Customer Service
by Coach Bud

Delivering Superior Customer Service...
This is the last article in a four-part series on delivering superior customer service. We appreciate the commitment of Editor Dave Mildenberg and the help of Steve Robblee to create a greater awareness of the need for superior customer service. There is no other area of your business that has the impact on your success than customer service. We hope the information provided throughout this series will help you differentiate your company in the competitive marketplace. Join the revolution, deliver superior customer service and demand superior service from those companies of which you are a customer.

How Do you Measure Results
Before you establish a "superior customer service culture" it's a good time to measure where you are now and establish a benchmark for future action. John Watkins, president of Management Research and Planning (MRP) of Raleigh emphasizes how essential it is to measure your progress. Watkins states, "To build a successful relationship with your customers requires a six step process that will allow you to make the critical transition from measuring customer satisfaction to delivering superior customer service. His six steps are:

Six Steps to A Successful Relationship
Step 1. Determine what your customers value most when making purchase decisions. Do they value quality more than cost? One way to determine their needs is to list ten values, such as quality, price, convenience, your procedures, etc. and conduct a survey within your current customer base. The method, written or verbal, of conducting your survey is determined by what's appropriate to your business.

Step 2. Assess your performance in each value. How do your customers rate your company in the areas they value most? If you ask, they will tell you. Don't assume you know. This step is part two of your survey.

Step 3. How do you measure up against the competition? Customer value is the primary tool that people use to choose between your product/service and your competitor's. This area can get a little sensitive and customers may feel uncomfortable discussing this with you. It may be time to call in the pros, an independent research firm skilled in getting an objective and truthful response from your customers.

Step 4. This step involves a more in-depth probe of your customer's responses in the first three steps. Probing deeper helps uncover the root cause of your weak areas as perceived by your customer as well as identifying and maximizing your strengths. Here again, in seeking the truth that you must have, you may need the help of a pro.

Step 5. When you objectively accept the findings in the first four steps, you are ready to address the challenges identified. If, for example, there is a consensus among your customer base that they feel you take their business for granted, you must immediately correct the situation. If you don't they will most likely become one of the 68% of customers who stop doing business with a company because of the indifference of a manager, employee or representative of the company. You must demonstrate that you truly appreciate and value their business. They have other choices.

Step 6. The final step is to turn this gathered data into an action plan that demonstrates you are serious about building loyalty and delivering superior customer service. Then, implement your plan.

Hold on. You're not there yet. Once you have completed the six steps above, you now have a "benchmark". After a specified period of time, determined primarily by the degree of adjustments necessary based on customer feedback, it's time to conduct the same survey again and measure your progress. Just as your CPA audits your financial condition annually, you should survey your customers annually to insure that you are retaining current customers and obtaining new customers.

Right about now you are thinking, "this is really complicated and I don't have time for this." The point is that if you don't commit the time now, you may have a lot more time if your customer base begins eroding and you don't know why or how to stop the erosion.

As we wrap us this four part series on delivering superior customer service let us leave you with the Ten Commendments of customer service.

The Ten Commendments of Customer Service
Top management is responsible for establishing a superior customer service culture.

1. Employees are your best customers.
2. Make your customer's needs your number one priority.
3. Remember it's the small things you do that make a big difference.
4. Don't allow one of your customers to be in the 68% of customers who leave because they feel they are taken for granted.
5. Every customer has another choice.
6. It's not what you say to a customer but how you make them feel that creates a lasting relationship.
7. When you help others succeed, you succeed.
8. The customer may not always be right but they are the boss.
9. Make every "moment of truth" a positive one and
10. Create "Raving Fans"
    

"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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