I doubt that there is a business owner or manager anywhere who will tell you that customer service is not important to them. If you’re like me, your inbox is inundated with follow-up surveys asking me to rate the “customer experience” that I’d had at my bank, local restaurant, internet provider, etc. Usually, it is a numerical rating system, and sometimes there is room for comments. But I always wonder if anyone actually looks at those surveys because I have never received a follow-up call when I have had a negative experience.
I am not suggesting you forego some sort of tool to measure customer satisfaction, but simply sending out a survey is not enough. Good customer service is something that starts at the very top of the organization and is funneled down to every employee who comes into contact with your customers.
In order to have each of your employees act in a customer service role, you will need to empower them to make decisions when a customer comes to them with a complaint or concern. To some degree, front-line employees need to be able to take care of a customer’s problem when brought to their attention. The sooner you can address a customer’s concern, the better because a quick response demonstrates that you are taking the complaint seriously.
See also: Make yourself easy to do business with
Spend some time training your employees on the best way to deal with a customer who is upset. Teach them active listening techniques as one strategy for demonstrating that they understand what is upsetting the customer and can begin taking steps to resolve the problem. Also, have a plan in place so that an employee knows what to do if the problem is outside their ability to solve, especially if the customer is looking for significant financial compensation.
It is also important to remember that good customer service is not just about resolving problems. It is also about making sure customers know you appreciate their business. Make sure that every interaction with customers reinforces the message that you are ready, willing, and able to serve the customer and help them to be successful.
Every single person in your company plays a role in ensuring that your customers are taken care of properly. This includes people who answer the phone and even your automated phone system, which can be a major source of frustration if it takes multiple prompts for the customer to get to the proper department or person. It also includes your accounting department and how they respond to billing questions and the way drivers interact when they are at your customers’ locations.
Remember, customers don’t expect you to be perfect. What separates good companies from not-so-good companies are the things they do once a problem occurs. That is where companies with customer service as a core value will shine.
Jane Clark is vice president of member services for NationaLease. In this position, she is focused on managing the member services operation as well as working to strengthen member relationships, reduce member costs, and improve collaboration within the NationaLease supporting groups. Prior to joining NationaLease, Clark served as area vice president for Randstad, one of the nation’s largest recruitment agencies, and before that, she served in management posts with QPS Cos., Pro Staff, and Manpower Inc.
