David Freemantle an international expert on customer service asserts that to deliver world-class customer service you must get both the foundations right as well as the little things. This article is based on an extract from his new book THE BUZZ (50 little things that make a big difference to world-class customer service)
THE ESSENTIAL FOUNDATIONS FOR DELIVERING WORLD-CLASS CUSTOMER SERVICE
By
David Freemantle
There is much research evidence which shows that companies that are successful over a long period of time are driven by a foundation of principles, values and beliefs which are applied consistently in everything they do. The people in these companies live and breathe these principles . This is reflected in all the little things that make a big difference to customer service on a day-by-day basis. Such consistent practice generates the trust which is so essential in building world-class customer relations.
Companies which lack such a foundation of principles tend to be expedient and blow with the wind. They are inconsistent in their approach because they have no guiding force. As a result they are often viewed with suspicion – as customers and employees alike to do not know where they stand.
All the little things front-line people do to create a buzz must therefore be checked resolutely against this foundation of five principles.
1. BE TOTALLY HONEST AND OPEN
Tell the truth at all times and let a customer know what is going
One of the most common complaints from customers is that they feel they have been misled by a company which has not come completely clean with them, for example about additional charges, stock levels, delivery schedules, the quality of the product and potential problems with it. Another aspect is the notorious ‘small print’ where companies attempt to divert a customer’s attention away from critical information.
It is a natural tendency to put a gloss on everything and show off products in the best possible light. No one wishes to hang out their dirty linen in public. The honest and open truth is that dirty linen does exist and a customer will feel totally let down if he discovers it too late. He needs to know the bad points about what he is purchasing as well as the good the points.
Being totally open and honest with a customer is absolutely critical if meaningful relationships are to be built up over a long period of time. As soon as a customer perceives a lack of honesty and openness then trust will be eroded and there is a high probability the customer will disappear.
The buzz can only exist when there is trust and customers feel confident that they will be receiving the real thing. Employees feel bad when they have to cover up and make excuses for their companies. The buzz burns off fairly quickly when this happens.
One of the little things that each one of us can do every day is to challenge the way we communicate with customers. We simply need to ask ourselves the question: “With respect to this current transaction process with a customer am I communicating in an open way such that she knows everything she needs to know about what is going on?”
Failure to ask such questions will lead to a communication vacuum and the spread of suspicion. To fill the vacuum requires a high degree of sensitivity to customers’ needs for communication together with a pro-active mentality and an investment of necessary time and effort to keep the customer informed.
Another way of looking at it is to ask ourselves the question: “If I were the customer would I be satisfied with the information being provided? Is this person being totally honest and open with me?”
2. BE HOSPITABLE
If you believe in friendly service then behave towards customers in the way you behave towards your friends. Be hospitable
Hospitality embraces a warm and friendly reception for all visitors to your premises such that they feel comfortable and are at ease on entering your building. It means being delighted to see visitors and helping them overcome any problems they might have encountered in bringing themselves to you. Hospitality means giving people a positive and even memorable experience. It means making customers feel special.
Hospitality not only relates to the ‘hospitality’ trade (hotels, tourism, travel, conferences and events) but to all industries including banks, retail, engineering, public sector or charity. Hospitality is reflected, for example, in the way you receive visitors to your building or department.
It might sound like a truism but the better the hospitality you provide your customers the better the service will be. You should avoid the reverse syndrome which is to drain your costs so much that there is no scope for hospitality, even minimal hospitality. What is the cost of a welcoming cup of tea in winter or a glass of juice in summer?
3. BE FLEXIBLE
Be prepared to break the rules and bend the system in favour of customers
Sharon Tan, a trainer with an computer company, whilst on an assignment abroad went shopping at a local supermarket to pick up a few grocery items to keep in her hotel room. When she went to pay she found long lines of customers waiting at each counter. Then she noticed two ‘fast track’ checkouts where no customers were waiting. The checkout sign stated “Fast track: for 10 items or less.” As her basket was not too heavy she went to one of these empty counters. The assistant looked at her with a frown and asked her how many items she had in the basket. She did not know. She had not counted. He then began digging through her basket counting each item. He discovered, as she feared, that she had 12 items. Thus instead of a three-pack of yoghurts (which would have counted as one item) she had three individual yoghurts. The counter assistant reprimanded her and told her she would have to go and queue at one of the other counters – where there were long lines. At which point she left her basket on the counter and walked out. She hurried to the 711 shop nearby where she had no such problem. She will not return again to this particular supermarket.
Whilst it is essential to have rules it is also essential to flex them from time to time if it makes sense. The risk is that when you comply rigidly with the rules customers become alienated. Rules are designed to help service customers.
Flexibility is a principle of mind by which front-line employees put customers first rather than adhere strictly to the rules and regulations set by bosses. In fact in the best companies (and Nordstrom is a famous example, TNT Express is another) the rules are minimal such that front-line have no option but to use their common sense in finding a flexible and satisfactory response to a customer.
It does mean training people to exercise their judgement without fear of retribution from their bosses, should a rule be broken. In the end there is only one rule and that obviously is “Do your best to please the customer.”
4, GIVE CUSTOMERS THE BENEFIT OF THE DOUBT
Don’t treat customers like criminals. Give them the benefit of the doubt
When Mrs Violet Parker, a senior citizen returned a damaged new blouse to the department store where it was bought she was asked for the receipt. Being rather absent-minded she had unfortunately lost it although she clearly remembered buying the blouse from this store. The store assistant gave her the benefit of the doubt and exchanged the damaged blouse for a new one.
Most customers are honest and would be loathe to exploit the goodwill of a company. It is therefore unwise to create policies which put customers through rigorous interrogation in pursuit of their rights, for example with respect to refunds and exchanges. The majority of customers can be taken at their word and should not have to prove, with explicit evidence, what they are saying.
So never doubt a customer unless you have rock-hard evidence that he or she is lying or wrong. When the customer returns a product and states “I bought this here yesterday and when I got it back home I found it was broken” you should replace the item instantly and with delight unless you are absolutely sure the customer damaged the product himself.
Similarly if a customer complains she has been overcharged then you should refund the difference instantly – unless it is perfectly clear the customer has mistakenly put the decimal point in the wrong place of her calculation.
In most cases (but not all) it is not worth the hassle of arguing with a customer who is convinced he is right and you are wrong. You will gain much more mileage if you humbly admit your mistake and allow the customer to benefit from the doubt you have in your mind.
Doubt is doubt. It is not certainty. When you are certain that the customer’s demand is unjustified then it is obvious that with politeness and courtesy you should turn it down. This is why it is erroneous to assert “The customer is always right”. Sometimes the customer is wrong.
5. BE GENEROUS
Find a way of showing your generosity to the next customer you meet It is called the 110% rule. For every 100% you take from others give 110% back. That’s only reasonable. The world would be a better a place if we all practised this rule – and customer service would be consistently outstanding across the globe.
We are born to be selfish and throughout life struggle to be selfless. In an increasingly competitive world it can be every man for himself. Only the fittest survive. Given a chance many will profiteer at the expense of others, exploiting them for a quick dollar.
What it is being suggested here is little acts of generosity for customers. Every day. Unless your own bosses are generous themselves do not ask permission - too many managers will be negative and stick to the rules, pleading cost-cutting rationales. They will forbid you from giving a candy to a customer.
Just do it! Just be generous! Don’t do it with other people’s money – because that’s not being generous – but do it with your own.
It means being generous with your own time, with your own thoughts and if you have any left, with your own money too. If you buy a customer a little gift (it has to be little to avoid accusations of bribery and corruption) then buy it out of your money.
If your company is sensible enough to budget for such gifts then treat that budget as if it were your own personal money. Then you can spend the company’s money wisely.
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