CS//CUSTOMER SERVICE /

Quality relationships define good customer service

When what the customer expects matches what they receive, you are successful.

 

What is customer service? 

Anything you want it  to be – and that’s where the problem begins.

If we can’t say what customer service is, we can say what it isn’t. Customer service is not an abstract notion, or just a matter of being nice to people and following common sense – and then hoping that your employees will understand.

Customer service is a definable and concrete part of a product or service and must be described in specific qualitative and quantitative terms. You must state clearly what service you will deliver to your customer and in what amounts, and communicate this policy to your employees, associates, and customers so they understand it without reservation.

As hard as this may be to do, it is the beginning of a consistent policy that can distinguish your business from your competitors. However, it is only the beginning. Implementation is a constant, ongoing process requiring determination, kindness, nurturing and discipline, and yes, a lot of common sense as well.

More than anything else, quality customer service is about integrity. To give the customer value, to deliver what you say you will, to do it consistently with a caring attitude, is what your customer expects. When what the customer expects matches what they receive, you are successful.

As we continue our discussion our ideas are not intended to be a definitive statement on customer service, or to suggest that giving good customer service is a simple process. If it were, we would all be doing it; and obviously, many businesses still find good, consistent customer service elusive.

One thing is certain if you make customer service your passion, you will eventually have to address every aspect of your business – because every aspect of your business relates to your customer.

In the meanwhile, the public is told several times a day that businesses care about them – while the consumer continues to search every day for businesses that do.

 As we continue this process, we will address different aspects of making customer service the cornerstone of a successful business.

To be continued….

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IMPLEMENTING GOOD CUSTOMER SERVICE – THE BASICS

If you are going to have a definitive customer service program with effective implementation, it becomes essential to define what level of customer service performance your product and market niche requires.

This means you must create a specific customer service performance model. You cannot be all things to all people. Therefore, you must specifically define what you intend to do for your customer.

More than anything else the customer service performance model must define value. Value can simply be defined as what you give the customer in product and service for the market niche and price range you are serving.

That is why it is essential to evaluate what market niche your product is serving and what level of customer service performance is expected within your market definition and price structure.

Regardless of the price of your product (expensive/inexpensive) you have customer expectations within that price structure. An example is the current phenomenon of on-line, retail discounters offering brand-name products at discounted prices. While the product may be the same, the level of service expectation is considerably less and this is clearly stated in their marketing and advertising messages.

You must decide what level of the market you are going to serve. This is true for large companies as well as small, because each region or location has to meet local competitive needs in order to be successful. This also requires each location to train its employees to respond specifically to the need of the defined market.

There is nothing more critical in delivering good customer service than to begin meeting your potential customer’s expectations from the minute they enter your business, be it on-location or virtual. Remember, these expectations have been created by your advertising. What you say you are must match what you are in both service and quality - nothing less than authenticity will do here. It is essential.

Customer service must be defined as more than simply being part of your selling process. It is an overview, a philosophy of doing business, and must be integrated into your whole process.

Each business is a unique and dynamic living sculpture consisting of a delicate balance of necessary relationships. When this delicate balance is not present, the productivity, profitability and satisfaction owners and managers are hoping to find from their business endeavors does not happen.

Next time we will specifically review the essential questions you must ask and answer to implement a successful customer service policy.

 

 For more  information read:     The competitive advantage

 

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I am sure it has occurred too many that the face of customer service as we knew it has changed.  The question is – changed to what?  While the answer may vary, we know what was once the local store can now do business in the international market place.

Learning how to profitably survive in this new evolving business climate can be a slow process. This is where so many small businesses are floundering, and why many customer service practices do not live up expectations.

Adding to the dilemma is that the companies whose average customer service is costing them repeat business don’t realize the seriousness of the problem they are facing.  This is in spite of the fact they continue to run surveys and pile up tons of data that do not get to the root of the problem. 

Again, we come to the question – what is the problem?  What is changing the concept and redefining what customer service is?  Of course we know evolving technology is at the root of the problem - we hear this all the time.  However the basic question remains - how? 

We will be exploring this question in the weeks to come and hopefully find some useful information that you can apply.  While the big guys will survive, the issue is how small business is going to do the same. 

If anyone out there has some ideas to offer, we would love to hear them. Good customer service is the thin edge you need to survive these tough times.

Thanks for your interest.

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CS/ Good customer service: “People do business with people they like.”

Clarity – Transparency – Empathy 

During a conversation with a friend, he complained about the quality of the cleaning his clothes were receiving from the cleaners he had been going to for years.  I asked him how long this had been happening and he said, “For some time.” 

Confused by his answer, I asked him why he continued to use them.  His answer: “I like them, they are very nice people.” 

In this simple statement sits the key to good customer service. You can have all the procedures down, plus the best of training, but good, consistent customer service will continue to elude you and your business unless this key concept is emotionally understood and implemented. 

“People do business with people they like.” 

This basic principle is the key that will grow your business faster than any other because it creates the framework for your customer service philosophy. 

The way we show people we like them is not only by treating them with civility and courtesy, but by making sure when they do business with us they receive value for the money they invest in our products. 

The cornerstone of all good customer service policy is:  Clarity – Transparency – Empathy.  When practiced consistently, your customer will always receive value. 

Till next time.........

Your comments are welcomed and appreciated.

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I know it is counter intuitive to believe this, but you might be surprised that despite good intentions, the underlying personal and emotional values held by the owners of small businesses often get in the way of a viable and consistent customer service policy.

This needs some explaining.  When a person decides to take the leap into entrepreneurship, they are making a personal commitment and sacrifice to create a better life for themselves.  As tough and demanding as small business ownership is, it also has a feel of freedom attached to it. That’s where the problem starts.

In the process of making such a life-changing decision many financial and market factors are considered before making the leap.  Here, we are all careful and thorough.  We want to make a good start. From our experience, the one area that does not get enough attention is the strong, personal emotional need to be free that often drives this decision.

Besides all the other reasons for starting your own business, one of the strongest is the personal desire “to be free of the yoke.” This does not need much explaining if you are already a small-business owner or in the process of making the decision to become one. You understand this intuitively.

Unfortunately, those that do not clearly understand they are merely exchanging yokes are the ones who usually do not do well at customer service. There is an old Pizzaonian proverb about having your own business that states, “When one ceases to be a servant of their employer, they become the servant of their customer.”

 

If you are having customer service issues how do you find out if you are part of the problem?  You don’t, at least not by yourself. If the problem is serious enough you can hire a professional customer service consultant to sort it out for you.

However, if you choose to go it alone, you can start by asking your employees. If they can be open with you and feel they can communicate honestly and freely without repercussions, they can be a great resource - whether you have one or one hundred employees. In addition, asking friends who patronize your business can also be a good resource.  

 Keep in mind, you don’t simply ask, “How am I doing?” Your questions should be carefully thought out and phrased in such a way they will elicit a thoughtful response.

Good luck, however, the success of your business depends on delivering quality customer service, not luck.  And, let us never forget that excellent customer service always starts with a quality product that provides real value.

For more information:

dated but still useful:

http://boss.blogs.nytimes.com/2014/01/01/the-best-small-business-posts-of-2013/?_php=true&_type=blogs&_r=0

Websites where you can find information on what and how to ask your customers:

http://www.inc.com/tom-searcy/5-great-questions-ceos-ask-customers.html

Until next time -- please take a moment and let us know what you think - thank you.

John Frank Giovanni

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"

 

Can you define your customer service philosophy and strategy?

"Only those who can soar like Eagles reach the summit." Pizzaonius

If the value of your product or service fails to meet your customers’ expectations - your customer service stinks!

Marketing and sales create expectations; customer service is what fulfills those expectations.

However, before those expectations can be met you must create value.  Value simply defined means a product that meets the customer’s expectations within the price range they expect to pay. 

The key here is the phrase within the price range they expect to pay. In other words, five dollars should buy the best five dollars can buy, and a hundred dollars should buy the best hundred dollars can buy.

While this is more easily understood with an actual physical product, this concept is frequently misunderstood when dealing with a service product.

First and foremost, customer service relies on a quality product consistent with the price that is being charged.  In order to be successful, a company must put all of its efforts to make sure they have a quality product that will meet all the advertising and marketing claims that are made.

Without this, everything else fails.

As obvious as this all seems, it is amazing how many times the expected value is not received by the customer. Unfortunately, the business is not going to hear about this. You will have a dissatisfied customer who will probably never say a word to you but will say many words to everyone else they meet when talking about your company.

To be Continued……

 

John Frank Giovanni

Interesting reading - well worth your time - "The 13 Defining Moments Of Business Leadership [Video]"

http://www.forbes.com/sites/sap/2014/02/24/the-13-defining-moments-of-business-leadership-video/

 

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Clarity – Transparency – Empathy 

During a conversation with a friend, he complained about the quality of the cleaning his clothes were receiving from the cleaners he had been going to for years.  I asked him how long this had been happening and he said, “For some time.” 

Confused by his answer, I asked him why he continued to use them.  His answer: “I like them, they are very nice people.” 

In this simple statement sits the key to good customer service. You can have all the procedures down, plus the best of training, but good, consistent customer service will continue to elude you and your business unless this key concept is emotionally understood and implemented. 

“People do business with people they like.” 

This basic principle is the key that will grow your business faster than any other because it creates the framework for your customer service philosophy. 

The way we show people we like them is not only by treating them with civility and courtesy, but by making sure when they do business with us they receive value for the money they invest in our products. 

The cornerstone of all good customer service policy is:  Clarity – Transparency – Empathy.  When practiced consistently, your customer will always receive value. 

Never forget -  Customer service  must be “good theater.”

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"Customer service is more of an attitude than a process.” 

 

When you analyze and observe customer service you notice very quickly how much is policy rather than fact.  Companies, big and small, seem to have the same issues: how do we implement consistently good customer service? 

Simply said, how do we get employees to follow customer service policies?  If this were easy to answer there would be very few business failures.  It’s always worth noting that customers will stay with companies and services that offer consistently good customer service, even when they are not always the most competitive or the “best.”  

In other words, if you respect the customer and consistently treat them accordingly you have to really do something significantly bad to lose them.  Today you hear that price is everything.  At times it may be, but even so, you better deliver price with good service or someone else will. 

 

Added to the existing problem of “face to face” service in today’s marketplace is the need to address how customer service is delivered in a world where many shop and buy on-line. Virtual- world selling has magnified the need for accessibility and convenience as a major component of the customer service experience. 

It’s impossible to say anything new about customer service.  We all know what the rules are.  The issue is implementation and that is a murky area where issues other than good policy have to be addressed.  

This is the area we continue to explore.

 

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How do you evaluate quality customer service?

 

 

For some, the idea of a former Supreme Pizzaonian of Pizzaonia now writing about customer service will seem strange.  Can’t say at first glance I blame them.  But when you think about it, being Supreme Pizzaonian is about serving people and that directly relates to customer service. 

Even though I was head of all of Pizzaonia I always saw Pizzaonians as my customers.  My sworn duty was to serve them and if that doesn’t make them customers, I don’t know what will. 

That is where all leadership should start. The people who look to you for guidance are your customers.   Now this may alter somewhat the business concept of customer service, but the concept in this form allows you to see customer service in a purer context.  This context focuses on service and the well-being of those being served and everything else follows. 

However, all of this supposes you know what service you are capable of rendering on a consistent basis.  It is amazing how few businesses have a quantitative yardstick for measuring what level of customer service they are capable of delivering on a regular basis. 

Not only do you know need to know what CS you are capable of delivering; this must be communicated clearly to your customer base. 

In order to meet an expectation you must first have one.  

I look forward to entering a dialogue with all of you on the most important yardstick for business success – successful customer service.

 

For CS/, Brother Giovanni, commenting for "CS" a division of the Pizzaonian Newsertainment Network, Diverti Mento, editor,emeritus

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If you have not answered the following questions about customer service, you’re kidding yourself

If you have not answered the following questions definitively about customer service, you’re kidding yourself. When you consider the answers to the following questions, you are reviewing your customer service process.  All successful businesses review some or all of these processes regularly.

Always remember – one size does not fit all.  Consider your answers from the perspective of your particular business.  If you do this consistently, the rewards become obvious.

And, never forget – your customers will show their appreciation at the cash register.

1 - How do you address customer service by store appearance and layout?

2 - What does your potential customer first see when entering your business?

3 - What priority do you give to greeting customers?

4 – Do you have a policy or standardized procedure for greeting customers?

5 - Do you have customer service policy meetings with your staff?

6 - What initial training in customer service procedures do you give new employees?

7 - Do you have regularly scheduled sales training or customer service information meetings with employees?

8 - Do you have a policy with standardized procedures for customer complaints?

9 - Do you have a marketing concept for your store? If you have more than one location, do you allow for variations with each geographical area? If so, do your customer service procedures match this marketing concept?

10 - Do you let your customers know what your customer service philosophy and procedures are? Do you use ads, inserts with every purchase?

11 - Is your customer service satisfaction policy open-ended, or do you have defined limits that are part of your formal policy? Are your customers aware of what your customer service policies are? This has to be more than advertising slogans.  Your customer needs to know what to expect from you in value and service.

12 - What is your most frequent customer service complaint?  Quality customer complaint resolution is the core of a good customer service policy

 

 It is easier for large corporations to implement policies consistent with the answers to the above questions. Good follow-through is considerably harder for small companies. Having a manager for customer service obviously makes this an easier task. However, the small-business owner does not have this luxury. We know this represents a great deal of time and work. 

At the same time, I doubt if there is any endeavor that could be more profitable than making sure you deliver consistent quality customer service compatible to your product and price range.

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