"Were you happy with the pizza,Sir" asked the Pizza Corner customer relationship exec over the phone. "The Pizza was fine. But took almost an hour to be delivered"."Sorry Sir, but we don't 'penalize' our delivery boys". !..no make that !!!!...(conversation continues)...."And it would be great to have mustard sauce sachets with the delivery"..."sorry sir, we don't provide that"......
The question is, Why the hell did she call me up???? 92% of the customer care execs (or some such big chunk) around the globe are just making calls because it's their job..they get paid for it. And the norm demands it.
Perhaps they are not to be blamed at all. Each 'goodfornothing' CC interaction speaks of the organization turning human factor into miming cultists. And perhaps speaks of it's appraisal system resting on several such procedural calls and other routine'ry performed to the detail.
Point: The customer is the one step shop for ideas pertaining to consultancy, marketing, advertising, branding, you name it. Instead of paying loads to "accredited" professionals to do the same, appraise your CC execs based on how many customer's ideas they get in.
Marketeers say, 'satisfying every consumer is impossible'. Bullshit. For every mustard sauce delivery request processed, thousands of mustard loving consumers get satiated at one go! For every 'unpenalized' delivery boy, the system stays the same to irk thousands more.
Put a chair. Sit across 1 customer. Ask him what all will 'absolutely' quell him. The minutest of descriptions. 10 customers later you would have sufficed 10 million.
Also: Put the name and if possible the photograph of the consumers who suggested the changes, on your website or message-board . Let all else see & know that they are a part of the organization rehab procedure.
Let your CC-Execs know that they are out there fulfilling and facilitating a greater role than just bleating bromidic verses,than just doing their so called jobs.