I think most people today would agree the
biggest “value-added advantage” in business is the
quality of your customer service. When products and
services are basically the same, the manner in which
they are delivered will distinguish winners from losers
when you read the bottom line.
In my work with business, health care, government
and education, I have observed numerous techniques
and strategies that create success for those who
ultimately know the only reason they are in business
and, for that matter, the reason they have a job, is
their customers.
Listed here are seven ways I have observed
successful organizations revitalize their customer
service, both internally and externally, by infusing
their customer service initiatives with new ideas and
strategies.
1. Every customer has a mind of his or her own and a
pattern of how he or she makes purchases. What
does this mean? It means that you must know your
customers, study them and understand what makes
them tick. Take the time to know why they come to
you and what they like, dislike and want from you
that you don’t presently offer.
2. Make certain you and your staff put a premium on
listening to your customers. What are they saying?
Ask them for recommendations and ideas as to how
you can improve their satisfaction. Listen, then listen
some more.
3. Skip the seven-page registration forms. People
loathe paperwork. If paperwork is essential, have the
customer do the minimum and you do the rest. Better
yet, find a way to stop killing trees and use less
paperwork. Do you really need or use all the
information you are asking for?
4. Get rid of canned sales pitches. Stop trying to sell
and instead help your customers make their own
purchases. The result will be the same, and I
guarantee there are fewer dissatisfied customers
when they sell themselves with only your guidance.
The only way you accomplish this is to know your
customers by listening to what they say.
5. Reward customers who pay their bills. Sound silly?
Figure out ways to reinforce this important behavior.
Favored customer promotions, cash-back incentives
or percentage discounts for those who demonstrate
loyal and responsible behavior is a good idea.
6. Prevent the wheel from squeaking too loudly. Too
often I have observed businesses and organizations
deny there are problems. It seems that the old adage
of “how we never have time to fix a problem the first
time but always seem to have time when it occurs
the second, third or fourth time?” seems to be
tenaciously hanging on in too many organizations and
companies. This is sad, especially when it is clear
that it takes less energy and resources, both fiscal
and human, to solve problems right away before they
mushroom into something bigger.
7. Forecast or predict the future. If you embrace and
engage ideas 1 through 6, you will be well on your
way to staying a step or more ahead of the
competition. Look forward. Don’t spend or waste time
looking at things in the past that can’t be changed.
Use what you have learned to create the future you
want for your customers and employees. As much as
I don’t like the phrase “cutting edge,” it seems to
apply here. If you predict and create your own
future, you will stay ahead of that edge and you
won’t get cut!
There you are, seven ideas that are making a
difference in organizations every day, right now.
They sound simple and really they are, but they take
hard work, commitment and trust in your staff and
your customers.
Utilized correctly, they can empower your staff,
energize your customers, revitalize your customer
service initiatives and put you ahead of your
competition.
