I experienced first hand today the importance of superior customer service and well-thought-out systems in helping a brand stand out from the crowd. The following experience I had recently is a great example of how important it is to differentiate your brand!
I spent the afternoon ringing round insurance companies trying to get foreign worker medical insurance required by law for a new designer we will be employing.
All brands equally as bad
Escalating blood pressure was further heightened by pointless recorded ads selling nothing I was interested in. Endless pressing of number options that took me round in circles, or worse to a person who had to transfer my call as that department “didn’t handle the enquiry”, even though I pushed the right buttons (and every person I spoke to succeeded in pushing all my wrong buttons!). Dropped calls upon transfer, and even people answering the call and putting the phone straight down (it was a Friday afternoon after all and who works on a Friday?).
The two I did get through to said they needed to get an agent to call me back and that would be Monday. When I asked one if it was possible to have them call me today the answer I got was; “But it’s the weekend now.” It was 3.30 pm at this time. Sorry, but that’s not my definition of the weekend and I’m sure her employer would feel the same way!
Another jacked up their rankings on Google by claiming to offer the insurance I required and googled, but the phone call revealed that, in fact, they don’t.
All these companies had a customer begging to give them business and no one was interested.
The sixth call of the afternoon was to Great Eastern. And WOW did they stand out as different! Differentiate your brand? Yes, they did!
No recorded messages.
No numbers to select ad infinitum.
No dropped calls.
No uninterested staff saying it wasn’t in their job description.
In fact I was caught completely off guard when the call was answered directly at the third ring – not by a recorded message but by an ACTUAL PERSON (the horrors!) who dealt directly with my enquiry with no need to pass me on to someone else.
Differentiate your brand!
When your brand offers a sea of sameness in products, you’ve got to stand out on service. You’ve got to be noticeably different and delight your customer.
When the rest call back on Monday when it suits them, Great Eastern will have already secured my business. Why. They treated me differently than the rest and showed that they wanted the business.
Stand out. Do things your competitors don’t – or won’t.