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CUSTOMER CARE / 8

Feelings Affect Financials

In recent years there’s been an influx of affordable laptop and tablet devices entering the market. Huawei, one of the

In recent years there’s been an influx of affordable laptop and tablet devices entering the market. Huawei, one of the largest tech companies in the world, is a relative newcomer in this space.

Huawei makes great devices. They have the specifications, design, and construction quality that mid and high-tier consumers expect. What they lack though is a strong retail presence outside of Asia, despite distributing their devices in many key markets.

You could purchase a laptop from Huawei and have a great time using it, but what happens when something goes wrong? You could try to engage in the warranty process with a local distributor, but there are no bespoke Huawei stores in sight.

How does a Huawei customer feel when they need after-sales support? Most probably disappointed in the majority of cases.

Apple looked at this problem - and the opportunity - years ago and started building stores around the world, while also partnering with local companies to create authorized service centers. In most major metropolitan areas, you can walk into an Apple store, get personal service, and walk out with a solution to a problem or answer to a sales question.

How does an Apple customer feel when they need after-sales support? Valued, and that gives Apple a huge advantage!

Look at the Forbes list of the most valuable brands in the world. Apple tops it and does almost every year. Their focus on customer experience is working.

What Are You Doing to Differentiate?

The customer experience you provide is something that you have direct control over. Following up on complaints is a choice. Providing self-service options and online knowledge bases is a choice. Ensuring that a customer is fully satisfied, and not just meeting your own internal targets, is also a choice.

Choose to be different in your industry. Great customer service is not just about you. It’s about how the customer feels when they walk away from every interaction.

As the American poet, memoirist, and civil rights activist, Maya Angelou, once said, "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Make 2020 the year that customer experience drives what you do.