Software updates are a part of life in this day and age, but they don’t always have to be painful. Case in point: during a recent update to my favorite writing software, Scrivener, a known issue popped up during installation.
How Scrivener Did It Right
Instead of having to google the error, hunt down the solution, and then follow a lengthy list of instructions to delete the appropriate file, Scrivener walked me right through the entire process.
First, it notified me of the issue — and that there was a simple solution. Second, the program walked me through deleting a framework file on my Mac through a short series of prompts that were so well-designed that they included buttons to “Open Folder” rather than telling me to hunt for it. The entire process took about 10 seconds, and then the install completed successfully.
I already loved Scrivener, but making this process so easy made me love it even more.
Learning from Scrivener’s Customer Service Performance
Here’s what we can learn from Scrivener’s performance.
Do Your Research
It’s no accident that Scrivener programmed this solution right into the installation itself. I stay on top of updates, so there was no lag time to my knowledge between users being affected and the solution being provided.
If you’re getting ready to introduce a new product or service, run through as many scenarios as you can to ensure all your bases are covered and that you know how to handle issues if and when they pop up. Not even the big wig companies succeed at this all the time (ahem, Apple Maps, anyone?), but the better prepared you can be, the better.
Develop Solutions and Make Them Easy for Customers
If you do foresee problems — even minor ones — develop solutions and make them as easy as possible for your customers. Ignoring the problem and leaving the hunt for the fix to your customers is a surefire way to engender their frustration at best and to lose them entirely at worst.
However, showing your customers that you care by responding with correct, quick and easy-to-use solutions can actually improve your position.
Admit When You’re Wrong
Now, because Scrivener did everything right in this case study, I’m going to point to the Apple Maps issue again. When the product came out and users found it to be extremely subpar and sometimes even completely wrong, CEO Tim Cook responded quickly with an apology, a promise to do better, and recommendations for other apps to use in the meantime.
It was a bold move that Steve Jobs probably wouldn’t have made, to be honest, but it created goodwill within Apple’s already loyal user base. No person is perfect, and neither is any business, but we can all make strides to turn less than ideal situations into opportunities.
Effective Communication is Key
If you’ve got a public relations problem on your hands, it’s important to make sure you respond to your customers correctly. There are plenty of corporate social media horror stories out there, so it’s worth hiring a professional to help you tell your customers the right story when there’s a snafu.
If you need help responding to your customers via your website, blog, email or social media, I can help. Let’s chat about how we can work together to help you and your business keep your customers happy and loyal.