{"id":9684,"date":"2015-02-09T15:08:17","date_gmt":"2015-02-09T20:08:17","guid":{"rendered":"https:\/\/iheartblank.net\/old\/?p=9684"},"modified":"2017-08-14T21:50:39","modified_gmt":"2017-08-14T21:50:39","slug":"seth-w-s-beliefs-customer-service","status":"publish","type":"post","link":"https:\/\/iheartblank.net\/old\/seth-w-s-beliefs-customer-service\/","title":{"rendered":"Seth W.’s Beliefs About Customer Service"},"content":{"rendered":"

Today we’ve got a new ‘guest writer!<\/em>‘ \u00a0He’s an old friend who I get together with every once in a while and discuss marketing, social media, the internet, music<\/a><\/strong> and a bunch of other stuff! \u00a0His name is Seth W<\/strong><\/a>. \u00a0I recently subscribed to Seth’s newsletter and his latest article was perfect! \u00a0To be honest, after my recent vacation I was mentally preparing to write an article about customer service. \u00a0I got home and Seth’s article was in my inbox and, well, he did a better job than I could have. \u00a0So…I asked Seth if I could feature him as a ‘guest writer!’ \u00a0I am honored to share some of his knowledge to you!<\/p>\n

Seth W’s Accomplishments \/ Links: \u00a0Seth W\u00a0[dot] com<\/strong><\/a>\u00a0| Twitter<\/strong><\/a> |\u00a0Skulltoaster<\/strong><\/a> | Workbench Insider<\/strong><\/a><\/p>\n

\n

I was asked to complete a “written assignment” for a job application recently, and figured I’d share what I wrote.<\/em><\/strong><\/p>\n

SETH W.\u2019S BELIEFS ABOUT CUSTOMER SERVICE
\n<\/strong>Or, \u201cCan a coffee shop make you feel dumb?<\/em>\u201d<\/h3>\n

When I think of super customer service, I think of the overall feeling I get when I walk away from a business or a brand. Do I walk away feeling duped or cared for? Do I feel energized, and stoked to share their story? Or does the process make me feel like throwing my hands in the air and living in the woods like a hermit?<\/p>\n

For me, it starts with authenticity<\/strong>.<\/p>\n

Who works at Apple stores? APPLE PEOPLE.<\/p>\n

I remember when I switched from a PC back in 2003, and how passionate the Apple employees were. It\u2019s like they\u2019d be there even if they weren\u2019t paid. They answered my dumb questions I had about moving from Windows. They showed me how to do simple tasks, shared their experiences, and other Apple employees always joined in the conversation.<\/p>\n

That\u2019s authentic. There\u2019s no script, no rehearsed language, they were just stoked!<\/p>\n

And then recently, more than a decade later, I\u2019m buying one of those Joby GorrilaPod\u2019s at an Apple store, and it happened again; another employee came up right in the middle of my transaction and was like, \u201cyes! These are awesome,\u201d and he told me all about how he uses it for making videos.<\/p>\n

It\u2019s hard to teach that.<\/p>\n

So to me, speaking from a place of authenticity just leads to deeper conversations, and better interactions. Why would a company not hire devout fans to come work on their team?<\/p>\n

Second, I believe empathy is vital in customer support. Just recently Evernote let me down. I\u2019ve been a die-hard Evernote since about 2009, but recently we had a falling out, and we\u2019re not really talking at the moment. Just kidding; I can\u2019t live without Evernote.<\/p>\n

Here\u2019s what happened; I lost a few hours of work, and their support was nonchalant about it. Nonchalant?! \u00a0Wait, what?<\/p>\n

It took three days for them to reply to my DM. Then when I told them my work was lost, their response lacked any sort of feeling:<\/p>\n

\"sethw1-1\"<\/p>\n

How did they think that anyone who lost hours worth of work would be okay with reading, \u201cyou\u2019re very welcome,\u201d or being told about, \u201ctechnical support representatives?\u201d<\/p>\n

I understand they can\u2019t perform magic and bring back my note from the dead, but they can have some heart! It totally didn\u2019t feel like anyone was going to bat for me here, which is a bummer.<\/p>\n

Lastly; curiosity<\/strong>. When Evernote launched their new web-version back in October, I got to talking with Joshua Taylor, Design Director of Evernote.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

We swapped a few emails, where I explained a few things I would love to see. He would reply, and asked me deeper questions; asking how I did certain things on the desktop app, and why. He asked about my work flow.<\/p>\n

Joshua, a design director who probably has enough \u201caction items\u201d on his list, served the customer here much better than my recent \u201ccustomer service\u201d interaction. He was curious, and wanted to know my thoughts. No web-form, or a, \u201clet us know what you think!\u201d survey. He was monitoring who replied to the @evernote account, and asking questions.<\/p>\n

He\u2019s one of the reasons I continue to use Evernote, because I know there\u2019s some great people there doing amazing things.<\/p>\n

All these things add up to being human<\/strong>.<\/p>\n

\"Seth<\/p>\n

The fun part about a company like MailChimp sending me a hat, or a design director taking the time to email a user, is that it\u2019s tough to scale, and that\u2019s exactly why I believe it needs to happen more. If it\u2019s hard to do, it\u2019s worth doing more of it.<\/p>\n

Like Seth Godin says, \u201cthe problem with the race to the bottom is that you might win<\/a>.\u201d<\/p>\n

You can compete with Starbucks on price, or you can open a cute shop in town, play some records, and have authentic conversations with everyone who walks through the door.<\/p>\n

You could fully automate your support process with robots, but robots don\u2019t know what it feels like to lose 20,000 photos when a hard drive fails.<\/p>\n

The restroom door of your cool coffee shop can be minimally labeled \u201cWC,\u201d or 75% of your customers might mistakenly walk into the utility closet. At a small coffee shop in my hometown I see this all the time. You should see the look on their faces. They say things like, \u201cooops!\u201d and \u201coh my god,\u201d as they quietly close the door and slink away.<\/p>\n

You could set up one of those annoying, \u201csay the name of the department you wish to speak with\u201d phone systems, or a real person could answer the phone, and discover together the best course of action (I\u2019d read that everybody at CD Baby can answer the phone when it rings – how exciting!)<\/p>\n

Yes, customer service can just be about helping people do stuff, like buying shoes, finding the restroom, or embedding a video. All of this can be automated to some degree, but with just a bit more effort the experience can be humanized, and those interactions can find their way into conversations with friends, or written assignments like this one!<\/p>\n

Just think about how the vague “customer service” title can relate to what you do. You’re serving readers, right? Or an audience? Clients?<\/p>\n

You don’t tune at full volume on stage, right? RIGHT?! Do you reply to client emails at 1:24am in bed when you’re half asleep?<\/p>\n

I like this quote from Don Clark, of Invisible Creature:<\/p>\n

“Crafting an email is almost as important as crafting an illustration<\/a>“<\/p><\/blockquote>\n

It’s like the new, hip food joint in town; fancy sign, big PR campaign, a photo booth, but then a hand-written sign in the window with the store hours.<\/p>\n

Details matter to your customers \/ fans \/ clients. Pay attention.<\/p>\n

PS – I’ll let you know if I get the job.<\/p>\n

PPS – I started doing The Workbench Podcast<\/strong><\/a> with my friend Bill Meis, where we talk about doing good work using the internet. We just uploaded episode #3 today<\/a>.
\n– Seth Werkheiser<\/p>\n","protected":false},"excerpt":{"rendered":"

Today we’ve got a new ‘guest writer!‘ \u00a0He’s an old friend who I get together with every once in a while and discuss marketing, social media, the internet, music and a bunch of other stuff! \u00a0His name is Seth W. \u00a0I recently subscribed to Seth’s newsletter and his latest article was perfect! \u00a0To be honest, after my recent vacation I was mentally preparing to write an article about customer service. \u00a0I got home and Seth’s article was in my inbox and, well, he did a better job than I could have. \u00a0So…I asked Seth if I could feature him […]<\/p>\n","protected":false},"author":1,"featured_media":9688,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[127],"class_list":["post-9684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-customer-service"],"yoast_head":"\nSeth W.'s Beliefs About Customer Service - I Heart Blank, LLC<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seth W.'s Beliefs About Customer Service - 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