Customer Service

How to build your reputation and transform your profits

In delivering Customer Service, no business sets out to deliberately give poor performance. We all know the outcomes would be lower prices, reduced sales and LESS PROFIT

There is a clear link between achieving service excellence, building a superb reputation in the market and being able to achieve higher profits. Delivering a higher level of customer service should therefore be a given for all businesses.

So, in an ideal world, wouldn’t you expect that there should be no service differentiation between suppliers?

…sadly, only in your dreams!.

The truth is that most companies kid themselves about the level of service they provide. They convince themselves about their delivery performance and it’s that self perception that is their undoing!

Mistake #1

To achieve this, customer expectations need to be clearly laid out from the outset. You must then place total focus on delivering this...and where possible go beyond their expectations.

It’s really important that you seek customer feedback – no matter how painful – and deliver strategies in your business to deliver what is wanted.

But be careful...benign customers can lull you into a false sense of security and it’s all too easy to dismiss the cranky, hard to please client.

In fact, you should welcome clients that complain...because if you listen and take positive action they will help drive your business forward and create a distinction between you and the competition.

Mistake #2

I worked with a client recently who was struggling to arrest falling sales. It turned out that he had not personally met his clients for years and all communication was limited to receiving sales orders and sending out invoices!

Whilst this may be an extreme example, it happens all too often. Customer service is not just about delivering a product or service at the right time and with no defects. It is most particularly about constantly reminding your customers that they are important to you. This can be done in an number of ways:

1. Always be polite
   This is not just simply saying please and thank you…or even a positive “Sure, no problem!” to a customer’s request. The challenge comes when the customer is annoyed and upset. Being polite and calm will not only calm the situation, it will help you keep control and re-enforce the clients perception of how professional you are.

2. Go the extra mile
   When did you last include a “thank you” note in a customer package or with the invoice? Do you send out birthday cards? Have you ever written a congratulatory note when a client has gained an internal promotion? Do you communicate your delight when your client gets press coverage?

   All this costs you is an investment in time. Simple thinks to do, but very effective.

3. Take the time to build the relationship
   It’s highly probable that 80% of your profit will come from 20% of your customers. You need to invest your time in building and maintaining each customer relationship. But most critically, you must spread your efforts so that your best client gets the greatest amount of personal attention.

Mistake #3

If your clients can’t contact you by phone then its costing you money! In frustration, they will look elsewhere and by the time you find this has happened you could have lost them... permanently!

For small businesses, making sure that you have a mobile phone as well as an office phone fitted with and answer service is crucial (as is regularly checking for messages). If finances allow, outsource your call management to a “virtual office”.

For all companies, it is vital that calls and messages are responded to quickly. Leaving customers to wait in a call queue system or for hours to respond to a message will be disastrous!

To achieve excellence in customer service, don’t lose sight of the fact that people like to speak to people. Human interaction is where service begins and ends.

Mistake #4

Whilst you occasionally you might excel at customer service delivery, it will not disguise failure. Variable levels of service can be nearly as annoying to clients as consistently poor service.

Why? - Because customers do not know what to expect and cannot plan their activities with any certainty. So you must do your utmost to consistently deliver the service level agreed...always!

It’s also crucial that you don’t make promises that you cannot deliver.

You must be honest with your client when you cannot meet a schedule. This allows them to make adjustments or make alternative arrangements to accommodate the delay. Don’t expect them to be happy...but they will recognise that you have kept their interests safe. This can turn a bad situation into a good outcome by keeping the customer informed.

Mistake #5

Please remember and observe this rule...the quality of customer service will not exceed the quality of people that provide it.

People deliver service, not companies. So by paying the lowest wages, giving the least benefits and doing the least training there is no doubt that it will show up in the service provision.

Employees will also take their cue from management. So why not...

• Greet your employees enthusiastically and warmly each day.
• Be polite with them.
• Try to accommodate their requests.
• Listen when they speak.

The next steps

This gives you an outstanding opportunity to truly distinguish your business. By differentiating the service you deliver from that of your competitors you will gain increased customer loyalty, more sales and much higher profits. Isn’t that a goal worth achieving?

Please Contact Us or call 01572 823588 to discover how we can help you deliver the service you want and your clients deserve.

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