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Customer Service

Perpetuating World-Class Customer Service
by Van Carpenter, The Front Porch Philosopher

In our previous two articles, we have discussed how a company, like yours, can establish a superior customer service culture. This culture begins with a commitment from management that customers truly are the company's most valuable assets. Secondly, a company must realize that its employees are its best customers. The employees must be trained, empowered and rewarded for superior customer service. And finally, consistent service provided by all employees is essential to retaining and obtaining external customers for your company.

This article will focus on ten actions that you can take immediately to perpetuate your company's world-class customer service. We often think that business and personal actions that are supposed to yield large or profitable results have to necessarily be complex or expensive. Not true! In customer service, it is the simple and inexpensive actions that yield the most results. So, what do you have to do?

1) Start with a Customer Service Plan! Just like any other aspect of business, success is governed by the quality of your planning. What is your company mission? Does it value the customer as #1? Who are the key players on your customer service team? How will they be trained? What is management's responsibility? Employees? How will you fund it? What are your standards for superior customer service? How will you measure it? How will you promote your successes? As you can see, there are many aspects to a superior customer service action plan;

2) Remember that Your EMPLOYEES Are Your Best Customers. These are the people who are your direct representatives to your external customers. They need to understand management's philosophy of customer service. Employees need to be well trained and have incentives and recognition when they provide the superior service that is required. Remember these are the persons who provide the consistent service that retains and obtains your valuable external customers;

3) Consistently Treat Your Customers as the Most Important Aspect of Your Job! It doesn't matter whether you are management or an employee in any department; the customer is job one! They have to come before the administration, the paperwork, the personal chore, the next phone call - whatever it is that is distracting you from providing that specific customer the service they require. Part of this is obtained through the company culture, but mostly it is taking personal responsibility for taking care of the customer.

4) LISTEN! Listen to your customers and your employees. They will tell you what they need. Don't be so busy trying to steer them or "help" them, that you forget to listen. Listening requires no talking. And always listen to what your customer is "not saying". Listen "between" the lines. That could be more important than what they are saying. Effective listening pays big dividends;

5) Be Timely and Follow Up! When you tell someone you will be there at a certain time, make sure that you are or call in advance. When you promise deadlines, make sure that you deliver on-time or if situations prevent that, let the customer know well in advance of the deadline. Don't wait to the last minute and hope that everything works out! Have you ever had someone from a service firm tell you that they would call you when your purchase or service was ready? How did you feel when they actually did call? Great, I'm sure. Customers are so unaccustomed to good follow through that making it a habit will guarantee you customer service points;

6) Under Promise and Over Deliver! Never promise what you HOPE you can deliver. Promise only that which you are SURE you can deliver. In making a promise, you automatically set the expectation for your customer. And the perceptions created about your customer service are based on these customer expectations. So work diligently toward what you hope. Then if you can deliver early, imagine the delight the customer feels rather than disappointment!

7) Be Option Oriented! Sometimes you can not provide a customer what they want or in the time period they require. Be sure to provide them options. "I can't deliver your order today at noon, but I could have it there at 4pm or first thing in the morning. Will that be okay?" Having options softens the customers' disappointment. However, be sure not to offer too many options. That often confuses or overwhelms the customer. Keep your options down to one or two.

8) Mind Your Body Language & Tone of Voice! We will either meet a customer in person or talk to them over the phone. Either way, our body and voice make a difference in how that customer perceives us. Smiling in person or on the phone ensures that your customers will get a positive image. Hint: look into a small mirror just as you begin your conversation. This is an area where training will help you hone your telephone and interpersonal skills. Plan to take some training! It really helps and builds confidence- not to mention customers!

9) Be Empathetic - Not Sympathetic! No matter how good you become at customer service, there will always be one difficult customer that is not pleased with your performance. At times like this, your best strategy is to listen and be empathetic. Empathy means understanding your customer's point of view, regardless of whether or not you agree. Being sympathetic requires you to first agree with them and often comes across as being condescending. Be sure to employ phrases like, " I understand how you can feel that way." "I see your point of view." "I hear what you are saying."

10) Measure Constantly to Maintain Consistency! Just as we started these suggestions with good business practice, we will end with the same. No program of customer service will be consistent without an occasional adjustment. The correct adjustment in strategy or practice can only be determined from measuring the effectiveness of your standards. You can measure as management, and you can let the customer have input to the process. The important thing to remember - measurement ensures continued quality of service and after all, isn't that our goal?

Consider and implement these simple and inexpensive actions and your company's customer service will be the envy of your competition and the pride of your customers. Be sure to send us examples of companies that you think provide superior customer service!

"Coach Bud" shares 40+ years experience to help his clients Create, Develop and Grow a Successful Entrepreneurial Business. Please visit www.cogginsmarketing.com.


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  The Secret Of Success
  Perpetuating World-Class Customer Service
  Delivering Superior Customer Service
  The Customer is King...or there is NO Kingdom

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