Taking Customer Service to the Next Level
By: Roxanne Emmerich, CSP, CMC
If you think back to the time when you saw your home for the first time, you
probably remember seeing things that needed to be fixed: the crack in the basement
wall, the light fixture that’s just a little crooked, the kitchen hinge
that’s not quite right. After you moved in, suddenly you were able to
walk past all those things without being bothered by them. In fact, you almost
forgot about them.
The same thing happens with our customers. Since they aren’t walking
in the door every day, they notice things
that aren’t up to par and make
judgments about your organization based on those observations. If your company
doesn’t have customer service systems and standards that are uniform and
based upon customers’ expectations, chances are your customers are noticing
things about your organization that aren’t acceptable to them.
There’s an easy approach to tuning up your customer service and giving
it a consistent look so that your customers can expect to always receive high-quality
service. This simple five-step system will dramatically improve your service:
Step One
Identify your perception points. Every time a customer encounters anyone or
anything from your organization, he or she forms a perception. It could be good
or bad, depending on how well that perception point met the customer’s
standards.
Examples of perception points include telephone conversations, correspondence,
greetings, billings—anything that presents an opportunity for the customer
to make a judgment about your organization. Identify all of your company’s
perception points. Simply ask yourself, At what times are customers given the
opportunity to form an impression of us? List them.
Step Two
For each perception point, list your standards of performance. These are the
minimum standards that everyone working in your organization should meet consistently.
The standards should be measurable and definable. Since every organization will
have telephone conversations listed as a perception point, let’s list
some example phone standards:
-
Answer the phone by the second or third ring.
-
Always identify yourself by giving your name.
-
Never put the caller on hold without asking for permission and waiting
for a reply.
Never put a caller on hold for more than 30 seconds. Never tell a customer what you can’t do without following with
what you can do. (“I can’t have those papers to you by Wednesday,
but I will deliver them to your business on Thursday morning.”)
Decide on the standards for each of your perception points. Double-check them
to make sure they are measurable. You should be able to say objectively that
someone did or did not meet a standard.
Step Three
Make sure everyone in your organization understands and applies all of the standards.
Document them and include them with new employee orientation packages.
Step Four
Constantly elevate your standards. Take them to the next level. If you have
created a standard that all outgoing voice-mail messages should be updated daily,
consider changing that to twice daily. (“Hello, it’s Monday afternoon.
I’ll be in a session from 2 o’clock until 3 o’clock and will
be returning calls after that time.”)
Step Five
Apply peer pressure. If someone doesn’t meet the standards, it is a reflection
on everyone in the organization. Don’t wait for a manager to crack down
on someone who isn’t applying a standard. Ask the person if he or she
needs help understanding the standard. If he or she understands the standard
but isn’t applying it, the person has an attitude problem. Be direct in
asking the person to apply the standard consistently.
Never lose your child’s eye. When setting your standards, look at all
of your approaches and systems as if you were seeing them for the first time.
You’ll be shocked at what you look at every day but don’t see. And,
once you have your customer service practices in a state of excellence, you
can always go home and fix that crack.
Roxanne Emmerich is the author of Thank God It’s Monday:
How to Build a Motivating Workplace and is listed by Sales and Marketing Management
magazine as being one of the top 10 most requested speakers in the country.
She helps organizations revitalize their passion to be extraordinary. Roxanne
can be reached at Roxanne@EmmerichGroup.com or 800-236-5885.
© 2001 All Rights Reserved. Reprinted with permission from Roxanne Emmerich
and The Emmerich Group, Inc. (800) 236-5885.
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