Customer Service is a Journey, Not a Destination

15 Powerful Ways to Get a Head Start

by Larry Caris, Regional Manager,
Quest Consulting and Training Corporation

Why is it we get mediocre service nearly everywhere we go? Is it so difficult to understand the only reason businesses continue to get a paycheck is because of the customer? The customer is their sole reason for being in business. Shouldn't they act like it?

Fact is, 68 percent of customers who quit doing business with companies do so for one reason ø an attitude of indifference on the part of one or more employees. And, studies show, they talk about it to more than 3 times as many friends as those who are happy with you. What a pathetic scenario! And what any easy way to lose everything you've worked for.

But here's the good news. If employees show customers they care, more than 2/3 of those who might leave, would stay.

Sharing this fact with employees is certainly a step in the right direction, but there's more.

So let's take a look at 15 powerful ways to enhance your customer service.

1. For jobs that require talking to customers, hire people who like to deal with people. It's that simple. Attitudes show. Whether it's on the phone, at the cash register or at a restaurant, we can tell who enjoys serving us and who doesn't. As employers, we need the right people in the right jobs.

2. Treat your people like you want them to treat your customers. Good service starts at home. It's tough for employees to put on their best service face if they're constantly being criticized or treated as second-class citizens by the boss.

The front-line troops represent your company to current and potential customers. If you want your employees to be enthusiastic, helpful and caring with your customers, treat them the same way.

3 Be swift! That means returning phone calls promptly and handling customer requests with speed and efficiency. It also means fixing problems fast. The longer the customer has to wait to get a problem solved, the more likely you are to lose that customer to the competition.

4. Take the customer service litmus test. After every customer interface, did that customer feel good about:

a. you, personally?
b. the transaction?
c. your company?

If you can answer "yes" to all three questions, you have served your customer ... and your company ... well.

5. Build in flexibility. Too many rigid rules can handcuff employees and often make no sense to customers. I recently went to a restaurant with my wife. We ordered "all you can eat" salad bar, and a sandwich. After eating the salad, we were no longer hungry and decided to take the sandwiches home. That is when the waiter informed us it was against their policy to allow food to be taken home when ordering from the salad bar. When I asked him to explain the rationale, since I was paying for both the sandwiches and the salads, he referred me to the owner. The owner grumbled "what's your problem" and proceeded to tell me I obviously have never been in the restaurant business and I should leave his establishment. Interestingly, several months later he wasn't in the restaurant business either!

6. Be the customer advocate. "It's not my job" is not an acceptable answer. Handle it! Or at least get the customer to the person who can. And that doesn't mean simply giving him another phone number. It means going the extra mile and being responsible for that customer's satisfaction. Show you care.

7. Eat humble pie! There will be times when things don't go right. The customer will get upset. These situations can provide an opportunity to clearly demonstrate just how dedicated to customer service you are. Listen to the complaint and show empathy. Apologizing is almost always an appropriate response. Even if it is simply: "I'm sorry we upset you." Then do everything you can to resolve the problem quickly.

8. Have a recovery strategy. Advanced planning can go a long way towards turning a difficult situation around. For Domino's Pizza that means discounting the price if the pizza is not delivered when promised. A major bank in our area gives you $5 if you have to wait in line too long, or their ATM is out of order. No questions asked! With some creativity you can come up with an effective strategy to diffuse many situations that are bound to some up in the course of any business. This also leaves managers free to handle the really tough ones!

9. Do the unexpected. Write thank you notes to customers when they buy from you. I was floored ø and pleased ø the first time a Nordstrom's sales rep wrote to thank me for my business. It's been years, and I still remember it. By the way, I can count on one hand the other times this has ever happened to me.

10. Exceed their expectations. I you think you can deliver in 3 days, tell them 4. Then work hard to deliver in 3. Thomas Peters calls it "underpromise and overdeliver." And it really "wows" the customer.

11. Keep them informed. Customers don't mind having to wait as long as they're kept informed. If they call you and you need to check some information before giving an answer, let them know. And if it will take longer than you planned ... call them and tell them that, too. Waiting in the dark upsets customers far more than just waiting.

12. Look sharp! Cleanliness, appropriate dress, and being organized are all indicators of how effective and efficient an operation is run. Dirty bathrooms and silverware certainly tell you something about a restaurant. Be alert to similar signals in your own business. Most are easy to fix so you can really put your best foot forward.

13. Continuously look for ways to improve your product or service. Discover ways to add greater value to what you sell ... or the buying experience. Your employees can often be a great source of creative ideas that will set you apart. Ask them!

14. Be a good finder! Like Kenneth Blanchard said, "catch people in the act of doing things right." Be lavish in praise of your employees who are doing their part to provide excellence to your customers. Put them on a special pedestal for all to see and emulate.

15. Monitor your service. Take customer surveys. Find out what they like and don't like. Often the opportunity to sound off can placate a dissatisfied customer who might have otherwise just gone away. Of course, you must follow through and fix what they complained about.

This is a great question to ask when you want to elicit more than just a yes or no answer:

"If there's one thing our company could do better for you, what would it be?"

Many people will tell you they're satisfied even though they may not be totally happy. Asking them to suggest improvements will help you fine tune your product or service.

As a leader in your business, your people will follow your lead. So "walk the walk." Demonstrate what you expect. Then inspect what you expect.

When your company meets and exceeds the customer service goals you set, reward your team for a job well done. But remember, great service is a journey, not a destination.