There’s a great level of customer service. It’s personal, human, helpful, and resourceful.
There’s a basic level of customer service. It’s quick, some times robotic, a bit repetitive, not always helpful.
And then there’s a shitty level of being human. It’s arrogant, pointless, definitive, and unaccountable.
People will only remember the first and the third. Up to you where you want to be.
Brand is not for your startup only if by brand you mean one of the following things.
A new logo.
A different color palette.
A TV ad.
A celebrity endorsement.
A brand typography.
A cutting-edge website.
If brand instead is your story, the unique point of view you are offering, thought leadership content, reputation, then you should get started with that yesterday.
There is one important metric that should be considered in any report.
It’s the cost of what you have achieved.
Not only monetary cost – though that is always a fantastic way to start, that would immediately set you apart from the vast majority of people – but also the cost in terms of energy, in terms of time spent, in terms of forgone opportunities.
Adding the cost to your reports can very much give you a clearer picture of how effective your work is.
It’s surprising how many teams are not aware of how much their achievements cost.
Customer service is more than answering customers’ questions and complaints.
A community of users is more than setting up a forum where they can communicate with each other.
Customer focus is more than interviewing your customers on a regular basis.
Customer experience is more than asking customers how likely they are to recommend your brand.
And yet, that’s where most companies stop.
To promote a new grocery delivery service, you can talk about how fast it is, how easy to use it is, how convenient it is.
Or you can build a community around unique recipes, with ready-made ingredient packages available for purchase, a weekly menu-planner that takes allergies, calories, habits, and personal preferences into consideration, and some way for the users to contribute (pictures, comments, own recipes, etc.).
Of course, if you can leverage both, that’s fantastic.
But things like fast, easy, and convenient are easy to copy.
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