| "Every company's greatest assets are its | | | | repercussion, as long as they are meeting a |
| customers, | | | | customer's need. I have found this creates a |
| | | | greater willingness to serve the |
| because without customers there is no | | | | customer.- Often times you could say "no" to |
| company," | | | | a customer, however, "no" can have huge |
| | | | implications on your business. Ask yourself, |
| --Erwin FrandDuring our recent weakened | | | | "Am I willing to potentially lose 10 |
| economy, many businesses have seen declining | | | | customers as result of this |
| revenues and declining budgets. Declining | | | | interaction?"6. Offer a solution- Shift from |
| budgets often lead to reduced staff levels | | | | the problem to the process for |
| and diminished services. To me, this does | | | | resolution.- Offer a choice between several |
| not make sense. I believe that it is during | | | | options.- Put yourself in their |
| the down times, when service should be at the | | | | place.- Involve the customer in determining |
| forefront and retention of loyal customers | | | | the solution.- Clearly explain any |
| even more of a focus.When price wars fail to | | | | limitations that exist.7. Recognize your |
| drive revenues, businesses often look to | | | | staff members for outstanding |
| service to give them a competitive advantage. | | | | service- Implement a customer service awards |
| Many big business marketers are returning to | | | | program that recognizes employees for |
| a "service sells" mentality, however, many | | | | exceptional customer service. Maybe you have |
| sell great customer service and few deliver. | | | | tried these without success and do not |
| The problem is that few marketers have ever | | | | believe that they work. I would tend to |
| truly served a customer.Throughout my years | | | | agree if the program were like most I have |
| in business, I have had the opportunity to | | | | seen. Try something different; break the |
| interact and develop a customer service | | | | mold. One of my most successful clients |
| philosophy. It is inherent that when you are | | | | offers spa treatments for his female |
| in a service-based business, there will be | | | | employees if a customer goes out of their way |
| times when your customer is compelled to | | | | to recognize them for great service. Another |
| offer you their feedback. It is what you do | | | | client provides his employees with a "day off |
| with this feedback that will shape the future | | | | with pay" incentive for every five |
| and their impression of your business.Upon | | | | unsolicited, positive customer comments that |
| reflection, most all of my interactions with | | | | he receives. These are just a few examples |
| displeased customers were not the result of a | | | | that are "outside the box." Be creative and |
| poor product, but rather a disappointing | | | | generate a little excitement in your staff |
| customer experience. Why is that? Because, | | | | for customer service.- Take the time to |
| product is not personal, customer service is. | | | | acknowledge employees at staff meetings. |
| Briefly, I would like to share with you | | | | People want to leave their mark and feel that |
| eight critical steps to establish a customer | | | | they matter. Taking the time to recognize |
| service culture.1. Customers are the reason | | | | them in front of their peers can make a real |
| for work, not an interruption of workThis | | | | difference.8. Ask your customers what they |
| sounds really obvious doesn't it? How many | | | | think of your serviceThe best way to find out |
| times have you gone into a business only to | | | | if you are satisfying customers is to ask |
| wait while someone is on the telephone or | | | | them. Formal efforts could include customer |
| busy doing some "non-service" task? | | | | surveys, questionnaires, interviews or |
| Employees often lose sight of the importance | | | | comment/suggestion cards. Informally, get |
| of the customer and get consumed in lesser | | | | out and talk with your customers and your |
| day to day tasks. Sure, there are tasks that | | | | staff. Ask them how they feel about service |
| need to be accomplished, but you cannot | | | | you are providing. Ideally, use a |
| afford to sacrifice service to get them done. | | | | combination of both methods.You may be |
| Good customer service must be a priority for | | | | thinking, "Why should I go ask for trouble? |
| you and your team. Without your customers, | | | | Who knows what I might hear if I ask?" That |
| you have no company!2. Train, train, and | | | | is the point. As you will see in the |
| continue to train.- Cross train your entire | | | | statistics below, most customers will not |
| staff to be able to assist a customer | | | | voice their disappointment with your service |
| regardless of their department. When a | | | | levels. They will simply leave and never |
| customer becomes upset they want their | | | | return. If you do not ask about the quality |
| problem solved not to be shuffled between | | | | of your service, you might make the wrong |
| employees that are not empowered or enable to | | | | assumptions and feel that you can reduce |
| assist them.- Offer continuous customer | | | | service levels because you get few complaints |
| service training for your staff and once they | | | | and lead your organization into areas that |
| are providing good service, continue to train | | | | turn off your customers or cause problems |
| them.- Utilize role play situations to assist | | | | that you never intended.On the other hand, |
| your staff in recognizing and experiencing | | | | asking your customers about their |
| both easy and difficult service | | | | satisfaction sends a message to them that you |
| opportunities. If an employee has a level of | | | | care about your business and about them. |
| comfort with a difficult situation, they will | | | | While you might hear some criticisms, you |
| be able to better handle it.3. Empower your | | | | might also learn what you are doing right and |
| staff to serve- Establish a system of | | | | see what you should modify.In addition to the |
| resources for your staff to serve the | | | | information, you will benefit from the |
| customer. Allow them latitude to take the | | | | interaction. Every interaction is a customer |
| necessary action to provide exceptional | | | | service opportunity. Make the most of each |
| service and resolve any issues should a | | | | and every one.Most of us continue doing |
| customer become disgruntled. Create a | | | | business with people and businesses who give |
| structured system to allow your staff to | | | | good service. We might not say anything, but |
| serve customers.- Establish a discretionary | | | | we reward good service providers by |
| budget that an employee may access to recover | | | | continuing to do business with them. If the |
| a customer before you lose them. I recently | | | | service is outstanding, we will probably tell |
| learned that a major hotel chain has a | | | | our friends and colleagues about it. |
| monetary fund available per year and per | | | | Likewise, when we receive poor service most |
| employee enabling them to go above and beyond | | | | of us vote, not with our voice, but with our |
| to ensure exceptional service. This empowers | | | | feet-we just leave.In the 1980's the White |
| the employee to right a wrong or create a | | | | House Office of Consumer Affairs commissioned |
| "memorable" customer experience. I am not | | | | a report called the TARP study. The report |
| advocating large sums of money, but with | | | | revealed the following facts about unhappy |
| regards to customer service, a small gesture | | | | customers:96% of dissatisfied customers do |
| can go a long way.- Ask your staff what tools | | | | not complain directly.90% will not return.One |
| would enable them to provide better service. | | | | unhappy customer will tell nine others.13% |
| You would not send a fireman into a burning | | | | will tell at least 20 other peopleSuperior |
| building without the proper equipment. | | | | customer service is one of the most difficult |
| Failing to empower and enable your staff with | | | | deliverables facing the business world today. |
| the necessary tools to serve you customer | | | | Selling service is the easy part, delivering |
| leaves you with few options other than poor | | | | on that promise offers a tremendous |
| service.4. Make service personal- Greet | | | | challenge. So I ask you, what can you do to |
| repeat customers by name, if possible.- Offer | | | | improve the service you provide? Implement |
| a handshake and introduce yourself. Creating | | | | these eight steps and begin to excel at |
| service that is personal will not only retain | | | | providing a superior customer culture |
| customers, but help diffuse difficult | | | | today!©Anthony Mullins - Elite Coaching |
| situations should they arise.- Thank your | | | | Alliance 2005Anthony Mullins is the President |
| customers for their patronage. It really | | | | and Coach for The Elite Coaching Alliance. He |
| does make a difference.5. It is ok to say | | | | specializes in leadership development, |
| "Yes", even when you should say "No"- Support | | | | business coaching, strategic planning, 1-on-1 |
| your staff when they make customer service | | | | coaching, facilitation and inspirational |
| decisions. In my business, it is my policy | | | | speaking. He is the author of the upcoming |
| that an employee can act without concern for | | | | book "Leadership Links. |