This is the third of a four-week series on how to make customer service your most effective community broadband marketing tool.
Last week I talked about the tech prep needed to get your customer service house in order and increase your odds for community broadband success. This week we should talk about the business communications prep that’s also needed. And as I’ve said repeatedly, this work starts long before the network launches.
To turn customer service into a righteously awesome marketing tool, you need a creation orientation rather than a problem-solving orientation. Much of broadband is driven by the latter. “We have a problem – broadband sucks. We don’t have enough money. The cable guy is always late. Subscribers are on hold for an eternity. Customer service becomes endless exercises in conflict resolution. It’s difficult to be proactive in this type of environment plus you miss many of the marketing benefits customer service could produce.
Conversely, using a creation orientation enables you to make something that bigger, better, more awesome than what has gone before. Applied to customer service, rather than focus on building a faster “problem-solving” operations, how about creating an organization-wide culture of service that’s frequently ahead of customers’ wants and needs. Subscribers look forward to working with you rather than dreading the call.