Bill Emerson is the CEO of Quicken Loans, a company that's currently ranked three years as the best in customer service for mortgage originators. It should be no surprise that he has a few ideas about what makes a particular company successful in this area. Speaking to the New York Times recently for one of its "Haggler" pieces, Emerson outlined the particulars of a defining trait in good customer service: a genuine sense of humanity. According to him, fostering community among employees at a company is vital.
"If you don't create a culture at your company, a culture will create itself," he said. "And it won't be good. I sometimes hear people say 'We don't have a culture at our company.' They have one. But if it hasn't been nurtured, if no one has spent on any time on it, you can assume it's the wrong culture."
The proof seems to be in the pudding. Not only has the company topped the ranks for its industry, it was also highly rated for each step of the loans process, from approval to closing. Online customer services at any company can perhaps consider pursuing similar standards, even if it just interacts with its customers over the internet. For example, that same Haggler piece also described a test of Quicken's skills in this area in which a complaint submitted through Twitter was promptly addressed by the company.
Your website customer support can be as active as this in seeking to correct potential causes of dissatisfaction, and turning to skilled professionals in outward facing customer services can be one means of making sure this occurs.