How To Make Your Firm A Customer Service ‘Star’

By NH SBDC Staff

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Have you ever been served by a cashier who doesn’t make eye contact with you?  Or one who is busy talking on the phone or to co-workers? Or have you waited vainly at home for the contractor to show up and give an estimate?  And how about those interminable voice mail systems that won’t let you reach a human being?  You gave up finally – and that business has lost a sale.

The common thread in these scenarios is poor customer service.  It happens at every size and type of company.  Really good service is so rare that people comment on it almost with disbelief.  In serving customers that are ever more informed and discriminating, in a robust as well as a poor economy, good service is a competitive advantage.  It doesn’t happen by accident.  Businesses that provide it, no matter their product or service, size or sales volume, share certain characteristics.

Customer Service Stars:

v     Are customer-focused.  Successful companies discover and meet the needs and wants of their customers.  They recognize that without the customers they would not exist.  Rather then being regarded as intrusions, interruptions or outsiders, customers are welcomed, listened to and respected.  These businesses seek customer feedback and change in response to it.  Systems and services are designed with customer requirements in mind.  Customer service stars are “user friendly”.

v     Give more than expected.  Rather than make extravagant claims and fail to deliver, customer service stats give more than they promise.  It gets there sooner, the repair bill is less than expected, little extras are included free.  These companies are willing to give information and help, even when no sales are made.  Repeat customers are given discounts or gifts; at the least special recognition.

v     Treat employees well.  Much poor service is a result of insufficient training.  Customer service stars train everyone in the company, not just the front-line people.  Training includes phone and personal manners, handling complaints and conflicts and monitoring service and products delivery systems.  Well-trained personnel are informed beyond their specific realm of responsibility.  They can answer questions or find the answers quickly.

In summary, a commitment to service shapes and informs company culture, systems and priorities.  The process doesn’t end with the customer, it begins there.  Try it for your own company.  Does it rate as a customer service star?

© 2003 NHSBDC
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