Customer service is one of the most important, and yet often one of the most under-appreciated aspects of business today. While many tend to look at customer service as the collective of expendable minimum-wage register jockeys taking up space in the front of the store, proper customer service can often make the difference between a sale and a disgruntled customer.
The folks behind WhoHow.co, a group with nearly two decades of marketing experience, are out to change that up by joining a global initiative to get companies to start responding to negative customer service reports.
WhoHow.co may still be getting started, but at its fullest, users will be able to launch a series of customer service-related functions, from discussion groups to focus groups to polls and blogs and beyond – all around the common theme of making businesses more accountable for issues related to customer service.
What this is expected to do is not only draw in users who have stories to tell about customer service at a business' locations, but give the firms a point from which to make effective improvements.
Right now, businesses actually have something of a tough time with this concept. It's not so much that businesses don't care about customer service, but they simply don't know about many of the problems.
Yes, the role of social media has certainly given a platform for users to voice their concerns about customer service, but social media in general is leaning toward the heavily saturated. It's hard to spot one specific complaint about cashiers at the local deli in the midst of an array of conversations about what the new baby did yesterday or someone's photos from a concert on Saturday.
This is where WhoHow.co comes into play, providing a social media outlet specifically related to customer service issues. A place where the power of a group balances out experiences – one person may have a complaint, at which point several others will assert that they have no idea what the complainer is talking about. But then again, one with a complaint may find a breadth of individuals who agree.
This allows companies to better spot one malcontent who got in on a bad day who can be potentially mollified with promises and maybe a discount on purchases and a potential trend in the brewing.
The folks behind WhoHow.co, meanwhile, are said to believe there's a gulf of disconnect between businesses and customers, and customers don't really have much of a platform from which to take businesses to task over bad customer service. By the same token, there's also not much of a platform to call attention to the best customer service – a practice that could also use some modification.
With WhoHow.co, though, a focus can be had that cuts out the background noise and makes it all about the customer service, giving businesses a better picture of what's going on and giving customers a place to make their feelings known.
How far WhoHow.co will ultimately go remains to be seen, but it's a safe bet its demographic will welcome the tighter focus it can provide.