A little while ago someone tweeted me to say that ao.com’s customer service was really good. Me being me tweeted something like “I bet I could find fault!!!!” Next thing I knew I was being invited up to Bolton from London to see round the place for myself. All my train tickets and accommodation were sorted and off I went. In the meantime the Post Office didn’t pick up the tickets to send me. Quick as a flash I was telling them what to do to get some money back but I don’t think they needed me to tell them! James, the Customer Services Manager gave me a tour round and have to say I was impressed. One of my Top Ten Tips for companies about preventing complaints in the first place is about ensuring that staff are well trained, equipped and looked after. Look after your staff and they will look after your business. It’s common sense and appears to be the CEO’s ethos.
How does AO look after staff?
Now, frankly, free chocolate always available has got to be a winner in my book. They keep it in the fridge though which is the wrong temperature for chocolate and I wouldn’t want to wait for the chocolate to reach room temperature. (Told you I would find a fault, took me ten minutes.) But actually they do do more than that. Days out, subsidised cafe, a Starbucks, with hairdressers and therapies and a bar to come….! The days after I went a member of staff tweeted that they had a massage at their desk. Not happy about that either, they could have done that when I was up there! There’s even a team dedicated to organise this stuff! “Creator of Happiness” is the job title of one member of staff. The Daily Fail would call that a Mickey Mouse job title. She and her team spend all day cooking up ways to make staff happy and enjoy working at AO. I’m sorry, but this is not rocket science. It is obvious that if staff are looked after they look after your customers which means they pay money and stay loyal and spread the word. Yeah well common sense is seriously lacking. As you may have seen on the picture on my Facebook page “Common sense is not a flower that grows in everyone’s garden”. Many companies could learn from the continuing success of AO.
They train staff for 8 weeks before they are really let loose on customers. That’s more than most customer call centres methinks. Nice that the call centre is in Bolton and not India too. Staff are supported if it is felt that they could do something better and staff turnover is minimal, again saving costs! Interestingly, their HR department is small, another saving.
Staff are put on a Performance Improvement Plan if their customer service needs support. This focuses on call quality, effectiveness and feedback levels, key areas in customer service. I met one member of staff who had been on this and spoke highly of it. Rather than seeing it as a method of getting rid of poor staff he said he had learnt a lot from it and was really glad he had gone on it. That’s the theory behind such schemes in the Public Sector but they don’t work as well funny enough…
AO is the 4th (second year running) best place to work in the UK according to The Sunday Times. But although I could be tempted to work there if I actually liked people, I couldn’t. Too many happy smiley people. Before going freelance I worked in the public sector, all this smiling felt a bit alien to me. That and having to be nice to people complaining, being idiotic and the like. *shudders.
Met the CEO. I liked him. (I know, it’s a rarity but it happens). Why? Well firstly anyone that says publically that they would rather stick pins in their eyes when asked to meet David Cameron because he has no interest in meeting a politician who does not care about making things better for everyone and not just the rich, is of course onto a winner with me! I bet Phillip Clarke from Tesco has/would. But then Clarke doesn’t respond to customers because he doesn’t care about them, only profits. A foolish short sighted approach but then you know my thoughts on Tesco! The CEO of Currys of course is one of Cameron’s mates. See how happy their staff are! (just Google “Unhappy Currys staff” you don’t need links from me!) Compare that ignorance and contempt for staff with John Roberts who invited me up to Bolton, paid for the travel and hotel (I reviewed on Trip Advisor!) and spent over an hour with me. Could have chatted for ages especially about the foolishness of this Government in not putting money into preventative services for children and young people which costs dearly later but that’s another post…! Compare Clarke ignoring his customers so much that they end up taking Tesco to court with John’s approach. When I went into John’s office there was a pile of letters that he was signing, personally. A couple of apologies following up complaints and loads saying thank you to people, staff and customers. He certainly feels it is important to treat each customer individually. The company empowers staff to make decisions regarding how to resolve complaints and believes that the customer is always right. Not in that trite ridiculous way but they do do what the customer wants to have any issues resolved. Dedicated staff in all areas with good internal communications (yep that other thing I keep banging on about) means that they get good comments on their Facebook page. Unlike certain other retailers….
The cost of ignoring customers
Quite a fresh approach. Like I said, it’s not flipping rocket science but it is rare in my experience of being a customer…. It’s obvious and common sense to me. Why? Simple. When I complain and don’t get results I escalate. Now when that escalates it has cost the company far more than if they had just dealt with me properly in the first place. Let’s take Tesco as an example (Surprise!) In my case which led to taking Tesco to court, the first few emails were responded to but then they didn’t honour their promise. I involved the Twitter team. Nice people, they tried but poor internal communication lack of training and empowering them meant that they made the situation worse. I only wanted my money back that they had promised to give me! Off to court. Their legal people got involved, made an offer, I refused more legal people time. I won. I wrote up the post it’s there to stay. How much did that cost Tesco? In real terms far more than if they had just paid up in the first place. Look around the blog and you will see lots of examples of my contacting a CEO, sometimes this gets passed down to the Executive team (happens in Tesco sometimes if it isn’t ignored) sometimes as often with Sainsbury’s, the CEO responds. Isn’t it obvious to a company that that costs them more than if staff at the frontline were equipped to deal with complaints properly? I’m loathe to say this at risk of people trying it on with AO, but they even pay out when it is doubtful that then customer is telling the truth. This would irk me I have to say, “IT’S THE PRINCIPLE OF THE THING” I would yell! But you can see the reasoning behind it. A low percentage of people are dishonest so therefore a low percentage of paying out. Very few complaints get escalated leaving the more senior people to get on with other things.
(Well, currently putting together a few questions about irons sent from someone with a different name and I’ll be testing knowledge, with any luck I’ll be able to complain about something). So far it would appear that in the North “pants” are ironed…
Back at the nearby hotel I had a lovely meal thanks for asking. The view was wasted on me though but the food and drink wasn’t!
I emailed James and asked for the emails of everyone I had met so I could thank them for their time. He wouldn’t give me John’s email. Some things are still the same whatever company you look at. It was of course no matter that I didn’t get the email address from James. I sent my email directly to John later that day. Obviously. I am The Complaining Cow after all.