Big brand shows how to get it right.
**usual disclaimer, no affiliation with Regus, blah blah….**
For those who know me I am always wittering on about putting the customer first, especially in this day and age where brands no longer have iron clad control over how they are perceived.
As customers, we have our own set of responsibilities, so when things go wrong and I have to complain, I try to do so in a way that is constructive. That’s how I like to be treated, and I think it’s reasonable to give a company a chance to fix it.
We’ve been a customer of Regus for a few years now, as one of our offices is based in one of their locations. We use it regularly for our own meetings, and for those of our customers, as well as using it for events.
I would imagine their revenue from us would keep approximately half a member of staff employed for a few weeks, so they won’t be off to Barbados based upon profits from us anytime soon, but, as we know, in the new economy, what matters is how Ifeel about them.
Granted, we’re not a huge revenue, but as a customer I have many tools at my disposal, and a large network, where I could make my displeasure known. They have no way of knowing which customers have the inclination or network that would have an impact, so it makes good sense to keep customers happy, regardless of size of revenue.
Clearly, Regus is a brand that is listening.
Out of the blue we get an email from a member of staff, rather brutally informing us that our contract was terminated due to us not returning relevant paperwork, despite repeated attempts to get in touch with us to do so.
This was a shock on a number of levels:
- We’ve been a customer for several years, not several days
- We’d had no communications as far as we were aware
- They were still collecting our money
(Hey, I never said their processes were perfect)
As an individual I was horrified when I thought we were in the wrong, then, when I discovered we weren’t, annoyed and upset that this was the way they’d chosen to get in touch.
I know brand is important to CEOs, without it, shareholder value is hard to come by, and Mark Dixon the Chief Exec of Regus is no exception. He is an incredibly dynamic entrepreneur, and passionate about building Regus and having committed people on his team to deliver that growth.
So, dear reader, I emailed him.
Yup, and not only that, he replied. Within a VERY short time.
He promised to fix the solution, even though he was out on the road, and it was fixed, very rapidly. At every point I was treated with respect.
Other CEOs take note, don’t be afraid to talk to your customers, you more than anyone are the champion of your business.
I take my hat off to Mr Dixon, and the rest of the team that responded. For a global brand to respond in such a way shows a commitment to the customer that other brands should aspire to.
Charlotte Graham-Cumming is a Director of Ice Blue Sky, a Creative Agency that works with Technology companies to help them connect more effectively with their audiences.