Impersonal Personnel

A reader emailed this unique customer service issue to my attention:

The reader's first complaint was, after spending innumerable hours writing, editing, and tweaking their resume (I am referring to the paper or electronic file that describes your life's history in the work world.) and the prospective company's Website, they are asked to submit their resume, and a cover letter, AND fill out an application! The application usually asks for the exact same information described in the resume!! (I have also experienced similar frustrations when applying for college teaching positions. If anyone has ever applied for a position at a institution of higher learning, then you know how tedious it can be. I have spent up to two hours online applying for a college job. I have been told that similar lengthy applications occasionally are required for jobs in the corporate world).

If you have applied for a job recently, you may have noticed that application procedures have changed in the last few years. Gone are the days that we perused the classified ads for the ideal position with a recognized or at least recognizable organization. In years past, we may have even dropped into the personnel office to inquire as to any job openings. Today, job seekers look through one of several hundred Websites (i.e. Careerbuilder, Monster Jobs, Hot Jobs, to name just a few), and jump through dozens of hoops in order to submit an application. And what makes things worse, in the past you competed with local applicants, now hundreds of others may be applying for the same position from across the globe.

Now, here is where the customer service angle comes in: my reader's second complaint is, in more cases then not, they may NEVER receive a response from the organization to which they have submitted their life story. Job seekers sometimes spend hours massaging their letters to the Human Resources (HR) Director, and meticulously editing their resume to show how their vast experience matches the specific (and sometimes seemingly endless) list of job requirements. Then the candidate waits for a response, sometimes for months, and receives only silence.

In this day of computers, MS Word, instant messaging, high tech Web devices, and company rooms full of computer geeks, it would seem to this observer that it would be easy to create a form letter (a personal letter would be even better) that automatically goes out to the job applicant informing them that their resume has been received. Also, a letter should be sent to those unfortunate applicants who applied for the position, but were not considered. This may not seem like customer service in the purest sense, not internal customer service, nor external customer service, but think about it; doesn't this seemingly lack of caring about job candidates taint the organization's image? After such an experience the applicant may be left with a feeling of disillusionment believing that either the job posting was either a sham or they would not work for a company that treats potential employees with such disrespect. They may think,"I am glad that company never called. They must treat their employees in the same impersonal manner".

Before leaving the corporate world, it began to become obvious to me that HR had less responsibility than they did in the days of the Personnel Manager. Most of what was once required of HR (employee insurance coordination, hiring, attendance, employee disputes, and payroll) has been automated or outsourced to the point where the HR department is slowly disappearing from the corporate landscape. Now, I have had wonderful relationships with several HR managers in my life, and maybe I lack knowledge regarding the demands placed upon today's HR departments, but it would seem that the HR director or generalist would welcome the chance to help the corporation's image through the hiring process.

By replying promptly to those who wish to become part of their company, HR could say much more than just the words in messages they write to candidates. Corporate leaders, as well as HR personnel should always be aware of how the outside world observes them. After all, applicants may be potential customers.

Let me know your thoughts on the subject. Thanks.

D.J.C.

No Recession for Customer Service

The current economic conditions have created a growing concern among many businesses, and also consumers. The specific causes for the downturn have been attributed to everything from the way banks lend money, to the weak U.S. dollar, consumer reluctance, or Mercury being in retrograde. Whatever the reason, good business practices and maintaining good relationships with customers by skilled customer service professionals are keys to thriving in growth cycles and surviving during slow periods too.

With help from San Diego's North Island Credit Union, here are some tips for businesses that wish to enhance their chances for long-term success, even in an economic recession. They suggest that you do these five customer-related things well:

1. Be Different. Krispy Kreme makes millions of doughnuts daily, yet, they have two small differences from other doughnut chains - First, they replaced walls with glass so children and parents alike could be amazed by the automated doughnut production. Second, every customer is welcomed with a free, fresh doughnut hot off the line!
2. Nuture Sales. 80% of your business comes from 20% of your customers. Find ways to thank customers all year. Personal notes or emails are good, or introducing frequent buyer and referral incentives.
3. Create Sizzle. Avoid peaks and valleys caused by too much focus on the day-to-day business. Embrace a marketing plan that combines strategic and frequent advertising buys with ongoing public relations, special events, direct mail and email promos.
4. Stick to It. Define specific actions for each week. Qualify potential customers. Communicate value. Refine your offerings and keep building relationships.
5. Be Prepared. Keep good records and perform against the plan that enabled you to secure your first business loans. Include a data base of customers so you do not lose touch with your greatest source of income - the all important 20% group.

Even in tougher times, the customer is still King and Queen.

D.C.

In Service to Family

Dear Readers,

In the last few months I took a vacation from writing this blog.  I am sorry to anyone who tuned in to read the latest post and saw nothing new.  Since my last post, shortly after the San Diego 2007 firestorms, my life has changed.  Don't get me wrong,  I am still very passionate about customer service, but now that I am no longer a single man, I look at each day as an opportunity to service my family as well as the strangers I have always served in the past.

Life is short ladies and gentlemen.  I wish that we could all treat each other with compassion and consideration - in service to each other.  However, I have learned that family (spouses in particular) come first.  I have made many mistakes concerning my family members in the past and I vow to never make those mistakes again.  My campaign to make the world a better place to live through better service to each other will never end, but my priorities have been shaken and now permanently re-arranged.  I now look at life through two pairs of eyes - and it looks great!  These are of course the words of a man in love.  In love with my wife and now with my life. 

Please stay tuned.  I am re-inspired!  Thanks for reading.

Don