Service Untitled

Companies need to find the customer point of view through words and phrases. Sales and service personnel want to sound positive, helpful, appreciative, respectful, inviting, and informed. We don’t want to get too technical, but we do want to improve the customer experience and say what customers want to hear.

A customer experience isn’t necessarily customer satisfaction, but our word choice can make profound impacts. Instead of “We’re out of that product now,” the innovative and positive response would be, “I can order that product for you today.” Instead of asking a teenager who walks into a hardware store, ” What do you need kid,” a respectful sales representative should ask a customer regardless of a nose ring or a purple streak in his hair, ” How can I help you?”

In the case of an angry customer who a perceptive customer service representative recognizes, a calming phrase such as, ” I do understand the inconvenience you have faced, and I am pleased to assist you. I want to help.” goes a long way to open up the lines of communication. At this time, you will want to listen closely, agree there is a problem, and work on a resolution most beneficial to the customer. A calm demeanor and the respectful responses can diffuse a volatile exchange and the loss of a customer. I have even noticed when I am working on the phone with customer service representatives that the ones who say, ” Do you mind holding two or three minutes while I access your records so I can serve you better?” maintain my interest and patience since they are essentially asking for my permission to place me on hold instead of the “please hold” operator who has taken it to be her right to be rude.

And as far as “words” and “phrases” that reflect a company’s culture, who can dispute the particular lingo necessary to order a drink at Starbucks? If you know the terms, it decreases waiting time for you and others behind you. It’s almost a language all to itself, but the smiling employees, their productivity,  and their enthusiasm has built a connection, loyalty and sense of belonging. Even their drinking cup size names are unique to Starbucks; short, tall, grande, and venti. The combinations are almost endless what you can order from a hot brewed coffee to espresso shots, and to even steamed at lower temperatures. It’s about the words; it’s about the culture, and it’s about people relating to people in the best possible ways to keep us loyal.

photo credit: Stuart Conner

There are a lot of factors that get rolled into one final exclamation of really poor customer service, and haven’t we all felt at one time or another the ardent desire to just scream in pure frustration? Of course the main factors of incompetence, rudeness, minimal training, and economic cutbacks have made their profound impact on negative customer service experiences, so why not help ourselves feel better, help to improve the company’s customer service, and earn some perks at the same time?

We can define perks as anything extra we receive that were not in the original agreement. Examples of perks awarded for poor customer service can include coupons, discounts, free upgrades, travel miles, free hotel accommodations, movie tickets, and the list goes on. As customers, we just all need to know how to ask for them. Ranting only raises your blood pressure, but biting your proverbial tongue, and adjusting your attitude, gratitude, and patience can make the difference in an otherwise very unsatisfactory customer experience.

The most important aspect of effective complaints is to be specific when speaking to a customer service representative. Actually I prefer to write letters and fax a copy of the letter with the initial problem, names, dates, circumstances, and solution. Whether you are speaking to a customer representative in person or corresponding by mail, it is imperative to stay calm and polite. When writing, always remain courteous, and it’s important  not to blame, insult, or whine.

Make Google your friend, and research the person or the department that will get you results. If you just send a letter to the company, chances are you will not hear much or just get a generic apology. Find the department where you will get results, and include in that ever important correspondence  the suggestions how you would correct the problem. As an example, my son (who you know as Douglas, the founder of this blog) was recently traveling and stayed at a well-known hotel chain, but was disappointed that the accommodations were less than stellar. The carpeting was stained, the room was poorly presented, and the maid service left no clean towels daily.

My son researched the hotel chain, wrote a letter explaining his experience, and offered suggestions for improvement. It is of note to mention that my son also complimented the past excellent experiences he has had with the company, and therefore wanted to make sure the company knew why this experience was so disappointing. The hotel chain was very apologetic, and has offered him points in their frequent traveler program which can be applied to future hotel stay discounts.

You don’t have to just rollover and accept the bad service; just have the patience and extend the grace to the company allowing them to make it up to you. When you have to wait too long for your car servicing because the service manager ordered the wrong part, ask for a free oil-change the next time. When your waiter spills wine on your cashmere jacket and offers to pay for the dry cleaning, ask for a complimentary dinner next time for all of the inconvenience. Companies do want to please you; just know how to do it right.

photo credit: all of olive.

There’s no one immune from receiving lousy customer service. I cringe at rudeness, robotic phone systems, and general incompetence, but I have learned the business world still marches on, and great customer service does exist. Companies that have figured out exemplary customer service aren’t just about direct business to customer interactions, but instead have made CEOs approachable while creating innovative procedures and actions to benefit customers, and have pulled away from the mediocrity most of us try to avoid. Here are some of the lessons I have learned:

1. A certain amount of automation is enough. There always has to be a way to opt out of the robotic phone answering systems. Aren’t there days when we just need to speak with a human?
2. Be prompt answering me when I have a problem with your company. Email is very convenient, but if I am annoyed by a product or service, I really want an answer before 24 hours. That’s why I have to use the phone, but if I get caught up in a robotic system with no way out, I get even more frustrated.
3. I am the customer, and you keep the records because I pay you. When I call with a question about a product that you know I already own or a service you provide, I don’t want to have to remember passwords. I forget them as quickly as I create them. I expect you to know the identification number on the equipment I lease from you. Why do I have to climb around dark cabinets to repeat it? You should have my customer account number already.
4. Work with me, and develop my trust. If you want me to spend a lot of money, I need to have fostered a relationship with you first. For instance, buying a home is the most expensive purchase I will ever make, and it’s not just about writing a contract to buy a home. I want all the information you can show me to make me feel this is the right decision to make. For instance, tell me about the schools in the area, tell me about taxes and industry in the area; tell me everything about this new community I need to know.
5. Be enthusiastic about your product. I want you to make me feel you believe in the product or your company, and you’re just not answering the phone or talking to me because you are just treading water waiting for payday.
6. Provide guidance and assistance for me when I ask you, but don’t hover over me. I find salespeople following me around in a store to be really annoying, especially if I tell them up front that I am just browsing. If I need help, then I want to know someone is nearby. It’s a fine line, but I think sales people should know the difference.
7. Sometimes I need online support. I really appreciate when I can find a telephone number predominantly displayed on a website. When I purchase a product or service online, and the phone number is convenient, it makes me think the company is completely transparent, and they want me to call if I have a question or problem.
8. Train your employees to be part of the company culture. I know it costs more money to train employees, but when I see employees living the philosophy of great customer service as if they were born with the talent, I am inspired and grateful to be doing business with such a stellar company.
9. Be aware of your competition, and ask my opinion. If your competition does it better, maybe it’s time for a change. Ask your customers how you can deliver a better product, be more innovative, or provide better service. We know because your competition is knocking at our doors every day.

I want to be loyal to you if you deliver innovative products at competitive prices and deliver services to me with respect and proficiency.

photo credit: Orin Zebest

Making that first impression in business with the appearance of your web site, the decor, the marketing, or just the friendliness of the first company representative a customer encounters, helps to brand your business. You don’t always have to be faster or cheaper to keep your customers from straying off to the competition, but you need to maintain a consistent brand of professionalism, speed, and convenience.

Customers may leave because they don’t like your product, their friends have influenced them to move to another company, or the competition simply has you beat, but according to statistics, most customers leave because of a change in attitude or indifference by the business. Customers always have to think you care, and customers want you to make them feel good.

Using the time-honored tenet of it being easier to keep an old customer than to find a new one, companies need to concentrate on customer user groups, periodic surveys, social networking, blogging, and above all – customer service. When you have hired the right people, and your employees know how to make customers feel important, customers keep coming back.

For instance, the hairdresser at the salon I have used for years recently relocated to another state. As most of you know, a woman’s hairdresser is really important, and never to be taken lightly. And, so after my hairdresser left, the owner of the salon called me, and asked me what she could do for me to help meet my needs. I was a bit elusive at the beginning since I didn’t feel as if the owner had been paying attention, but within a few days the owner called me, continued to stay in contact, offered suggestions, and made me feel as if I was a very important client. I was able to openly discuss some reservations I had about changing products and stylist, but she was informative, honest, and won my confidence back.

Customer retention strategies are an ongoing process. Concentrate on the most important elements:

• Hire the right people who have the right attitude. Are they friendly? Do they thank you?
• Do what you promise. Customers remember, and customers leave if you disappoint them by not delivering what you promise.
• Pay attention to your customers, and what is going on around you in your business.
• Help the customer even though it might not mean a sale at that particular time. Go beyond your own needs.
• Handle complaints in a mature manner. Admit when something has gone wrong, and correct your mistake. Always apologize to the customer.
• Stay in contact with the customer, and know their needs.

If you keep a database of addresses and email lists, send your customers birthday cards, promotions, and current interesting information. You want to stay in their minds, but never make it seem as if you are being a pest.

photo credit: Art Pets Photography

None of us want to lose customers, and enough surveys have proven to us that customers don’t mind spending a little more, purchasing again and again, and spreading the word if customer service exceeds our expectations. Of course, we need a way to find out more about our customers to develop that loyalty and advocacy, and therefore we need to construct a comprehensive, relevant, and accurate profile for each of our buyers.

Nowadays we call it Customer Relationship Management, which is a general term to describe a system that helps us track a customer’s purchase history, concerns, inquiries, product requirements, contact details, and even credit terms used in the past. When a customer calls, it is a powerful tool to be able to quickly scan a buyer’s past history and speak with a customer already knowing their relevant details; what they have purchased in the past. When you know that Mrs. Cobblestone already owns three pairs of Manolo Blatnik designer shoes, and a new Jeweled Satin Pump has arrived in your store, wouldn’t it be an excellent way to inspire customer confidence and make that person feel closer to your business? Who doesn’t like feeling like a partner when it is all about catering to your needs? What shoe enthusiast doesn’t appreciate a “heads up” on a fabulous new product?

Customer Relationship Management isn’t necessarily all about software either. Admittedly it is a business strategy to help generate new business and business leads so that we can turn these people into customers, but we want to keep them as customers. We do need to be careful though. Whereas the CRM system is geared to help us track customers for the ultimate purpose of zooming in on those who most likely will be the most profitable in the future, we will also see which customers aren’t spending much. Are they worth more time for us to cultivate, or do we leave them in the dust in favor of the customers who provide us with the most business?

Many of us lack the organizational skills to keep all of this data, but for small businesses, most of us can do without CRM software. We can keep track of our customers; we can email newsletters, send out hand written thank-you notes, and send out birthday greetings. We can even include the “not so often buyers” in our mailings and our marketing plans. As our business grows, a CRM system most likely will become more important.

The CRM software is readily available, and it isn’t just about making customer information handy. Good systems can help with day-to-day reports, watch sales trends, marketing, keep track of complaints, and track profit and loss which can improve customer relationships while increasing satisfaction and good-will.

photo credit: Torley

According to a JD Powers customer satisfaction survey, Canadian home builders last year have been more attentive to the needs of their buyers. Now that the demand for new homes has decreased, buyers have benefited because builders have more time to ensure quality and want to build brand loyalty.

According to the 2010 survey in the Greater Toronto Area, 20% of new home buyers received a defect-free home as compared to the previous year when only 8% of the buyers were satisfied their new homes were perfect. Builders want to salvage new home sales, and although they try very hard to keep the prices consistent with homes that have already sold,  builders are offering buyer incentives that are luring new buyers away from the complicated short sales and a seemingly endless wait for the bank sales to be completed. Instead builders are now coming in with their checklists, and making sure that every complaint is addressed, hoping to motivate more buyers once the word gets out about the exemplary product delivered at closing.

JD Powers has been known primarily for their automotive research, but now looks to housing as another major purchase that consumers research extensively.

In the United States, builders are getting busy again and are also luring new buyers with incentives and promises of better products. With the work force and supplies less expensive now because of the economic downfall, Americans buyers have also benefited with thousands of dollars of extra options at no cost and an improved product because the builders have more time to finish the detail work.

Although there are no statistics available in my community built by Toll Brothers, their two-step pre-settlement inspection was designed to provide customer satisfaction with a 360 item checklist as a guide. The following week all repairs on the checklist were to be done by the builder. When our home was built during 2002, the market was booming, and the customer service we received was mediocre at the best. For new buyers moving into our community, although no surveys have been done, word of mouth at social functions indicate Toll Brothers now to be much more attentive to defects and warranty claims.

Let’s just hope the new awareness with improved customer service will continue with builders. It could even be a plus for the still staggering housing market.

photo credit: merfam

The best way to become customer-centric is to prioritize the value of your customer. It’s not just about what you sell, your marketing strategies or even the value of your products or services. To be profitable and successful, the focus goes beyond the obvious, and filters down to the manufacturers, the product designs, how the merchandise is supplied, and eventually down to the cost of manufacturing.

There’s a plethora of “buzz” words out here to describe true customer engagement; some prefer the use of customer-centric, customer experience management, customer profitability or even customer value, but the bottom line, no matter what your description, is to place the customer needs in front.

Some companies believe that customer-centric only applies to service industries and only for those service representatives who directly have contact with consumers. Some companies are even convinced that high scores on customer service surveys are true evaluators of a customer-centric organization, but that is not necessarily true. Actually a successful customer-centric organization has figured out how to prioritize cost and quality to a customer, but also works with every other aspect of the seemingly endless process of manufacturing and delivery to assure the maximum service to someone with the least amount of disappointment.

Let’s use the example of Zappos since few of us can argue that this customer-centric organization doesn’t present an exemplary experience for their customers. This high volume organization uses customer service agents who have had extensive training and can inform, delight, and deliver that “wow” experience both online or by telephone. The price of their merchandise meets the competition, and customers know they are receiving value, and the latest trends, all of which are carefully monitored. Customers can track the quick and reliable delivery. In today’s world of social media and especially Twitter, delivery woes can play havoc on a branded image. Even the condition how merchandise arrives makes a profound influence on customer satisfaction, which again filters down to the high standards of the distribution chain of Zappos.

At Zappos the customer is always the focal point, and their technology creates convenient online ordering, and there are few contingencies to preclude any customer from returning, for free, merchandise that doesn’t fulfill their expectation. Combine that with a social web of team members who filter complaints, questions, and compliments, the company provides a stellar example of prioritizing the value of their customers.

photo credit: Torley

An appendicitis attack landed my friend Linda in the hospital a few months ago. We had been riding our horses, and she kept complaining of abdominal pains, so I ended up driving her to the hospital and staying with her until she was admitted and her family arrived. While waiting with her, it was pretty hard not to notice the long lines, the uninformed staff, the costs, the lack of security, and even the lack of respect toward patients by certain hospital personnel.

Shouldn’t hospitals provide customer service? After all, Linda’s two-day stay for the removal of her appendix cost $78,236.40. “I  almost had a heart attack,” laughed Linda when she saw the bill. “I know I went in as an emergency, but really – $39,000 a day?” So Linda had to fight her way through the very confusing maze of hospital billing services, billing codes, insurance language, and way too few customer service representatives.

Linda does have experience in the medical profession, so her task was not as monumental than perhaps for the rest of us who might not have figured out how to read the bills, what insurance companies don’t cover, and even recognize some of the ridiculous fees that can show up on one’s bill. As an example, Linda was charged $66 for the water recovery system in her room. That was the plastic pitcher and one plastic cup!

In 1998, the US Advisory Commission on Consumer Protection and Quality in the Health Care Industry adopted the Patient’s Bill of Rights. It has three major goals, and for the first time provided patients with some level of customer service. The law intended to help patients feel more comfortable in the US health care system. It stresses the importance of a strong relationship between patients and health care providers. Finally, it explains to the patient how to protect their health and their rights, and this last section also applies to insurance plans.

It is unfortunate that medical expenses used to account for the most bankruptcies among Americans. (Now it is replaced by the mortgage failures and the economic downfall.) Patients and their families need not throw up their hands however, but can follow some of the basic principles once they finally do connect with a customer service representative.

Hospitals need to reconsider their role in customer service, and patients need to be related to as customers. There needs to be a liaison between patients and hospitals. Top executive officers and administrative staff need to work together to bring courtesy, efficiency, experience, service, and the best possible product to offer patients. Hospitals need to cultivate patient loyalty and patient satisfaction – no different from any business with a solid plan.

photo credit: Seattle Municipal Archives