So You Want to Add Value in Your Audits
Recently I got the chance to attend the D23 Expo in Anaheim California. For those who don’t know, D23 is a Disney sponsored “community of Disney fans.” The D23 Convention is three days of everything Disney — parks, movies, television, games — an immersion for the fan in the history and the future of the company.
Have I mentioned I am a Disney fan?
Here’s where things got interesting. By many measures, the weekend was a success. There were huge crowds, including a sell-out on Saturday. That’s selling out enough to fill the Anaheim convention center. No small feat; the number I heard, was 30,000 — but that could be way off. All I know is that 1) I enjoyed it immensely and 2) it meant there were a lot of long lines, a lot of people not able to see what they hoped to see, and a long day for everyone.
What I heard on the third day of the three-day event was a lot of complaints. In the ensuing weeks, through blogs and fan sites and word of mouth, I have heard additional complaints. People are complaining about lines, they are complaining about not getting to see what they wanted to see, and they are complaining that it turned into a very long day with fewer rewards than expected. In other words, they are complaining about customer service.
Let’s all agree on one thing — few do customer service like Disney. But the other side of that nickel is that no one expects a higher level of customer service than Disney’s fans.
And when expectations are high, people complain at a higher level.
So here’s an interesting little twist for those of you who think you want to reach out and provide more than control analysis for your clients. Let’s assume you want to do more value-add auditing. In fact, you want to show you are part of the team by helping the client better understand customer service issues. Well, when you are doing that audit, be sure you look at the broad picture — not just customer service, but also customer expectations. Because if there is one lesson here, it is that increased customer service leads to increased customer expectations.
Now, I’m willing to bet that Disney will be able to handle this onslaught. But if you are with a company that is not quite up there with Disney (and how many of us actually are) and you are trying to help identify those customer service solutions, then you may want to think about warning your clients at the same time.
You see, customer service is a wonderful thing; in fact, it might be argued it is the only thing. However, it is a two-edged stiletto stealthily slicing the target as well as the hand that wields it. Because, with customer service comes customer expectations. And as the former grows, so does the latter. And, after a while, you may no longer be able to win that customer expectation battle.
And, when that battle is being lost, what role will you be taking?
Posted on Sep 6, 2011 by Mike Jacka
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