Today’s business environment is increasingly complex and competitive, often rendering traditional business plans obsolete. For just about every product or service, there are an overwhelming number of choices, leaving consumers dazed and confused. So how can you stand out from a sea of competitors promoting similar offerings? Become known as the company in your field that provides world-class service.
What is world-class service? It is the talk of many but the reality of few. When a company provides a client with world-class service, it often becomes a legendary experience that the client retells to others in a form of free publicity for the service provider.
What companies come to mind when you think of world-class service? What establishments do you patronize whose service exceeds your expectations on a continual basis? Typically, these are not the places that have the lowest prices. Their value is created by elevating the customer experience to a point where paying a premium is not an issue.
First of all, companies should understand the difference between the product – the commodity or service being delivered – and the process – the method by which that product is delivered.
Pike Place Fish Market in Seattle has become world famous for this differentiation. While their product is fish, their word-of-mouth fame was created by the process in which that product is delivered: throwing fish. The product of a doctor is clinical expertise, whereas most people would agree that the process by which that product is delivered (bedside manner) might be just as important. Since Realtors do not have exclusives on the homes (product) they show and sell, their sole value is created by the service they provide (process).
Here’s the point: Your reputation in your field may be created more by the customer experience you deliver than the product or service you sell.
There are six simple actions that determine your level of customer service (from the customer’s perspective). When an objective assessment is made in each – coupled with systems and strategies to improve – the result can be immediate and transformational changes in your business. They are:
How well you listen
Do you clearly understand the needs of your customers? As Mark Twain once said, “We have two ears and one mouth so that we can listen twice as much as we speak.” You do not need to start out offering all the answers … first begin by asking all the right questions. What do your customers really want and how can you better serve them?
What you say
How well do you answer questions, provide information, guidance or direction? Helping your customers understand the range of offerings available (and the pros and cons) and explaining what best fits their unique needs will build loyalty. Helping them all along the way and being available for ongoing service will build customers for life.
How you say it
Have you evaluated your non-verbal communication, such as body language, tone and inflection? In his book, Silent Messages, Albert Merhabian found communication is 57 percent non-verbal – body language, eye contact, a warm smile and open gestures – 38 percent voice quality – volume, tone and inflection – and only 7 percent the words you say. Yet most people tend to focus their time, energy and training on the words they say.
What you do
Do you consider your actions taken or not taken? The only thing worse than doing nothing is saying you are going to do something and not following through. It creates disappointment and loss of trust. Taking the time upfront to address your customer’s needs, wants and desires will keep them coming back.
How you do it
Are you there to please or appease? Do you find that some workers are just going through the motions, while others take pride in the company, their work and truly care about the well-being of customers? Making customers feel special and appreciated creates an emotional bond that is not easily broken.
When you do it
Immediate response times that exceed expectations create a positive perception, while long wait and response times create frustrations leading to a negative perception. We are living in a “drive-thru’’ world where communication expectations are greater than ever before with the advent of emails, cell phones and text messaging.
MEMORABLE EXPERIENCES
Most service experiences are unremarkable. We tend to remember only those experiences on the extremes of either side. Poor customer service leaves consumers frustrated and disappointed. In the restaurant business there is a famous saying: “You are only as good as your last visit.” An exceptionally long delay in receiving food may be as damaging to a restaurant’s reputation as a bad meal.
Why is it important to create a world-class service culture? Because not only are the products or services in most categories being commoditized by your competitors – where the lowest price wins – but more and more often the service component is playing a greater role in your customers’ buying decision.
For example, if you look in the phone book under “Automobile Repair and Service,” you will find pages of ads with every company communicating basically the same message. Since most people don’t truly understand what is being done underneath the hood, their loyalties lie with the way they are greeted, on the phone or first meeting, and the way they are treated.
And finally, when talking about world-class service, it all comes down to people. Robert Spector, author of The Nordstrom Way, relays that retailer Bruce Nordstrom’s hiring philosophy was to “Hire the smile and train the skill,” noting that he could teach anyone to sell shoes, but he couldn’t teach everyone to smile. If you look at organizations that provide world-class service, you will usually find they hire the best people and then provide a supportive culture where those employees can flourish.
