Quote of the Week

Setting the Stage for Customer Care and Loyalty in Your Customer Service Department
 
In years gone by the acquisition of new customers was a company's primary growth strategy. As we have come to understand the workings of business in these times, focusing our attention equally on 'understanding and retaining the customers we have' is emerging as a simple and positive way to create more profit. When we keep more of our customers everyone benefits - our customers, employees, shareholders and our communities.

With this understanding, most businesses today consider customer retention a critical business strategy, not just a marketing tactic. There is a broadening awareness that creating value is a viable way of creating profit. And, so most companies have broadened the responsibility for keeping the customers (and keeping them happy.) These days, the marketing department is no longer the only one held accountable for customer retention. Responsibility for taking care of the customer is everyone's business. But those people that touch the customer directly everyday, all day, are those who shoulder a large portion of that responsibility.

There is a good reason every customer service representative is told on their first day with the company "You ARE the company in the eyes of the customer". They are told that because it's true. Often the only contact a customer has with your company Is through your Customer Service department. We've all heard the phrase "you never have a second chance to make a first impression". Well, it's estimated that 68% of customers have their first contact with a company over the phone. How well do you handle that impression - day in and day out? The skill and attitude of the person on that phone will convey to the customer if your company is hospitable, friendly, knowledgeable, capable and worthy of their investment in you. Conversely, if their perception of you is that you are indifferent, arrogant, stupid, and just don't care, they won't be back for more. The former behaviors setting the stage for loyalty; the latter tossing away a customer before you even had a chance to recover your investment in their acquisition.

Companies that have strong values, a sense of purpose and pride, a sense of humor and where people work together, can create an environment where people feel cared about. When people feel cared about, they in turn will create the kind of environment that breeds Customer Caring, the first step towards loyalty. Customer Service in these companies is often considered a profit center, rather then a cost center, since the activities done there create profit.

So, as a Customer Service representative, know that customer happiness and retention is part of your primary responsibility. Whether you run an established Customer Service center or you are just starting one, here are some guidelines for creating the kind of environment that will masterfully create positive impressions with customers.

Know What You Are There To Do. 

Be clear on why you (Customer Services) exist and the importance of the department to the overall well being of the company. Be able to articulate your vision and mission in real concrete terms (don't just memorize the mission statement.) And then, connect each person's job to the larger picture. What part do they play in the company's success and why is it important?

There is nothing more frustrating for a new employee than to be unclear about what it is they are employed to do. When a new person is not given a clear vision of what the company and department are there to do, how can they adequately understand how they should perform? When they don't understand how what they contributes to the overall goals, how can we expect them to make decisions that keep both the customer and the company happy?

Elevate Customer Services to the Position it Deserves

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