The Impact of Customer Service on Business
It's an old adage that every business is dependent upon its customers. A business that treats its customers poorly is a business that will not last for long. Customer service is one of the less tangible aspects of a business, but that does not make it unimportant. On the contrary, many customers will remember the quality of service they received more than the quality of a product.
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Retail
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The retail world is a very fast-paced environment that is focused on speed and efficiency. In this environment, it is sometimes difficult to remember that every customer is an individual with her own desires and problems. Hiring staff who are both knowledgeable about the company's products and friendly in their personal demeanor help to provide both useful and pleasant assistance to customers. Staff should be aware of customer needs by offering assistance when customers enter the store, but not so pushy that they become a nuisance. Extensive knowledge of the merchandise is an important part of the ability to be useful to customers.
Hotels and Restaurants
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The ambiance of restaurants and hotels is often more diverse than retail establishments. Some restaurants are very utilitarian and focus on maximum turnover, while others focus on the quality of the experience for diners. It is essential for any successful restaurant or hotel to hire staff who are skilled in providing guests with a polite and courteous atmosphere. Many patrons of restaurants or hotels are on vacation or celebrating special events, and are more sensitive to how they are treated than in a retail environment. In restaurants, staff should make every attempt to cater to the patrons' preferences and dietary needs. In hotels, patrons should be made to feel welcome while having their privacy respected.
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Making Amends for Mistakes
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Some degree of error is inevitable in any establishment. A polite and effective response to a problem can often leave a customer with a better opinion of your business than they would have had no mistake been made in the first place. If orders are mismanaged, reservations are lost or merchandise is broken, offer to replace it free of charge. The good will that this kind of act generates is worth more than the cost of the materials.
Sincerity
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Insincere expressions of interest and politeness can often backfire. Most people are put off by employees who mouth corporate phrases in an attempt to ingratiate themselves, when they are clearly fulfilling company policy. A much more effective method of connecting with customers is to train employees to always be mindful of the importance of the customer in their own careers. Employees should listen carefully to customer complaints and make appropriate suggestions of solutions that would be acceptable to both parties. Taking a moment to commiserate with a customer who has a problem is just as important as solving the problem when it comes to customer relations. Showing the customer that you care about them as well as their business will benefit both the customer and the business.
Bad Service
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Bad service can kill a business by alienating customers and driving their dollars to your competitors. Employees who provide customers with inferior or rude service need to be trained in proper customer service, reprimanded, or, in extreme cases, terminated. Employees who are under pressure may ignore customers, speak to them rudely or refuse to assist in finding a product or solving a problem. Customers will not make a distinction between employees and owners of businesses, and if they are mistreated will promptly cease to be customers.
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References
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