How to Deliver Superior Customer Service
When Remington Sporting Company sent a long-time client a $14.25 item to repair a piece of equipment, he asked them to send it priority mail. The shipping cost was $14, which was about the same as the part. Instead, Remington sent it overnight -- with zero shipping charges, according to Field & Stream online magazine. (See Reference 1.) Now when this customer talks to his friends, he will likely recount his excellent customer service story time and again. A high level of service generates repeat business and brings in new consumers.
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Survey clientele. Ask them to complete surveys after their experiences with your company. Random polling keeps employees from knowing when they will be rated. The data collected will provide a baseline to measure future improvement. Conduct them on a regular basis, recommends the International Customer Management Institute. (See Reference 3.) Polling helps identify problems and weaknesses. Satisfaction surveys also help determine customer expectations.
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Exceed expectations. Find out what clients want and surpass those needs. Proving the organization cares enough to exceed their needs before they voice them is an example of superior service. Stay current on consumers' wishes; don't work from outdated information. Monitor trends over time and continually update consumer logs.
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Create strong first impressions. The initial contact between you and the client sets the tone for a strong, lasting impression. Strong customer assistance and superior service from day one will set your company apart.
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Remain accessible. Customers feel more valued when they can easily ask questions or voice a complaint. Clients like to feel comfortable approaching anyone in the company and they value a prompt response. Accessibility can be easily overlooked, especially by a large company, but it is the core of customer satisfaction, according to the IBM Human Ability and Accessibility Center. (See Reference 4.)
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Educate customers. Keep clients coming back by offering classes or seminars. Also, provide written information about products and services, recommends SCORE.org. The Service Corp of Retired Executives says taking the time to offer hobby classes on different crafts (if your company sells crafts), for example, keeps consumers interested. (See Reference 2.)
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