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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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

Follow Giovanni and Franco on Twitter

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