More “customer service” isn’t the answer

Multiple articles in the past week have talked about increased emphasis on customer service, and while I applaud any sentiment that improves the way airlines and telecommunications companies deal with their customers (heavens knows they can use all the help they can get on that front), I am not sure this is the right answer.

When the things that are causing so many of the complaints remain unchanged, just fixing, changing or adding capacity to the ways I can complain won’t change much.

When a major cause of telecommunications complaints is billing, making it easier to call and complain about it probably isn’t going to help much, because next month when the bill comes I’ll be annoyed all over again.

When the advertisement is misleading and designed to obscure the true cost of service, it is practically guaranteed I am going to have a few unhappy words to say.

When my flight is delayed without warning and no replacement flight is available until the following day or week, having a two tiered local customer call centre won’t do much to solve the problem.

Here’s what works.

Fix the thing that’s causing the pain. Invest in the systems, products, services and programs offered so they keep their promises.

It’s a pretty simple equation. When my expectations have been met I don’t call and complain. I don’t want to be upset and annoyed. I don’t purchase a product or service thinking, “Gee, I hope this sucks so I can call and complain”, and I don’t think anyone else does either.

Of course, nothing is perfect, and I will have to contact customer service sometimes for help or with questions. That is a golden opportunity to get first-hand information about what is NOT working about products and services. But that information is only useful if it is then used to close the feedback loop and understand what needs fixing or changing.

Customer service shouldn’t be used as a band-aid for poorly designed and delivered promises, but it can be a great source of information about the promises that need a second look. Invest in that and you will be investing in your brand.

See you next week.

Michel Hogan is a Brand Advocate. Through her work with Brandology here in Australia and in the United States, she helps organisations recognise who they are and align that with what they do and say, to build more authentic and sustainable brands. She also publishes the Brand thought leadership blog – Brand Alignment. is a Brand Advocate. Through her work with Brandology here in Australia and in the United States, she helps organisations recognise who they are and align that with what they do and say, to build more authentic and sustainable brands. She also publishes the Brand thought leadership blog – Brand Alignment.