OK, so I write about Customer service and movies. This month, i thought I’d tip my hand to another Tom Cruise movie. “Don’t worry, I’m not gonna do what you all think I’m gonna do, which is, you know, FLIP OUT”! I am going to show you how a sports agent can teach us more about Customer service than he can about crafting the greatest sales pitch to get the biggest contract for his Client…
Dicky Fox: The key to this business is personal relationships.
Dicky was a pretty smart guy that got it. I firmly believe in this mantra. Business should be about relationships, how we treat our Customers, and in Social Media it’s about how we communicate with them! Shouting from the rooftops of Facebook or Twitter does not build trust or deepen a relationship. Instead, that deepens the Customer’s belief that we aren’t listening at all. Do that long enough, and your brand will have a hard time shaking those opinions when you finally figure it out.
Jerry Maguire: I’m still sort of moved by your “My word is stronger than oak” thing.
When you promise something to your Customers, deliver, don’t go back on your promise to them like Jerry’s lost Client did to him. In personal relationships, we often have only our word to speak for our personal brand. Business brands are the same. When you promise to call a Client back, or offer them 24-hour support, you should live up to that. A disappointed Customer will share those feelings with others and damage your brand. However, if you live up to your word and deliver what you promised, you can expect to gain a Customer for life that will help you by advocating for your.
Jerry Maguire: I will not rest until I have you holding a Coke, wearing your own shoe, playing a Sega game *featuring you*, while singing your own song in a new commercial, *starring you*, broadcast during the Superbowl, in a game that you are winning, and I will not *sleep* until that happens. I’ll give you fifteen minutes to call me back.
It’s one thing to want to please every Customer, but over-promising something you can’t deliver isn’t going to help either (see above). You might get the first sale, but your service team will hate you every day and your Client’s won’t like you much more than that.
Jerry Maguire: I am out here for you. You don’t know what it’s like to be ME out here for YOU. It is an up-at-dawn, pride-swallowing siege that I will never fully tell you about, OK?
Although I encourage communication and engagement with Clients, with social media or without, we do not have an obligation to tell them about the hoops and processes we must go through to satisfy their needs. The Customer does not want to know how many supervisors you have to talk to, or many levels of tech support you have to use, they just want to know that you understand what they need from you and that you are able to deliver.
Image Copyright Tristar Pictures
Quotes from imbd.com