Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Delta: Why Your Customer Service Training Won’t Work
Posted on February 9th 2011
If you fly in the USA it won’t be news to read that Delta’s airlines has low ratings on customer service. How are they going to fix the problem?
Read Scott McCartney’s recent article in the Wall Street Journal, Delta sends its 11,000 agents to charm school. Scott summarizes the depth of despair and anger among Delta’s customers and a few of the key points to better customer service. Here is the five point plan:
The Lesson Plan
In its training program, Delta emphasizes these five ways to ‘wow’ fliers with customer service:
- Make it personal. Focus on the person in front of you, not the long line of people. Greet each one memorably.
- Be empathetic. Put yourself on the other side of the counter.
- Listen, ask, listen again. Customers tune out routine announcements. Agents tune out customers.
- Solve together. Involve customers in solutions by offering choices.
- Be there. It’s a lot easier to check out than check in. ‘If you don’t remember your last three customers, you are just processing,’ said Delta facilitator Michael Hazelton.
I’m sure it’s a well designed training program, but I have to tell you, Delta…
It’s not enough!
Yes, this will initially drive some awareness and good intentions for behavior change among customer facing personnel, but you and I know that isn’t a sustainable solution without working the underlying issues. What issues, you ask?
Management needs to balance the demand for better customer service against the many other logistics of running a labor intensive business where the greatest pressure is to better manage cost. How will you do that and still protect customer service?
Executive leadership has to see this as a long-term differentiator to the business, not just a temporary charge against this year’s P&L statement and something to move 11,000 people through as fast as they can. What is your plan beyond ‘fixing’ the customer service personnel?
I want to know, Delta, how will you ensure the training can be put into practice, how will it be reinforced over time, and how will you reward employees who excel at customer service?
W.Edwards Deming once said, “Only 15% of the problem is due to people skills; the other 85% is due to the system”.
So please tell me, Delta, what you are doing to address the other 85% of the problem?
Where do you think Delta should be spending it’s time fixing its customer service problem?