotation. I mention that i’m from out of state and that the coupon does say $10 off a premium change.
- She goes out and speaks to her manager to ask if this is okay She comes back in, attempts to input the $10 off, it fails. She goes back to her manager and he comes in as well. They explain to me that because my discount is out of state, they won’t honor it, but will give me the $6 discount.
- They don’t place the oil sticker on my car, rather, they hand it to me.
There are many reasons why my experience could have been so sub-par. Perhaps the clerk felt under the weather or was having a bad day. Maybe they were completely understaffed and trying to do the best job possible. Or maybe they just didn’t care. Whatever the reason, people that go to the Internet and social media to write about their bad experience are impacting future sales for the business. If I raved about Valvoline, I might tell all my friends. If I had an awful experience, I might swear off of Valvoline Instant Oil Change forever. And, worst of all…
I could go on Facebook, Twitter, LinkedIn, Yelp etc. and explain my situation while pushing it to my six-thousand+ contacts. In this situation, unless Valvoline Instant Oil Change is watching social media, they won’t realize my dissatisfaction with their service or what I would be saying about this brand.
Why does this matter? Let’s say I convince three current Valvoline customers to never go there again because of a bad customer service experience and they can identify with me, that $4 compounds into much more. Considering people like to frequent the same mechanics and auto body shops, this adds up. Now, maybe each of these three people convince another three…
Sure, a large business, such as Valvoline, won’t be greatly impacted. But what if this was a small restaurant or business?
And what can Valvoline do to change? The easiest fix is to monitor social media channels, take me offline, and remedy the problem. Perhaps then I will give them an excellent online customer service review for their handling of the situation. Obviously, they could also change their store customer service, but having a brand notice the problem is enough to hopefully start making a change.
That’s great, but won’t people just abuse this? They haven’t yet, why would they try? It can be embarrassing for someone to spout off about a business, have the business remedy the problem, and continue doing it. This is why people mock others behind their backs but won’t say anything face-to-face.
Is social media powerful? Absolutely. Can your small, mid-sized, or large business afford to avoid what’s being said about them online? Do you ever share your less than positive customer service experiences on your social channels?