Customer Service Marketing: A Case Study + Four Tips

How a Windshield Repair Gave Me a Fresh Perspective on Client Service Last week, customer service, both good and bad, seemed to be a running theme in my life. During a brainstorming session with one of my PR clients, I was asked if we had been pitching story ideas to customer service publications. Given that my client is not in the customer service industry, I said no because we hadn’t approached those specific media outlets. He further explained that given their initiatives to improve client experiences, he thought it was a viable angle. We ended the call and I was

Safelite ThinkBelle.com

Safelite ThinkBelle.com

How a Windshield Repair Gave Me a Fresh Perspective on Client Service

Last week, customer service, both good and bad, seemed to be a running theme in my life.

During a brainstorming session with one of my PR clients, I was asked if we had been pitching story ideas to customer service publications. Given that my client is not in the customer service industry, I said no because we hadn’t approached those specific media outlets. He further explained that given their initiatives to improve client experiences, he thought it was a viable angle. We ended the call and I was left thinking:

  • Why didn’t I think of that? and,
  • I’m actually in the customer service business too.

Even though I know the above to be true, I do not view my day-to-day work through the same lens as customer service. To further drive this point, last week I had more customer needs and experiences than I would normally encounter. These situations were thought provoking.

One example, was that my windshield got cracked, so I had to work with my insurance company and the glass repair company to get it fixed.

Four Tips to Elevate Client Experience

After each of my customer experiences, I reflected on what I liked and didn’t like about the interaction and how these likes/dislikes apply to my work in PR and with clients. By far, my best customer service experience of the week was with the Safelite technician who fixed my windshield and here’s why:

1. Promptness and communication.
Safelite came to my place my business to fix my windshield, which was terrific. The technician called when he was 15 minutes out, which was at the very beginning of the multiple hour window I was given. He communicated the process, how long it would take and what I needed to know.

2. No pressure to make an unnecessary purchase.
After looking at my windshield, he told me I really needed a new windshield. I made it clear that I was not planning to purchase a new windshield that day, so he made the repair work! He said it wouldn’t be perfect, but I’m happy with it.

3. Follow up.
Following my appointment, I received a survey from the company about my visit and asking for any suggestions on the service and process.

4. Appreciation of my business.
Before the technician left, he said ‘Thank You.’ Seems like a given, but not everyone thanks you for your business. AND, I received a free car gift and so did my friend who was with me at the time.

My needs were met in a timely fashion and I was more than satisfied with the service. These four principals (and several others) are key to any customer or client satisfaction, whether you’re in the windshield glass repair or marketing/PR industry.

In the rush of day-to-day business, it can be easy to forget these basic motions of client satisfaction. By thinking a little bit differently about the work being done, I’m thinking harder to ensure these principals are a part of my daily client communications. How do you keep your perspective fresh?

Belle Communication

Belle Communication is a woman-owned and led, nationally awarded and top-ranked digital PR agency that helps brands unlock the power of influencers. The firm serves the CPG, retail, restaurant, tourism and B2B industries, and has partnered with more than 80 brands including Dearfoams, Nestlé, Jeni’s Splendid Ice Creams and Nationwide Insurance.

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