If You Really Care, Own It!

Last week I cried. Then, I cursed. Then, I cried some more.
While working, I reached for my coffee. Then I heard that dreaded sound. I heard my phone fly off the desk and crash onto the tile floor. After the graphic language had stopped flowing freely from my mouth, I picked up my phone – only for the expressions to start flowing again!
Yes, my iPhone screen was shattered – for the second time this year. Fortunately, I had purchased Apple Care – an insurance policy that would pay the majority of the cost to replace the screen.

Since this is my lifeline to my clients, I dropped everything and made my way to the Apple Store. As usual, it was packed with people. Many of them there for the same reason. After about five minutes of searching for an available employee, I was approached by someone holding their iPad.

He asked what brought me into the store. I held up my phone and showed him my frowny Emoji face. He took my name and even noted that I had Apple Care. He then explained it was about a three-hour wait. I expected this and had brought work with me, so found a place to park myself.

Once an Apple Genius became available, I learned that my phone’s serial number had been stolen, and my Apple Care was no longer valid.In total, I spent about 18 hours over two days getting the glass on my phone replaced. I had the pleasure of working with nine Apple Store employees and two customer service phone representatives.

What if, the process at the Apple Store had looked more like this?

  1. I (the customer) walk into the store looking for help.
  2. A representative approaches me (the customer) and asks what I need help with.
  3. When asking for the person’s name, the agent also gets the serial number for the device needing repairs.
  4. This information is entered along with my (customer) name into the iPad. Any unexpected issues that may exist are discovered and resolved before any wait time.
  5. The representative remains the central point of contact throughout the entire process. Connecting me (customer) with the necessary people and departments through the final resolution.
The lesson we can all learn from this experience is to provide due diligence at the beginning of the client’s experience. This means taking ownership in the beginning.
Regardless of what your role is within your Agency – Account Service, Creative, Traffic, or answering the phones – take ownership in all the experiences you encounter. All it takes is one or two simple questions up front. For example, you can always ask people who approach you how you can help them. Alternatively, you can ask if there is something you can do to make their day better. The point is to take ownership in your interactions with others and demonstrate your concern for them and a positive outcome for them.
The result is an improved experience for everyone involved – especially your client.

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