Customer Service matters even more in a difficult market

My wife and I order a fair quantity of casual clothes from Craghoppers.  We do this online, and it never goes smoothly when stock levels are low.  You see the stock control system and the web based sales order processing system are not real time!  Yes, their service agent has just confirmed for me that the systems are linked by a batch update process!

This means that 143 of us can place orders for the last remaining pair of ladies lined Kiwi trousers in Earl Grey and that only one of us will receive it.  And the despatch note/invoice then says "Temporarily out of stock" for the rest of us.

The thing is, unless we call them on an 0870 number (giving them a little extra profit) we don't find out if the item will ever be sent.

Come to that the agent had no idea either, since "this is in the early stages" and "you'll probably get them by the end of next week."

But I have another gripe, too.  They market their Customer Service Line as open at 0830.  And at 0832 it was giving me some kind of ability to record a message, not to speak to anyone at all.

So what should they do?  What should anyone do who wants the edge over their competition?

Simple:

• Be available when you say you are available.  Open the lines a minute early.
• Say with precision on the invoice what will happen to an out of stock item.
• Integrate stock control with sales order processing.  Allow me to decide when I place the order if I'm happy to back order or if I am only satisfied if it comes now.

Oh yes.  And answer the calls with enthusiasm.  I was enthusiastic enough to spend my money, so they need to be enthusiastic about Customer Service.

How many times must we say this:  "Customer Service is Marketing."

Want to know how to run a decent Customer Service and Sales system?  Ask Lakeland.  They make you feel that they care.  And, right now, customers are what everyone needs.