About Good Customer Service
Good customer service does not begin when the customer has a problem with the product or service. It begins when the customer purchases the commodity or service. Proper planning ensures that the customer does not have to wait to make a purchase. The good customer service mindset is apparent in each associate, not just those dealing directly with the customer. It is also apparent in those who provide managerial and technical support to the front-line customer service representatives. Good customer service is a comprehensive approach that encompasses several major factors.
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Proper Planning
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When customers decide to purchase a product or service, waiting can be annoying. If a customer has to wait too long, she may take her business to the competitor. Good customer service involves having enough associates to assist the customer at the point-of-purchase. However, in some cases, there is just a large influx of customers. In these cases, cross-training associates to assist and encouraging them to "jump in" and help during high-volume times are ideal. This helps foment the good customer service attitude in associates.
Back Office Processes
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Those who support the front-line customer service associates must have a customer service mindset also. The managerial support must ensure that any barriers to meeting customers' needs are removed. The support team should work to clear any bottlenecks in the process. Bottlenecks are those places where the work gets stuck. In other words, requests quickly enter the process but are very slow to exit the process. Technical support personnel need to ensure that the computer systems, printers and other structural hardware are working properly. Slow computer systems and erroneous data do nothing but frustrate the customer and the customer service representative.
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Customer Interactions
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Regardless of the mode of interaction with the customer (e.g., phone, face-to-face or Internet) there are some basic rules of good customer service. First and foremost, courtesy is a cornerstone of good customer service. Using words such as "please" and "thank you" go a long way to keeping a customer happy. Active listening also displays good customer service. Restating the customer's order or issue back informs him that the customer service representative is listening. It also helps prevent any misunderstanding about the customer's needs. Taking ownership lets the customer know what will and can be done. In addition, by providing a time line, the customer will know when to expect any follow-up phone calls and contact information.
Anticipate Customer Needs
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Good customer service also anticipates a customer's needs. For example, providing a cell phone carrying case with the purchase of a phone anticipates that the customer may drop the phone on occasion. Another example is the company providing a car charger with the phone. The customer may need to charge the phone while in the car. Good customer service solves problems before they are created.
Facts
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Lack of good customer service can be a costly proposition. According to Customer Service Manager.com, 68 percent of customer defection takes place because customers feel poorly treated. Eighty percent of complaints received by an organization are likely to have poor communication as their root cause, either with the customer or within the organization itself. The Office of Consumer Affairs in Washington, D.C., states that 56 to 70 percent of the customers who complain will do business with the organization again if their problem is resolved. If they feel the organization acted quickly and to their satisfaction, up to 96 percent will do business with the company again, and they will probably refer additional business.
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References
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- Photo Credit Image courtesy of Microsoft Office online
