What You Need to Know
Who is responsible for customer service?
Not all jobs involve direct customer contact, but everyone in a business is responsible for customer service. No matter how great your product or service, broken delivery promises, inaccurate invoices, or poor telephone-call handling will cancel out any benefits. Letting employees know they all play a role in customer service can create a sense of ownership over the company’s success, which should create both happier employees and better customer service overall.
Aren’t marketing and customer service the same thing?
No. Certain aspects of customer service—understanding customer needs, delivering a service, and tailoring the message or offer to meet customer requirements—are the same, but the scope of marketing is much broader. It may be helpful to think of customer service as a part of the total marketing plan.
Why are award programs important to the success of customer service?
The customer service staff is in the front line in customer communication, facing difficult customers and frequent problems. Award programs can help to maintain motivation and demonstrate that their contribution is important.
What to Do
Communicate a Clear Corporate Vision
Clear corporate visions and strong, motivating language from leaders of the company can focus attention on the importance of customer service programs. It is also essential that the program be led from the top. A key figure should be involved personally in every aspect of the programs—talking to groups of employees, appearing in company intranet broadcasts, and using every public relations opportunity to raise the profile of the program.
Organizational changes can have a significant impact on employees, suppliers, and distributors—so it is vital that customer service members are thoroughly briefed so they can communicate confidently. Change can be a powerful positive factor rather than a cause for concern, and change can demonstrate that a business is committed to improvement and progress.
Encourage Improvement and Maintain Motivation
As far as possible, training should be offered to all staff to help them understand the importance of customer care. You could consider issuing a customer satisfaction guide, which describes the most important elements of customer service and the standards that apply.
Encourage Commitment by Involving Everyone
When a company changes its focus toward customer service, it is essential that everyone is involved. Change creates an atmosphere of uncertainty, so it is vital that everyone understands the important issues and feels that they can contribute to the success of the change. In an atmosphere of uncertainty, customer service levels can be adversely affected.
Implementing a customer service policy requires commitment and involvement from all employees. When developing a program, it is sensible to include staff in the discussion and find what the level of commitment is. Too many employees believe their views will be ignored, so involving them in the program development will immediately raise their level of interest.
Customer-service-related motivation and award programs can help to maintain high levels of interest and build commitment to the program’s success. Programs that reward continued improvement in levels of customer satisfaction maintain momentum and raise the profile of customer services within the organization. They are extremely valuable in building a sense of team spirit and a commitment to excellence.
Nominate Champions
It is essential that people with influence take on the role of supporting the message of good customer service throughout the organization. Such people can be referred to as “champions.” Their task is to build commitment and enthusiasm for change. Their job may be frustrating at first, but will reap rewards over time if done properly.
What to Avoid
You Treat Customer Service as a Separate Function
Leaving customer service to only those staff who are directly involved with customers is too limited a view, as this relegates customer service to a sales or complaints-handling process. You may want to consider having the customer service group be a part of the marketing department.
If customer service is treated as a separate function from the rest of the business, staff will not appreciate its critical importance to the organization’s success. Customer service must be promoted internally by being led from the top, with the direct involvement of a senior manager.
You Don’t Develop Customer Service Skills
The quality of customer service does not depend solely on personal skills. Your organization can improve its standards of customer service through “championing” (see above), training, and the introduction of tailored customer service programs.
Where to Learn More
Book:
Reichheld, Frederick F.
Web Site:
American Marketing Association: www.marketingpower.com
