The ‘customer service’ rep on the other end of the line was not solving my problem – there was a charge on my phone bill for a service I never authorized or approved and the rep was telling me that he  could remove the charge this month but I needed to contact the mysterious business and handle the issue myself.

When I asked how this could happen in the first place, the answer left me with the feeling that anyone could contact my phone company and tell them to bill me through their system – and they would.

When I called the mysterious company, the rep informed me that I had submitted a completed online form requesting the service.  When I denied his claim, he told me “Well, I can see it right here on my screen.”

In both situations, I asked to speak with a supervisor because the Tier 1 reps were just reading policy off a screen.  They were not concerned with me – they were concerned with doing their job which was to push me off their phone.

In both situations, I waited for 15 minutes and never had anyone get back on the line with me – no rep telling me the supervisor was still on his/her way, and no supervisor asking how they can help.

In both situations, they had a record of my request to speak with a supervisor and my telephone number.  In both situations, I never received a call back.

My phone company had, until that moment, an increasingly stronger chance to grab my family’s cell phone business – but they blew it.  They almost motivated me to become one of those ‘wireless phone only’ people because I really don’t need a land line.

So the point of all this is simple – when was the last time you shopped your own business?  Do you have processes in place that provide positive customer experience – or do you have processes in place that are designed for your own comfort and happiness?

A tweet about this article caught my attention – the comment focused on how Pop Tarts World was part of a process to build an iconic brand.

So I read the article and then this lone comment…

I visited the store and it was a disappointment. I expected some different pop tarts, but the store was mainly merchandise – and you can’t even see the baked goods through a glass window.

Lesson #1: Don’t believe everything you read.  Based on the article, Pop Tart World is bigger than Walley World – but the comment sure makes you wonder if the target audience is reacting a wee bit differently than the media. (The media that wants Pop Tarts ad spend…)

Lesson #2: Listen to your customers – make sure you understand their needs, wants, expectations and perceptions so you can give them a uniquely valuable solution.

Lesson #3: Never assume that you know what your customers need, want, expect or perceive.  Get out there, press the flesh and listen to them.

Walking down the street, my phone beeps and when I look at the screen, I see an offer to stop in a nearby store and save 20%.

Trouble is, I don’t have an immediate need so I ignore the offer.

So how’s this better than direct mail or print ads?

I use Foursquare because, right now, it amuses me.  But it’s work – I need to remember to check in.  Soon it won’t amuse me, it will annoy me because I have enough to do in my life and the reward isn’t there.

Occasionally I notice that some business near my location is offering something special – but again I don’t have an immediate need so I ignore the offer.

Social media is all about the conversation, but I am struggling with how a local business is going to use location-based technology like Foursquare or Facebook Places to have a conversation with me. In order to do be effective, to deliver relevant offers, they are going to need to manage a lot of data.  Otherwise I am going to receive offers for something I just bought (can you say ‘refund or return’?) or they are going to send me offers that are the wrong message at the wrong time just because I happen to be nearby.

Call me crazy but how will this be any better than having a sign in the front window announcing a sale 0r having an employee handing out fliers – these low tech approaches reach everyone rather than just those that have a smartphone.

What am I missing?

Other sources:

The Advertising Opportunities in Facebook Places (http://bit.ly/9VsZkZ)
Facebook ‘Places’ is an advertising game changer (http://bit.ly/8Yi62y)
Facebook Introduces ‘Places,’ Lets Users Check in From Venues (http://bit.ly/b2gdMX)