In his book, The Next Evolution of Marketing, Connect Your Customers by Marketing with Meaning*, Bob Gilbreath discusses the importance of ensuring customer satisfaction. He writes, “In order to communicate meaning through your marketing, you need to look at customer support postpurchase not just as cost center but as the key to ensuring long-term satisfaction and loyalty.”

What’s good customer support? And how can even the largest companies make you feel heard and taken care of?

For me, there are four important characteristics: 1) timeliness of response, 2) an apology, 3) timely attempts at offering solutions, and 4) resolving the problem.

This is a real-life example. Yesterday, I made a gift purchase on iTunes. The recipient received an e-mail shortly after the gift was made. However, the link to redeem the music didn’t work. I filled out one of those forms on their website, the kind we might feel suspect as to whether the message was going to get anywhere, other than out to a large digital abyss.

Six minutes after hitting the send button, I received an e-mail message saying, “This is an automated reply, but an iTunes Store representative will be reviewing your request and will send you a personal response soon (generally within 24 hours.)” Included were four links to solutions I could try in the meantime.

Three hours later, I received an e-mail from a customer support rep, which began with his name, and then said, “ First let me thank you for contacting Apple regarding your concern. I’m sorry your iTunes Gift email didn’t reach the recipient.” He wrote all the necessary information I would need to ensure resolution, and if I tried those few things and I still didn’t have success, he wrote, “Let me know if you need any clarification or have any other questions, comments or concerns and I will be happy to address them promptly.  Take  care!”

The solutions worked, the gift recipient received her music. Everything was copasetic. Since I was in the middle of reading Bob Gilbreath’s book about marketing with meaning, and was feeling inspired by his words on the importance of customer support, I emailed itunes back to tell them the problem was fixed, and to thank him. The rep wrote back, “You are quite welcome!  Nothing makes Apple happier than to hear we have pleased our customers.  I hope you continue to enjoy your iTunes experience. Take care!”

I’m happy they’re happy, and even happier that my friend and I are happy. From the customer support standpoint, I’m satisfied and will continue to be a loyal customer.

Do you have any good customer support stories to share? Who’s doing it well?

* DISCLOSURE OF MATERIAL CONNECTION