I use Apple computers in my studio because I’ve found they cause fewer headaches than a Windows-based PC. But that doesn’t mean Apple computers never fail.
My back-up computer started having issues and I was able to diagnose it as a video card problem. Unlike a traditional PC, replacing a video card in an iMac needs to be done by a pro to keep the warranty valid.
Turns out my extended warranty on the computer was about to run out in 30 days. Feeling incredibly lucky, I took the machine in for service.
Turned out I was right… bad video card. The trouble was, it would be a couple of weeks before they’d be able to get the appropriate replacement. So they gave me two options:
1. Wait for the replacement video card, and for my troubles, accept a free iPod as a “sorry for the inconvenience” gift.
2. Give them my faulty computer and accept a brand new iMac at no charge. Since they no longer made the same sized iMac that I had, I’d get the bigger 27-inch version that was just being released for the first time.
Heck, I was thrilled when I was given the first option. But I was totally floored when they gave me the second option.
After confirming there was no catch, I went with option #2.
While I was amazed to be getting a new computer, I was equally amazed by the contact that I had from Apple. In fact, I have to say that it was the on-going interaction with Apple that impressed me the most. Yes, even more than getting a free computer. (Maybe that says something about the low level of customer service in general we’ve come to expect these days.)
The computer was coming from China, so there would be a bit of a delay. But I got e-mail updates from Apple by a real person. By that I mean I had the person’s name, her e-mail address and her direct phone number along with an offer to contact her at any time if I had questions or problems.
As it turns out, the computer arrived with a cracked glass screen. No problem. The local repair shop had a new screen ordered and installed in 24 hours. And that led to an extra phone call from Apple to ensure things were moving along quickly and that I was happy.
As I thought about this positive experience, the following came to mind:
1. Are you doing anything for your customers they’re so impressed with that they’re telling others? Few of us have the resources (financial or otherwise) that Apple has, but what can you do to impress the socks off your customers? Often the little things are more than enough… a helpful phone rep who treats customers like they’re the most important person in the world at that moment. Or returning e-mails quickly so customers aren’t left wondering if their message got through. With so much bad customer service around us each day, the smallest amount of positive customer service can be enough to get people talking.
2. Happy customers are loyal customers. Unless you’re selling a product or service that has no competition, you’re always at risk of losing sales to a competitor. But when your customers are happy, they’re far more likely to stay with you and even give you the benefit of the doubt when you make a rare mistake.
3. Happy customer stories are great material for your magalog. It’s easy for you to say how great you are, but letting your prospects hear it from your happy customers is priceless. Most marketing pieces I work on include short testimonials. But don’t ignore longer stories that your readers can really relate and respond to.
4. Make it as easy as possible for customers to reach someone who can help them. I know direct contact isn’t always possible for every business. And there are financial considerations for the level of support that can be offered. But is it frustrating for customers to contact you, especially if they need help? Take a fresh look at what it’s like for your customers to reach you.
You don’t have to give away computers to get stellar endorsements and create happy, loyal customers. You simply need to continually evaluate how you interact with your customers and determine if there’s any room for improvement, no matter how small.
It’s often those small changes that get your customers really excited about doing business with you.
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