The Next Generation of Service: Upgrade Your Customer Relationships

This article is sponsored by FreshBooks, a proud supporter of OfficeArrow and the leader in online invoicing and bookkeeping.

No matter what you do, or what your company sells, you're in the customer service business. Why? Because every company depends on its customers. They are the sole reason we're all in business. And, as they say, "If the customers ain't happy, ain't nobody happy."

Most companies recognize this. They train their employees to be friendly, patient and helpful. Many provide scripts to make sure that no one veers too far off course in a customer interaction. Still, most companies only strive for "good" customer service. Few recognize the power of "exceptional" service. And even fewer know how to provide it.

Why Does It Matter?

Good service is nothing to tell your friends about. It's nice and, in general, it probably makes you a loyal customer. However, there's a point where loyal customers turn into walking, talking advertisements - and that point is reached when exceptional service is received.

It's called "Word of Mouth" marketing (or WOM) and it's a powerful force of nature. Exceptional service stories spread like wildfire. Here's how it works:

You provide exceptional service to your customer. The incident is so unique, and has such an impact on the customer experience as a whole, that he or she shares the story with friends, family, coworkers, etc. Such stories resonate because of credibility. Hearing them from a trusted source (who likely has no ulterior motive) makes them more compelling. Perhaps these people hear more than one story about your company and your brand soon becomes associated with exceptional service. The next time they're in need of your product or service, your company is the logical choice. Once they experience that level of service for themselves, the cycle begins again.

Of course, these days, people don't just tell their friends and family - they tell the world. Blogs and social networks are like big bullhorns that have the power to spread a story to millions of people in seconds - literally.

WOM marketing is often referred to simply as "buzz." What company doesn't want to generate positive "buzz" for free? Of course, it's also worth noting that exceptionally poor service has the same effect. These stories spread even faster than wildfire!

How to Create Positive Buzz

One company provides a perfect example of how exceptional service and WOM marketing can help build a brand and launch a company into near-mythical status: Our proud OA sponsor, FreshBooks.

A quick Internet search proves that FreshBooks has certainly tapped into the power of WOM marketing. Exceptional service stories abound on blogs and social media sites, and in popular online publications. Each and every story is worth passing on. They are all unique and they all have the power to generate "buzz." Here are just a few examples of the ways in which FreshBooks achieves this:

On Twitter:

The Twitter feed for FreshBooks is full of personality and humor. They don't use it as a tool to "sell" their product. Instead, they use it to connect with and get to know their customers and prospective customers. They even use it to provide technical assistance when needed. It's a real-time, effective and fun way to demonstrate the lighter side of the company and show the personality behind the product.

In fact, the folks at FreshBooks once noticed a "tweet" from a customer who was having a bad day (It said: "If you ask a girl out, don't stand her up. Not appreciated.") The sweet reply ("We would never stand you up") would have been enough to secure FreshBooks' spot as the nicest company on Twitter. But they went a step further and sent the girl flowers. Yeah. That's how you really make an impression.

In Person:

Known as "The FreshBooks Supper Club," the company has a tradition where employees who are traveling on business host dinners for local customers and influencers. In a single trip where employees drove an RV between conferences in Miami and Austin they met 1500 customers over ten days.

On the Phone:

Check out the FreshBooks website and you'll notice the big, bold telephone number posted on every page. While most web-companies do their best to avoid direct interaction with clients, FreshBooks revels at the opportunity to hear from their cherished patrons. It's a company policy that everyone - yes, everyone - in the company spend the first few weeks of employment just answering the phones and getting to know the customers.

In the Culture:

FreshBooks promotes the "4E" concept - Execute Extraordinary Experiences Everyday. Employees are always on the lookout for an opportunity to exceed expectations. Talk to anyone at FreshBooks and they'll tell you that they're in the service business. Yes, they sell a product - an online application for invoicing and billing. However, Mitch Solway, FreshBooks' VP of Sales and Marketing, says, "We don't anchor our business solely on the features and benefits of the application itself...the currency of our business is relationships."

This kind of approach to customer service is unusual, to say the least. By engaging in such "customer-centric" activities, FreshBooks has built a reputation for creating brand fanatics. WOM marketing is a major contributing factor to the company's growth. With over one million new users since May of 2004, FreshBooks is certainly reaping the rewards of their customer service efforts.

Show your company how to tap into WOM marketing through exceptional service. Share the success stories of FreshBooks and implement similar strategies. Isn't it time to upgrade your service? Why settle for ordinary when you can be extraordinary?

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