Focusing on customer service

By Marilyn Helms

December 18, 2008 01:28 pm

— Editor’s note: This is part one of Marilyn Helms’ column on a customer service project by her quality management class

This semester’s Dalton State College quality management class contacted businesses about a poor quality product, a less than optimal service experience or to comment on a positive experience. Students kept a time line and record of all correspondence. The final part of their assignment was to send a registered, certified letter to the chief executive officer of the company explaining the situation and project and offering suggestions for improving the complaint and customer feedback process. The student’s end-of-semester projects were indeed interesting. We learned most companies’ handling of external quality failures has room for improvement.
Technology. A student’s low cost computer was less than a bargain when it repeatedly froze and lost his work. After the first repair and the expiration of the warranty, the problems resurfaced. The company did not issue a recall for the model but has lowered the price in the marketplace. Another student experienced problems with an office equipment vendor’s help desk for computer support. The service representative gathered her information and placed her on hold for more than 20 minutes. The second-level service personnel did not return her call and the third attempt resulted in a 20-minute on-hold time before she was assisted. The employee at the help desk responded that there were not enough representatives to answer all the calls.
A computer power cord caused another student distress. This battery charger for her computer failed and was replaced within the warranty period but the return instructions from customer service and the Web site were not clear. In class, we discussed the design of the cord bending as it leaves the back of the computer as a possible reason for the repeated failures.
Shopping experience. A student’s bookstore shopping experience was cut short by the loud, offensive and inappropriate background music. It caused the student to leave. The supervisor for customer retention in New York responded they would review the music selections to ensure the appropriateness for their retail environment.
While paying at the self-service checkout lane, my student requested cash back. The design was different than she was familiar with and she exited the store without retrieving her cash. She immediately called the store and talked with customer service but was not called back until several hours later. The security tapes were reviewed and her money was found and returned. We discussed having a message on the check-out screen or a light to remind customers to take their cash.
Insurance and banking services. A student paid her insurance policy by check at the request of the agent but the agent drafted her bank account for a different, additional amount. The office staff couldn’t help and mentioned they didn’t open the agent’s mail and referred her to the agent. After several call and letters, she received a letter from the branch manager and a two month waiver of her premiums; however the branch manager asked she not write the company chief executive officer about the issue.
A student renewing an existing bank certificate of deposit in person later noticed the terms and interest rate was much lower than originally stated. After e-mails and visits, she finally reached a bank representative who took several days to resolve the error and did not apologize for the mistake but indicated she’d done extra work to help the student with “her” problem.
Restaurants and drive-thrus. One fast-food drive thru combo meal was missing the French fries. Several attempts to contact the owner found him unavailable and the student’s calls were not returned.
A second student was feeding a large group of his family and friends only to discover 48 of the 60 sandwiches he ordered were missing some or all of the standard condiments. He complained via the Web site and was contacted by a district manager who replaced the meal and mentioned a guest store manager was working at the restaurant on the day the problem occurred.
Yet another fast food charged a student $10.04 for her $4.04 order paid with a debit card. When she later noticed the problem on her on-line bank statement, she returned to the store for credit but no manager was available. After two calls she reached a manager who asked for her receipt which she no longer had. She was asked to print her bank statement and return to the restaurant for credit.
A student’s first visit to a local dinner house restaurant netted him a free dessert but when he noticed he had been charged for it, the waitress issued a new bill. When later checking his on-line account, he noticed both charges were shown. He returned to discuss the problem with the manager who was busy but sent him a free soft drink while he waited and then apologized and gave him a free meal for his trouble. The extra charge was not on his bank statement.
A late night meal was found to have napkins spotted with blood with the food order and the student noted none of the employees were in standard uniform. He didn’t eat the meal. E-mails to the company netted only an apology.

Marilyn Helms is a business professor at Dalton State College.