Ashes-to-Ashes: An interview with Susan Hegarty, Famous Smoke Shop Call Center Manager

By Gary Korb

This month, I'm deviating the format from the usual cigar industry guest to give you a chance to hear from one of the people who work behind the scenes on the retail side of the cigar business. Susan Hegarty is the Call Center Manager for Famous Smoke Shop and faces one of today's biggest consumer challenges - getting customers to order by phone instead of on the web. Ordering cigars online may offer speed, and ease of use, but there are also many advantages to ordering through the Customer Service Center. What are they? Let's find out. - G.K.

First things first.  Do you smoke cigars, and if so, do you have a particular preference?
Susan Hegarty: I am not an avid cigar smoker; however, I do enjoy the flavored brands such as the CAO Bella Vanilla.

How does working in a cigar retailer call center differ from other call centers you've worked in?
S.H.: Prior to joining the Famous Smoke Shop team as the Call Center Manager I worked in the customer service industry for over 15 years for various industries such as retail cooperatives, telecommunications, and the healthcare industry. Managing the call center for a cigar retailer is not much different from other call centers. The only difference is the product we offer. The quality of service I expect from my team is the same.

What type of training do the call center agents get?
S.H.: The call center agents are constantly learning and about new products and accessories.  Training is offered in the form of coaching, literature, and guidance from experienced professionals in the industry. 

Can you describe the "typical" phone order customer?
S.H.: Each customer is unique; however, the majority of our customers are very particular and know what they want. Most will purchase cigars for personal enjoyment, or as gifts for friends, relatives, and colleagues.

You have many women on your staff taking orders. How do the mostly male callers tend to respond when a woman picks up the phone?
S.H.: A majority of our customers are comfortable with the women in the call center; however, there are a few who are skeptical. In the cigar industry lies the old stereotype that only men enjoy cigar smoking.  So therefore, how can a women possibly suggest what type of smoke will go well with an after dinner scotch, which cigar will fit your personal style, or which is best - freshly rolled cigars or ones that have been carefully aged?  It is a fact that today over half a million women smoke cigars, and some of those women are working in the call center at Famous Smoke Shop.  Each sales agent, man or woman, is fully capable of answering practically any question, from helping customers find a suitable substitution for their favorite cigar, and even assisting them in the basics of lighting a good stogie or setting up their first humidor. 

I can browse the website and order the cigars I want in a matter of minutes.  Why should I take the time to call-in?
S.H.: Our sales agents are highly trained, motivated, and articulate individuals, so callers actually benefit from their professional attitude and expertise. If you have a question you need answered quickly, if you need help choosing a special gift, or need information regarding our products and services, you can count on receiving courteous and personalized service. In addition, you have the benefit of hearing about our unadvertised specials!

How important a role does personal service play in the over scheme of things?
S.H.: What our business really boils down to is our customer, the quality products we offer, the professional service we provide and the rapport we build. Because, let's face it, without our customers, where would we be? At Famous Smoke Shop our focus on highly personalized, quality service is one of our most important assets because we measure our success one customer at a time.

What is the one thing you will absolutely not tolerate with regard to how your agents handle customers? Let's reverse that, too. What won't you tolerate from customers?
S.H.: I set very high standards from my team. Characteristics that are important factors for success in providing service to our customers are trust, tact, empathy, conscientiousness, conformity, focus,  and flexibility. Anything less is unacceptable.  On the other side, there are certain behaviors not tolerated from our customers, such as, aggressive or abusive behavior, unreasonable demands, or unreasonable persistence. 

Do you think there will always be a need for taking orders by phone?
S.H.: Let’s face it, the internet is the wave of the future, and a wonderful way for customers and businesses to interact. A well-designed website will have the answers to most customer service questions, or the tools needed to find them (order status, shipment tracker, etc.); however, there will always be individuals who cannot find what they need, and ones that don’t want to try, who will phone in with their issues. After all, serving customers during the entire purchasing process is what retail is all about. Besides, if a customer can't find the answers they need, you can be sure they will take their business elsewhere and find a company that can do more than just spell 'customer service.'

What is the wackiest phone call one you or one of your agents has ever received?
S.H.: There have been quite a few, but I'll give you two:  One of my customer service agents received a call form a very irate customer, complaining about our horrible products and terrible customer service. He went on and on, saying he will no longer do business with our company. When asked for his information, he realized he had the wrong company and was complaining about one of our competitors.

The other incident was probably the wackiest of all. I received a call from a customer who wanted to know if there was LSD in the ACID cigars. £   

Meet the Famous Smoke Shop Call Center Staff!