Regardless of the industries we service or the products and services we offer, two things will always remain true in your businesses. Our customers are the only reason we are in business, and they will always have an alternative source for the products and services we offer. If these two simple points can effectively be conveyed to and believed by those within your organization — especially those who regularly interface with your customers — then you have an immediate advantage in improving or in some cases initially implementing the key factor statistics show keeps customers satisfied and loyal: great customer service.
While the majority of those within an organization who are directly responsible for customer service — such as sales people, customer service representatives and receptionists, as well as those responsible for the overall operation of the organization — likely believe they are offering their customers great customer service, it is very likely the customer is not receiving the low-effort buying experience he or she expects. An interesting statistic regarding this idea is 80 percent of top management believes their organization offers good customer service, while only 8 percent of their customers agree (Bain & Co.). The reality of this statistic and others similar to it is the customer service we provide is generally not as good as we think it is.
Before proceeding to some key points of creating a customer-service oriented organization, below are some interesting statistics that show the importance of this topic to the customer:
- Customers are twice as likely to share a bad experience as a good one (Global Customer Service Barometer).
- Customers are four times more likely to buy from a competitor based on service versus price (Bain & Co.).
- It takes 12 positive experiences to make up for one negative experience (Parature).
- Seventy percent of buying experiences are based on how the customer feels he or she is being treated (McKinsey).
Knowing the value our customers put on the service they receive from us, we must be proactive in creating a culture within our organization that shows the customer at every point of contact he or she is our No. 1 priority. Below are some key practices that can assist in creating a culture of customer service for your organization:
- Have the right people in the right places. While customer service can be taught, it takes the proper personnel to buy into the idea and, most importantly, to provide it to the customer at every opportunity.
- Don’t just say it; do it. A commitment to customer service cannot just be a mission statement in the conference room or a tag line. It has to be practiced by every-one in the organization, and the importance of it must be conveyed to the employees at every opportunity.
- Provide resources. Offer employees topic-related books, quarterly webinars, off-site seminars, etc. as part of their initial or ongoing training. It is a worthwhile investment in the people who represent your company.
- Keep it simple. Evaluate processes, technical data, website, catalogs, etc. in order to simplify the process of your customer or prospective customer to do business with you.
- Ask for feedback and act. Implement the use of surveys with specific questions regarding the quality of your customer service. You may be surprised at how honest a customer will be if asked. Address the information learned from the survey with the relative employees and implement a plan to improve in the required areas. The information retrieved is only as good as what you are willing to do with it.
- Show appreciation. Acknowledge and/or reward employees whom you have witnessed providing great customer service or have received compliments from a customer regarding the great customer service he or she was given. Appreciation goes a long way in building positive habits.
While these practices may seem simple, creating a culture of customer service takes dedication and consistency. It has to be a cornerstone of your organization’s values to be effective. When effective, it easily becomes an added value to your organization and the products and services you provide.
For more information, visit www.spirstar.com or call (281) 664-7800.
