general-electric_GE_Are you an advocate for your customer?

I just ended a call with a GE Client Relationship Advocate. I have a broken GE microwave that I just purchased last year. So I call 1-800-GE-CARES and as I’m dialing, I’m thinking, let’s see if they really care. Like most call centers, I reached the automated attendant (virtual receptionist). I was asked to input my serial and model number to check if my warranty was in tact. Then it happened, I received the first piece of bad news, My warranty has expired. I moved on from the auto attendant to a live representative so I can flex my dissatisfaction.

Before I started to punch him in the ear, he directed me to a Client Relationship advocate. The relationship advocate’s job is to ensure the customer feels like GE did the “right thing” in terms of solving the problem from the customer’s perspective. At this point I’m a bit pissed off for three valid reasons from my perspective:

1. I had trouble with my previous GE microwave (same model – GE subsidized the replacement)
2. My warranty just expired two months ago on the second unit
3. The service rep stated that it will cost $100 + parts to repair the microwave (I wasn’t feeling this news!)

Waving a crow bar in the air, I calmly shared with the advocate that I owned numerous GE appliances, and I’ve been drinking the GE “Kool-Aid” for decades. I asked him to quickly search the database for my previous issues. After he digested the disparaging data within my account, he acknowledged that I should be upset. With a smooth, soothing voice the GE client Relationship Advocate confidently assured me that he would do all he could to resolve the problem. He requested that I hold on for a few minutes to figure out the best approach. After returning, he stated that I would NOT need to pay for the repair and he issued another warranty for the appliance. I was pleased with the outcome so I put the crow bar back in my toolbox.

If you think about it, a customer advocacy program is seeking to acquire mercy. If the GE advocate did not give me a reason to stay with the GE brand I would have ripped down the microwave and replaced it with a competitor.

Below are 4 things to ponder regarding customer advocacy:

1. The customer is seeking justice the advocate is seeking mercy
2. The advocate must view the situation through the eyes of the customer (empathy)
3. Negative or positive, the customer will have a story to tell and the advocate has some power to influence that story
4. Positive stories fuel referrals
4. Depending on the impact of that story the company in question may lose, gain or retain customers

Does GE really care? I have to emphatically say yes!

What narratives do you want repeated? What stories do you want your customers to tell?
What are you doing to gain and retain customers?

“Profit in business comes from repeat customers, customers that boast about your project or service, and that bring friends with them.”
– W. Edwards Deming