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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When the customer's expectations match what they receive = Customer Service.

 

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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