What has happened to customer service over the years?

It seems many businesss have forgotten that clients are the people who pay their bills. Basic, courteous customer service should be a base standard and not a nice to have as some seem to think.

Hot PJ regularly does breakfast seminars to help companies with their marketing. We were planning to do one in early June to help our clients design more successful Yellow Pages ads for their businesses. We had written an newsletter article with some pointers which had proved very popular and helpful, so we wanted to build on that by inviting a Yellow Pages representative to talk directly to our clients.

It was to be a win-win situation – the chance for us to look good by helping our clients, and the Yellow Pages to up-sell to existing clients.

After weeks of trying to get hold of someone at the Yellow Pages who could make a decision, our Business Development Manager received a phone call in response to her many calls. For the fourth time she explained about the seminar and how they would benefit from being there, as would our clients. She also explained the seminar would be in a few weeks and that their previous lack of response has made it a little difficult to plan it to ensure all deadlines are met.

The response: They can’t talk to clients until they know what their needs are and they need about 6 months to prepare!

Huh? Six months to do a quick half an hour presentation to let people know why they should be using your services? What sales professional wouldn’t want the opportunity to get in front of an audience of customers who want to do business with you? How better to get to know your clients’ needs than by meeting them all face to face and starting the conversation with a great presentation? Surely that would open doors? According to them… no!

How does that work? Is corporate New Zealand so caught up in themselves that they have forgotten two basic rules:

1. You can never stop looking for new business.
2. You should treat the clients you do have well.

If you don’t you risk damaging your business.

So, how do you go about providing great customer service? How do you avoid falling into complacency? Our BDM shares some important tips:

• Commit to quality service: That is what people are looking for, a company that is dedicated to creating a positive experience for their clients. The old saying of going the extra mile is true, it will also bring you the extra clients.
• Know your customers: Talk to your customers, get to know their business and what their needs are, once you have that knowledge it will be a lot easier to customise a solution to meet those needs.
• Know your product: Represent your company well – representing your products and services in a professional and articulate way helps gain trust and confidence. Know your company’s products, services, and return policies inside and out.
• Treat people with courtesy and respect: Remember that every time you or an employee makes contact with a client, be that face to face, via phone or electronically, you are creating an impression of your company. Make sure it’s a positive one.
• Create a culture of respect in your company, even when the clients are not around, talk about them and what you can do for them in a respectful manner, eventually that courtesy will become normal day operation for your company, and will be reflected in all that your staff does, which will result in a better customer experience.
  
• Never argue with your customer: Yes we know they are not always right, however don’t argue with them, don’t try and show where things have gone wrong, rather focus on what can be done to fix the situation. Concentrating and elevating the negative by arguing or debating will only bring more negative.
• Don’t leave the customer in limbo: people usually want immediate resolution, so even if you cannot provide that, ensure that you communicate what is happening and manage their expectations about the next step. A client guessing will only lead to frustration and this in turn will mean no repeat business.
  
• Deliver what you promise: Failure to do this will mean you lose both credibility and customers. If you say they will get a quotation within 2 days, ensure that it is with them in 2 days. Try to only make promises you can keep. If, however, you miss a deadline, let them know in advance you will be missing it, apologise and make reparation (maybe free delivery or a box of chocolates with the documentation?)
  
• Make it easy to buy from you: Ensure the process is smooth and easy, if they are buying from you store, your website or you have a consultant going out to see them, make it as easy as possible. Eliminate any possible frustrations. Make them want to come back because it is easy and pleasant to do business with you.
• Don’t fall into the usual trap – lift your game – provide your client with the best. In today’s business climate it will ensure you stand out from most other companies, and surely that is what we all want? To be the company people prefer dealing with.

Stay positive: We all have days that are difficult, it is however vital to ensure you stay positive and cheery when dealing with your clients. People do not want to deal with negative people – so keep it sunny side up, a smile will take you far!

Posted on July 3rd, 2008 by Wendy Riley-Biddle
Filed under: General