Why am I writing about this? Partially to complain but mostly to use my challenges as an opportunity to remind businesses of the importance of customer service.

Customer Service and product quality affects Word of Mouth Marketing – how people talk about you. What they say affects how others spend their money. Every touch point with your company affects your reputation. Money follows!

I’ve been “listening” to what others are saying about the Mac OS X and have been salivating over their excitement about Apple products. Plus, you can’t buy a new PC with Windows XP. Who wants Vista? All of this “talk,” along with my personal experiences with HP, are shaping my opinions about how I spend my money.

My money is following away from Windows and HP. Let me tell you why HP sold me on Apple…

My HP Baby

My life revolves (almost) around my HP Notebook. It’s been my work and entertainment center for almost 2 years. I treat my HP like a child and in many ways love it.

I defrag, clean registry files daily, update for latest virus protection, and am on-guard against spyware. I buy accessories for it and ensure it’s decked out.

When my HP baby speaks, I listen. Our “conversations” go something like this:

• Oh, you want a Notebook Expansion Base? Sure!
• You want the high-dollar wireless mouse and keyboard. OK, you’ve got it!
• An Analog TV Tuner? OK, I’ll even spend more money each month to ensure you have your own digital converter box from AT&T. You are worth it!
• New clothes? Your 17″ widescreen format is too big to fit into my leather Couch briefcase, so I bought a new Swiss laptop carrying bag to clothe you.
• We are inseparable when traveling, but your battery runs down easily. So, you asked for a Combo Auto/Air AC Adapter. You got it as an early Christmas present last year.
• I love you enough to buy short-term life insurance for you, the HP Extended Services Plan for $259. I hope nothing goes wrong, but my relationship with you is co-dependent. I can’t take the chance I’ll loose you.

I don’t have children, so my computers (and my bikes) are my babies. My knees go weak when they ask for bling. Now, I’m considering a new child and new investment in Apple. My husband will adopt my tricked-out HP baby.

HP Customer Care

I have multiple service tickets on record with HP Customer Care. The experiences have left me screaming.

1. HP “doctors” were ready to help when my Windows XP OS had problems with Windows Explorer and Search/Find issues that locked up my OS. Two Customer Care reps researched and researched. One very nice guy “found” the problem in his knowledge base. Two hours later, he walked me through changes to the win.ini file, cleaned out the temp directory, etc. HURRAY! I could search for a file again! Three weeks later, the issues started again. The pain of the long phone call HP was too fresh for me to call again.
2. Memory error messages, inability to search for documents on the computer, problems with Adobe Flash. Symptoms persisted. I have received no answers or solutions.
3. Inability to install Microsoft updates. Unable to remove programs. This is too much! Can I find another 2-hour block of time to call HP?
   
4. My HP Notebook started pooping out while traveling, crying “Battery Critically Low.” At a recent SEO conference, it turned itself off when it was accidentally unplugged – notes lost. The AC Adapter was at fault. NOW it’s time to call the doctor, again. The next call was close to THREE HOURS! Yes!

Lessons Learned about HP

My baby’s life insurance, HP Total Care “award-winning” customer support, meant I was given a direct line to zap my energy and suck the breath out of my lungs and my work days.

1. HP Customer Care “receptionists” are from India - nice and pleasant but hard to understand. (It took three phone calls just to get past the rep who answers the phone in India.)
2. HP Customer Care “doctors” speak English. They do the best they can and are very friendly. They appear to really care, which speaks volumes.
3. HP accessories are not guaranteed to work. The mouse and keyboard that came with the Expansion Base failed twice. I returned them twice. The Expansion Base rocks and holds up great! I learned from a forum that failure of the mouse and keyboard is a common problem with the HP Expansion Base’s wireless accessories. I learned that if I really like the Expansion base, I needed to I forked out more money. I purchased the more expensive HP keyboard and mouse combo. Both left me stranded eventually, and I invested in Logitech.
4. HP Air/Auto/AC Combo Adapters may not have valid serial numbers. My power supply caused my baby to have travel woes. It wasn’t recharging the battery and only worked while plugged in. The robotic response I received was, “I’m sorry. Your batter is not covererd under extended warranty.” Calmly I explained this was not a batter issue. Finally, Customer Care verified my diagnosis. BUT, HP could not replace it without a valid serial number. I purchased it through HP Shopping telesales, and they had my records, which took a LONG time for them to find. I repeatedly heard, “I’m sorry, we cannot replace your device with an invalid serial number.” Four escalated phone calls later, the issue was resolved. I have a new travel adapter!
5. HP will not replace defective RAM. I have had multiple faulty memory calls. But since I cannot duplicate the issue for a rep to see, they do nothing.
6. HP is not responsible for the OS. However, they sold me this OS, and this is my 2nd call to HP with the same issues, which got worse. Why? An HP Customer Care representative told me to delete some files 6 months ago. OOPPS. That was the wrong advice. Maybe they shouldn’t give advice that corrupts a customer’s OS. I paid $259 for HP Extended Services Plan and a direct line for “help.” The Customer Care rep’s “diagnosis” actually corrupted my OS. Customer Care’s “prescription” to heal my HP baby cannot be undone. It was misdiagnosed and mistreated. I will have to backup all my files, restore the system, and reload my software. I heard it again…“I’m sorry.”
7. HP keeps their prices down by selling an incomplete version of the operating system. No discs are sent with each computer. Recovery, as a result, takes 6-8 hours. Fortunately, I ordered a dual-drive HP with the second drive dedicated for recovery which will reduce the time in half. It should only take 3-4 hours, now.  Oh, relief?
8. HP Customer Care representatives are very nice, say “I’m sorry” a lot. They do the best they can given internal phone routing problems with product, sales and customer support databases that don’t sync with each other.

When the latest rep apologized and explained my only solution was to reformat and restore my hard drive, my response was, quote:

“You have to be kidding? I’m going to buy an Apple.”
Silence.
“You’ve probably heard that before.”
More silence.

Why YOU should care about Customer Service

It’s imperative that every business owner evaluate customer service and how customers are treated.

• Are customer needs addressed professionally? Are they satisfied?
  
• Are knowledge bases accurate and current?
• Do databases talk to each other – sales, customer service?
  
• What will you do if your customer service reps give out the wrong information?
• How are your customer service reps trained to handle calls that fall outside “standard” policies?
• Are they trained to give robotic responses, or are they empowered to make decisions?
  

Money follows the answer to each of those questions.

Every touch point in your company affects your reputation.

More importantly, relationships with your customers are affected. Your reputation is on the line. It’s easier and less costly to sell to an existing customer than to acquire a new one. Why would you break your customers’ trust? If you do break it, their money will not follow. People will talk about you. Word of Mouth Marketing is a powerful force. It could be said,

“Money follows how the mouth speaks.”

I’m not spending more money on software for Windows or on HP computers or accessories. I will miss my baby, but my “relationship” with HP has been soiled. Now you know how HP sold me on Apple.

Did the conference go to the “Dark Side” with Black Hat SEO?

Should there have been more advanced topics?

Was there enough White Hat SEO discussed?

The 2008 Advanced Search Marketing Expo also delivered a fast-paced, action-packed venue of topics and opportunities for networking with top-notch performers who specialize in organic Search Engine Optimization, Paid Search and Web Development.

Who won the “SMX Advanced Awards” depends on your preferred type of Search Marketing entertainment. After all, those who wear a Black, White or Gray SEO Hat are all part of the the WWW media production. If we’re not the lead role at a Search Marketing Agency, we are In-House SEOs acting as supporting actors and actresses, Copywriters developing keyword-rich scripts, or Link Baiting Publicists.

All “blockbusters” generate conversation. SMX Advanced generated a lot of talk…and talking, we have been. You can view a snapshot of Twitter conversations about SMX+Advanced on Summize (shown right).

Post SMX Advanced, critics reviewed the Seattle ‘08 production. The reviews may have generated more controversy than the conference. A lively discussion about The Dark Side was held on Bruce Clay’s blog, lead by Lisa Barone (an eloquent writer and critic). Danny Sullivan, the Producer and Director of SMX Advanced did a great job responding to the SEO controversy and demonstrated good Online Reputation Management skills.

SEO Hat Color Selections

SEO performers, Search Engine Optimizers, often refer to their trade of building organic traffic as White Hat, Gray Hat or Black Hat. Each Search Engine Marketer needs to determine what color hat they are going to wear to each WWW production. They may choose to wear different colored hats for different types of shows they attend.

SEO Definitions

Wikipedia says…

“A white hat is the hero or good guy, especially in computing slang, where it refers to an ethical hacker that focuses on securing and protecting IT systems.”

• SEO defined by Wikipedia:
  • “Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results for targeted keywords.”
• Accepted White Hat practices: Google Webmaster Central Guidelines lays out SEO guidelines accepted by the search engines.
• White Hat vs. Black Hat: Wikipedia explains the chasm between accepted and unaccepted SEO strategies.
• Gray Hat: Couldn’t find a good definition, to paraphrase: Slightly sneaking SEO that doesn’t break the Black Hat laws.

Choose White Hat SEO

SEO Hat colors come in White, Black or Gray. Most shows require white!

Most Search Marketers only have white hats in their SEO wardrobe. However, gray and black are the color of choice by a few who work in highly-competitive circumstances or with a company not worried about loosing its reputation.

Who Won at the SMX Advanced Awards?

The Search Marketing industry as a whole won! It was the best conference I’ve attended in years. The majority of the sessions I attended discussed White Hat SEO techniques and strategies. Discussion of Black Hat SEO actually proved entertaining and informative. These scenes in the SMX Advanced movie will be edited out, however.

You can read for yourself. The following sites provide PlayBill or ClifNotes versions of each session:

• SearchEngineLand: SMX Advanced ‘08: Day 1 Recap
• SearchEngineLand: SMX Advanced ‘08: Day 2 Recap
• Graywolf’s Blog: SMX Advanced 08 Recap

I started going to “industry” events in 1998 to Flash Forward conferences in New York & San Francisco. SMX Advanced of Seattle 08 outshined any of these glitzy and glamorous conferences by delivering solid content, a good story line, and a captivating “Give it Up!” finale.

The winner is…

Rand Fishkin of SEOmoz for his White Hat SEO techniques and his yellow shoes!

Rand was an outstanding moderator and delivered some valuable take-aways, tips and tools for organic Search Engine Optimization.

Gotta love those yellow shoes!

Rand’s company, SEOmoz offers “PROfessional” content for members. Aside from conferences, it’s the best value for your money! Learn about their SEO tools, guides, custom Q & A, and marketplace for Search Marketing professionals.

Your people create strong impressions that become part of your reputation.

Who speaks your Reputation?

Who speaks for your company?

Who touches your customers?

Who wears your company logo?

Do they create a lasting reputation you want to keep?

The person behind the phone, behind the counter, and even behind the wheel, is critically important to your reputation.

Consider…
Everyone in your company becomes an “Impression Opportunity.”

Consider…
Everyone in your company has conversations with customers, some of which will be non-verbal. Your Customer Service Representative, Sales Person, Tech Support, your Receptionist and anyone in one of your cars or someone wearing your logo – all create impressions. One conversation, or impression, may result in an opinion that determines future buying behavior. First impressions can spread like a virus.

Reputation Defined

You can look up the meaning of “reputation” in Webster’s or Wikipedia. Bottom line, your reputation is a customers’ impression of your company, what they say about you, how they feel, their trust level of your commitment to be genuine.

Every touch point with a customer is an impression opportunity that builds or destroys your reputation. Your website and online marketing strategies are only a portion of your brand. Your People = Your Company.

Builders & Breakers

Today, the following companies’ reputations were either built-up or torn down.

Best Buy – Friendly & Willing to Help

Best Buy has a greater at the door. “Welcome to Best Buy” when you arrive. “Have a nice day” when you leave. The Best Buy Associates was knowledgeable and willing to help me, even though the wireless keyboard/mouse combo was out of stock. He suggested I buy a less expensive unit so I wouldn’t loose more down time, reminding me of their 30-day return policy. The Checkout Clerk is super nice and appeared genuine. Now, she may have been hoping I’d fill out a survey with a chance to win a $5,000 shopping spree and compliment her.

Decision: Go to Best Buy when you need help and want to get in and out fast.

Staples – No attention to Quality, Bothered by Customer Dissatisfaction

Staples Print Center printed my business cards. I excitedly picked them up in preparation for SMX Advanced. (Heck, I’m consulting again, moved back to CA; I needed new cards.) First, the price quoted was much less than the price charged, which they grudingly honored as if they were doing me a favor. Then, the cards were inconsistent in quality and cut, some were crooked, some had color registration dots. Staples Associates gave me multiple excuses. Without saying it, they said, “Hey, no one said we were going to do a good job. What did you expect? Now please leave; we need to take a smoke break.”

Decision: Don’t return for print services. Give the business to someone who values quality and isn’t trying to rush you out the door.

Jawbone – You’re important. Our goal is to make it Hassle-Free.

My Jawbone Bluetooth headset took a sudden dump. I visited their website, read the Support page and thought, “shoot, I don’t have a receipt.” I got my Jawbone at the Consumer Electronics Show (CES) in Vegas in January. Their booth offered free exchanges of ANY old Bluetooth for a Jawbone. I honestly told the Customer Support Rep how I obtained my headset. She knew how to tell if it was still under the year warranty, and she offered me two ways to return the unit for exchange of a new Jawbone! She knew I had not paid full price, but that didn’t matter.

Decision: I’m a customer for life! And I’m going to tell others about Jawbone!

B&P Mobile Window Tinting – Get out of my way, Jerk!

A souped-up gold Ford extended cab truck with 37″ wheels (joke) honks voraciously because I’ve stopped at a red light to turn right. He honks for me to move into heavy ongoing traffic. My BMW has more horsepower than his piece of ____ , and I want to blow his doors off. But…I don’t. Once traffic cleared, I hit it! But he weaves in and out of traffic and then catches me and waves – how cute. I call the number on the window decal and speak with the boss to inform him of the reckless and disrespectful driving. He superficially apologies and tries to get me off the phone, obviously bothered by the call. But, once I mentioned his driver is a representation of his company and that I would not consider doing business with him, he says, “oh, ya, that bothers me.”

Decision: Get a bigger badder truck to role over the guy! …ummmm, calmmmm….

Power of Customer Reviews

Lorna Li recently invited me to share opinions on Yelp. I signed up for Yelp a couple months ago only because I was so impressed with Suede Salon & Spa in Folsom. I haven’t reviewed anyone else. Actually, I do take the time call into surveys and report good customer service. I take the time to let companies know they have an employee that made my day! Such was my only reason for signing up with Yelp. On the other hand, Lorna Li is a Viral Marketing Queen and has her ear to the ground of online marketing. Of course! I got it! Customer Reviews are the driving force behind Social Media Marketing.

Each customer speaks volume with power in their reviews and opinions! I’m heading back to Yelp soon to share my reviews of Best Buy, Staples, Jawbone and B&P Window Tinting. Thanks, Lorna, for the reminder.

We all make reputation-based decisions. Mom was right, “There’s no second chance to make a good first impression.” Your people, your website, your phone support and more…all speak for your company.

Mom always said, “Watch your reputation. With a name like Lookadoo, people will remember.”

I’ll leave discussion of reputation management (and the story behind my name) to another post.