The Portland Metro Photographic News

  A commentary by Tom Hubbard

I started preparing a full day before the dreaded encounter.  Preparations included stress relief exercises, a rejuvenating visit to a local photo gallery, relaxing to classical music and a photo walk in the nearby forest to clear my mind.  I went to bed early to get a full 8 hours sleep and woke early to a healthy breakfast.  I was ready.

It was now time to call the manufacturer's Customer Service Hotline about my ailing photo printer.  I'll skip the gory details, but, in the end, it went about as expected -- no resolution.  I've come to expect this result from my numerous experiences with photographic, computer and digital equipment manufacturers.  Today's manufacturers are slow to recognize the relationship between good customer service and retaining and growing sales.  In fact, as the economy struggles, many of the manufacturers we rely on seem to be cutting their customer service budgets to weather the storm.  They give the impression that they are unwilling to commit the resources to achieve the level of support their professionally-minded customers crave and deserve.  I'll quickly say that there are a few exceptions -- Apple Computer comes to mind, but there are not many.

In hopes that some manufacturers might be listening, I've compiled my personal Customer Service Wish List:

1. Top Priority:  Don't rely on your FAQ page to answer my questions.  My problems NEVER appear on your FAQ page.  (Have you noticed a trend in FAQ page content lately that uses this support section as a subtle marketing tool to sell yet another product or service?)
   
2. Place your Customer Service phone number where it can be found.  I know my call interrupts your day.  But don't make me search your entire website only to find your corporate number, and then call your operator to ask for the Customer Service Department.  (I firmly believe that some companies are being advised they will receive fewer complaints, if their support phone numbers are buried in their sites or not published at all.  Duh.)
3. If you are going to ask me for the serial number of my product, put the serial number where it can be found.  All too often you have asked me for a serial number that requires taking my computer apart, or moving a printer and all the associated cabling away from a wall, to find.  By the way, using a type size larger than 4 point would eliminate the need for a flashlight and magnifying glass.
   
4. Once a call is answered, only ONE recorded message is needed to identify the product and route me to the correct service rep.  Being constantly transferred from rep to rep does nothing to build my confidence. 
5. No advertisements while I'm on hold please.  I already know what you sell.  Why do you think I called?
   
6. Then please connect me promptly to the proper support person  (with a maximum "hold time" of 2 minutes).
7. The support person should be experienced and know something about the product he or she is representing.  I know this is an unfamiliar tactic and that training is required, but it will be worth it in terms of customer relationship building.
   
8. The support person should sound interested in my problem.
9. The support person should understand me and be understandable by me.
10. The support person should be truly empowered by the company to take decisive and corrective steps to solve a problem -- up to and including replacing the product or offering a refund.  Do not "bump up" my call to the Supervisor.  That person NEVER has the authority to act.
11. When you say, "Someone will call you back with an answer", please do it.  Same goes for email replies.

If there was ever a time when manufacturers could score "brownie points" with their customers, it's now.  The economy is starting to show signs of recovery.  If manufacturers take this opportunity to invest in their customer service operations, provide employees with thorough training, verify the training with tests and empower their employees to make decisions without fear of repercussions, YOU, the manufacturer, will reap the rewards/profits. When those customers who are seeking your help today are ready for an upgrade and have more money to spend tomorrow, you'll be first on their list.  Customer Support isn't a "necessary evil".  It's a loyalty-building opportunity and your smartest marketing investment.

Remember:  Many of us make our living or pursue our art using your products.  We depend on you to help us make a living and achieve our photographic vision.

I could write more on this subject, but you get the point.  Besides, I have to start preparing to call my printer company's Customer Service Hotline -- again.