8 Critical Steps to Establish a Customer Service Culture

"Every company's greatest assets are itsservice decisions. In my business, it is my policy
customers, because without customers there isthat an employee can act without concern for
no company," --Erwin Frandrepercussion, as long as they are meeting a
During our recent weakened economy, manycustomer's need. I have found this creates a
businesses have seen declining revenues andgreater willingness to serve the customer.
declining budgets. Declining budgets often lead to- Often times you could say "no" to a customer,
reduced staff levels and diminished services. Tohowever, "no" can have huge implications on your
me, this does not make sense. I believe that it isbusiness. Ask yourself, "Am I willing to potentially
during the down times, when service should be atlose 10 customers as result of this interaction?"
the forefront and retention of loyal customers6. Offer a solution
even more of a focus.- Shift from the problem to the process for
When price wars fail to drive revenues,resolution.
businesses often look to service to give them a- Offer a choice between several options.
competitive advantage. Many big business- Put yourself in their place.
marketers are returning to a "service sells"- Involve the customer in determining the solution.
mentality, however, many sell great customer- Clearly explain any limitations that exist.
service and few deliver. The problem is that few7. Recognize your staff members for outstanding
marketers have ever truly served a customer.service
Throughout my years in business, I have had the- Implement a customer service awards program
opportunity to interact and develop a customerthat recognizes employees for exceptional
service philosophy. It is inherent that when youcustomer service. Maybe you have tried these
are in a service-based business, there will bewithout success and do not believe that they
times when your customer is compelled to offerwork. I would tend to agree if the program were
you their feedback. It is what you do with thislike most I have seen. Try something different;
feedback that will shape the future and theirbreak the mold. One of my most successful
impression of your business.clients offers spa treatments for his female
Upon reflection, most all of my interactions withemployees if a customer goes out of their way
displeased customers were not the result of ato recognize them for great service. Another
poor product, but rather a disappointing customerclient provides his employees with a "day off with
experience. Why is that? Because, product is notpay" incentive for every five unsolicited, positive
personal, customer service is. Briefly, I would likecustomer comments that he receives. These are
to share with you eight critical steps to establish ajust a few examples that are "outside the box."
customer service culture.Be creative and generate a little excitement in
1. Customers are the reason for work, not anyour staff for customer service.
interruption of work- Take the time to acknowledge employees at
This sounds really obvious doesn't it? How manystaff meetings. People want to leave their mark
times have you gone into a business only to waitand feel that they matter. Taking the time to
while someone is on the telephone or busy doingrecognize them in front of their peers can make
some "non-service" task? Employees often losea real difference.
sight of the importance of the customer and get8. Ask your customers what they think of your
consumed in lesser day to day tasks. Sure, thereservice
are tasks that need to be accomplished, but youThe best way to find out if you are satisfying
cannot afford to sacrifice service to get themcustomers is to ask them. Formal efforts could
done. Good customer service must be a priorityinclude customer surveys, questionnaires,
for you and your team. Without your customers,interviews or comment/suggestion cards.
you have no company!Informally, get out and talk with your customers
2. Train, train, and continue to train.and your staff. Ask them how they feel about
- Cross train your entire staff to be able to assistservice you are providing. Ideally, use a
a customer regardless of their department. Whencombination of both methods.
a customer becomes upset they want theirYou may be thinking, "Why should I go ask for
problem solved not to be shuffled betweentrouble? Who knows what I might hear if I ask?"
employees that are not empowered or enable toThat is the point. As you will see in the statistics
assist them.below, most customers will not voice their
- Offer continuous customer service training fordisappointment with your service levels. They will
your staff and once they are providing goodsimply leave and never return. If you do not ask
service, continue to train them.about the quality of your service, you might
- Utilize role play situations to assist your staff inmake the wrong assumptions and feel that you
recognizing and experiencing both easy andcan reduce service levels because you get few
difficult service opportunities. If an employee hascomplaints and lead your organization into areas
a level of comfort with a difficult situation, theythat turn off your customers or cause problems
will be able to better handle it.that you never intended.
3. Empower your staff to serveOn the other hand, asking your customers about
- Establish a system of resources for your stafftheir satisfaction sends a message to them that
to serve the customer. Allow them latitude toyou care about your business and about them.
take the necessary action to provide exceptionalWhile you might hear some criticisms, you might
service and resolve any issues should a customeralso learn what you are doing right and see what
become disgruntled. Create a structured systemyou should modify.
to allow your staff to serve customers.In addition to the information, you will benefit
- Establish a discretionary budget that anfrom the interaction. Every interaction is a
employee may access to recover a customercustomer service opportunity. Make the most of
before you lose them. I recently learned that aeach and every one.
major hotel chain has a monetary fund availableMost of us continue doing business with people
per year and per employee enabling them to goand businesses who give good service. We might
above and beyond to ensure exceptional service.not say anything, but we reward good service
This empowers the employee to right a wrong orproviders by continuing to do business with them.
create a "memorable" customer experience. I amIf the service is outstanding, we will probably tell
not advocating large sums of money, but withour friends and colleagues about it. Likewise, when
regards to customer service, a small gesture canwe receive poor service most of us vote, not
go a long way.with our voice, but with our feet-we just leave.
- Ask your staff what tools would enable them toIn the 1980's the White House Office of
provide better service. You would not send aConsumer Affairs commissioned a report called
fireman into a burning building without the properthe TARP study. The report revealed the
equipment. Failing to empower and enable yourfollowing facts about unhappy customers:
staff with the necessary tools to serve you96% of dissatisfied customers do not complain
customer leaves you with few options other thandirectly.
poor service.90% will not return.
4. Make service personalOne unhappy customer will tell nine others.
- Greet repeat customers by name, if possible.13% will tell at least 20 other people
- Offer a handshake and introduce yourself.Superior customer service is one of the most
Creating service that is personal will not onlydifficult deliverables facing the business world
retain customers, but help diffuse difficulttoday. Selling service is the easy part, delivering
situations should they arise.on that promise offers a tremendous challenge.
- Thank your customers for their patronage. ItSo I ask you, what can you do to improve the
really does make a difference.service you provide? Implement these eight steps
5. It is ok to say "Yes", even when you shouldand begin to excel at providing a superior
say "No"customer culture today!
- Support your staff when they make customer