Customer Service Is More Than Just Being Nice To People

Many organizations tackle to the issue of customer service by exhorting their employees to speak with a smile. Be polite. Never lose your cool. But isn't that a little like closing the barn door after the horses have gotten out? Good customer service should be about a good customer experience with your product. This begins with the relationship your company cultivates with a customer.

This relationship will be tested by the entire process of the buyer seller relationship.

1. The images and promises of the marketing campaign

People begin to form opinions of your company and products from the messages they receive before they even purchase your product. Often, they receive these images before they have even thought of buying. Will your images match the experience?

2. The ease of ordering/purchasing the product

Once someone has decided to purchase your products or services, how easy do you make it for them to do so. Is there someone to answer the phones or will they get a voice mail message? Actually, many companies lose sales in this way. Some people, who want to act now, will simply hang up and go on to the next company that will answer their call. Also, many leads are not followed up A message is left but no one gets back. When the buyer does reach you, are your systems in place to make the purchasing process as simple as possible? Buyers want to feel that they've made the right decision in choosing your product. By creating an easy process for ordering, you help them feel confident in their decision.

3. How well does the product live up to the expectations of the marketing?

Your customer now has your product in his possession. Will it live up to any hype used in the marketing campaign? Or will there be a letdown when the actual product does not match the expectations? Marketing is a powerful force. It will create expectations that must be fulfilled by the product. When it doesn't, it can create customer satisfaction problems. Make sure your product matches expectations.

4. How well will the product live up to the expectations of the customer?

In addition to the marketing message, a customer usually forms his own expectations based on past experiences with similar products, observations and conversations with others. Will this add to the experience or create a letdown? Product must match expectations or exceed them. Anything less will create a potential customer service problem.

5. When something goes wrong, how is it fixed?

Do you acknowledge that problems can happen? Have you decided how to satisfy customers? Have you looked at the financial ramifications of your solutions? Better yet, look at the product itself. If you find many customers with similar products, perhaps it is most appropriate to address weaknesses in the product itself.

6. What are the procedures?

Even with the best of products, problems can occur. It's best to address these issues beforehand. Decide what processes will be used to satisfy your customers. Think about replacement ? and its cost, discounts, etc. If you are going to replace a product, how quickly can you get it to someone? As a replacement, it must take precedence over new orders. Customers will tell more people when they've had a bad experience then when they've had a good experience. Solving customer problems not only affects that specific customer but many other people as well.

7. Can your organization be easily reached or is the process frustration to most?

Everyone has frustrating stories to tell about voice prompts that go nowhere. They don't cover your problem and they continually loop back into the system without a way to speak to a live operator. Make it easy for people to speak with someone. Test your systems thoroughly. Automation can be a great help and a cost saver for organizations but it must be used judiciously.

8. Can the customer service rep actually help?

Customer services reps must be empowered to solve problems. They must be able to do more than empathize and smile. Nothing is more frustration than a nice customer service rep that is unable to resolve your problem. Give your staff the appropriate information and training. Let them have responsibility and accountability for their actions. Employees tend to rise to the level that is expected of them.

Good customer service requires an ongoing examination of methods. The questions discussed above will start the thought process necessary to truly deliver world class service.

Jo Ann Kirby is president of KRG Communications Group. She has 20 years experience in sales, cusotmer service, telephone sales, management with an extensive background in training and development. Her background also includes extensive b2b telesales management experience. Jo Ann has been published in The Toastmaster, NAPPS Network and Commerce magazines. More can be found at http://www.krgcommunications.com

In The News:


pen paper and inkwell


cat break through


Customer Service For Huge Profits

Customer service is the most vital asset for Business either... Read More

What Every Employee Should Know About How to Win the Loyalty of Customers

Dr. Michael LeBoeuf, in his cassette album entitled, Win... Read More

How Not to Get Stiffed, Improving Your Collection Procedures

Some businesses have slow paying customers or past due balances... Read More

How to Win the Hearts of Your Customers and Friends

Those of us doing business over the internet have to... Read More

We Sell For Less and Our Stores Are a Mess!

What kind of image do you present when marketing your... Read More

What Every Manager Should Know About How to Prevent Customer Service Conflicts

There are five techniques that have been proven to be... Read More

Cheap To Keep

You've heard it all before when it comes to stats... Read More

How To Kick Your Customer Service Up A Notch!

Welcome to the inaugural issue of Human Tech Tips --... Read More

Take Care of Yourself Before You Take Care of Your Customer

One of the most important questions people ask when they... Read More

Absence Makes the Heart Grow Fonder

However, in the world of business, this cliché may not... Read More

What?s in a Name?

Different people call their Customers by different names. If they... Read More

Can Three Words In Websters Dictionary Be The Key To Customer Loyalty?

Are you concerned about customer loyalty? Are your customers so... Read More

4 Things Your Clients Want From Your Company

Sure, all clients are different. They have different kinds of... Read More

Loyalty Programs May Keep Customers Coming Back ? But First You?ve Got to Earn their Trust

Remember trading stamps? If you're over 40, chances are you... Read More

Make An Action Plan To Improve Customer Service

Customer Service is a critical factor for keeping your clients... Read More

Does Your Customer Talk Back To You?

What is your customer saying about you? Do you really... Read More

Whats The Customer Service Buzz About Your Business?

If you're a regular reader of my column you know... Read More

Add Value - And Kill Mediocrity in Customer Service

There are two kinds of customer service we all experience... Read More

Dealing with Difficult People

1. Don't get Hooked !!!When people behave towards you in... Read More

Become a Customer Enthusiasm-Guru!

One thing all successful small business owners have in common... Read More

Increase in Customer Sales = Increase in Customer Service

One of the most popular questions asked in online business... Read More

It?s Customer Service Stupid: Delivering Customer Service Training That Sticks

"Society is always taken by surprise at any new example... Read More

4 Tips Toward Overcoming Bad Customer Service

Customer service is the pits, you say. You are not... Read More

Courting Customers - From First Date to Marriage

Landing a new client is like courting a potential spouse.... Read More

Breaking the Ice and Winning Over the Client!

Wherever you turn these days you'll find articles covering every... Read More

How to Provide Instant Customer Service

Customer service is an essential component of any business. Clearly,... Read More

Customer Service and Call Center Outsourcing, Whats The Buzz?

The buzz is all about customer service and call center... Read More

What Every Manager Should Know About How to Learn from the Complaints of Customers and Employees

Listening to complaints, whether they're reasonable or not, is a... Read More

Saying Thank You to Your Clients

"Thanking your customers" - Why you should do it and... Read More

Customer Service - A Sweet Essence

First let us specifically define customer service. It is the... Read More

How To Keep Your Customers Coming Back -- Understanding Customer Retention

Why do some businesses offer points, stamps or every tenth... Read More

Customer Service A Chickens Way

Anyone who knows me knows my favorite fast food restaurant... Read More

Your Number One Asset

Customers put you in business, keep you in business, and... Read More