The Not so Secret… Secret to Business Success Part I
Customer service is important and can make or break your business. Consumers have less and less patience for lousy customer service and can easily get frustrated by waiting in long lines, punching endless buttons, or trying to get a live person on the line. Who thought CHAT was a good idea? Science has demonstrated that multi-tasking DOES NOT WORK. It delivers poor outcomes and actually impairs cognitive function.
If you want repeat business, you must ensure their experience meets and surpasses their expectation. When you do this, they will share it with their network. when you don’t they will also share it with their network.
Here are three (not so secret) secrets to good customer service. It helps when you decide what you want your customers to experience.
You are the leader of your business, so you need to have a clearly defined plan for your business and that includes customer service. Here are three main goals you want to consider:
- You want it to be easy for your customers to do business with you. You can do this with advertised discounts, kiosks, your website, and other technology-based programs to help them shop. However, if you are going to use technology, make sure you design it with human interaction (not just tasks) in mind. A poorly designed call tree will lose you customers fast. A well designed one will win them.
- Conducting business with you should be a warm and pleasant experience. Your staff should be knowledgeable, approachable, and patient. Make sure your staff can make decisions to solve customer problems. Your customers want to feel like they are getting a good value for their time and money. Perceived value goes beyond the price of the products and, in large part, the experience is more valuable than the product. You can get a steak in a number of places. Yet, the experience at Ruth Chris is different than the Golden Corral. To achieve this requires training, reinforcement, and accountability.
- Don’t just look at this as an expense to be minimized but an opportunity to optimize your customer experience. This shouldn’t be a question of expenses but making and keeping happy customers.
With these thoughts in mind, you also want to do a few things to make sure this idea sticks:
- Share your customer service vision with the rest of your team.
- Tie your incentive programs and bonuses directly to customer service.
- Track the level of customer service your staff is putting out. This is more than measuring call times, it is actually listening to the customer interactions.
- Know when you can ignore what your customers think that they want.
- Continuously focus on your goals.
Now that you know what you want, you can start thinking about how to meet those wants and create a positive customer service experience.
If you’re having a hard time deciding on what you want, the tools, resources and coaches in our GUIDED TOUR can help you define the wants and needs of your company in relation to customer service.