The basics of customer service are actually not all that difficult. So, why then is it that so many companies are lacking in good customer service?
According to an international customer service study of customer service attitudes of respondents in 19 different countries, while 60 percent regarded customers in a positive way, fully 40 percent had either neutral or outright negative feelings towards customers. Further, the study discovered that as organizational stress increased, so did negative responses. Not only that, but there was a significant increase in negative responses from large organizations (with 1,000 or more employees).
Good customer service begins with an understanding that the customer is king, that is, he or she provides the money that pays employee salaries, allows for the purchase of facilities and equipment, and enables a company to make a profit for its owners. If there is no customer, then there is no business. So how can you keep your customers coming back for more?
- Focus on customer service. Providing good customer service requires a single-minded focus on delivering it at every opportunity. Consider the way that you yourself would like to be treated as a customer by those companies you deal with, and keep that in mind as you serve your own customers.
- Add value. Why does a customer choose to do business with your company? Because he or she gets something—at a lower price and/or a higher level of quality—than he or she can get anywhere else. You and your co-workers provide added value, that is, you create products and services that your customers want to buy with their hard-earned money. Be sure that you are adding value to your organization and to your customer’s lives, not taking it away.
- Do great work. Your customers deserve your very best efforts—why not give it to them? In doing so, you will help to ensure that your customers remain your customers—providing your organization with the long-term relationships it needs to thrive into the future, while providing you with the satisfaction that comes from knowing that you have given your best efforts on their behalf.
- Build long-term relationships. Business is all about relationships, and long-term relationships are absolutely critical to the long-term success of your organization. Long-term relationships become the foundation for your organization’s future growth. Good customer service helps build customer loyalty and cements the long-term relationships that your organization needs to succeed.
Follow this prescription, and you'll be providing higher than average customer service to your customers. Provide anything less, and you'll be giving your customers a reason to shop elsewhere.
