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Delivering
Superior Customer Service...
This is the last article in a four-part series
on delivering superior customer service. We
appreciate the commitment of Editor Dave Mildenberg
and the help of Steve Robblee to create a greater
awareness of the need for superior customer
service. There is no other area of your business
that has the impact on your success than customer
service. We hope the information provided throughout
this series will help you differentiate your
company in the competitive marketplace. Join
the revolution, deliver superior customer service
and demand superior service from those companies
of which you are a customer.
How
Do you Measure Results
Before
you establish a "superior customer service culture"
it's a good time to measure where you are now
and establish a benchmark for future action.
John Watkins, president of Management Research
and Planning (MRP) of Raleigh emphasizes how
essential it is to measure your progress. Watkins
states, "To build a successful relationship
with your customers requires a six step process
that will allow you to make the critical transition
from measuring customer satisfaction to delivering
superior customer service. His six steps are:
Six
Steps to A Successful Relationship
Step
1. Determine what your customers value most
when making purchase decisions. Do they value
quality more than cost? One way to determine
their needs is to list ten values, such as quality,
price, convenience, your procedures, etc. and
conduct a survey within your current customer
base. The method, written or verbal, of conducting
your survey is determined by what's appropriate
to your business.
Step
2. Assess your performance in each value. How
do your customers rate your company in the areas
they value most? If you ask, they will tell
you. Don't assume you know. This step is part
two of your survey.
Step
3. How do you measure up against the competition?
Customer value is the primary tool that people
use to choose between your product/service and
your competitor's. This area can get a little
sensitive and customers may feel uncomfortable
discussing this with you. It may be time to
call in the pros, an independent research firm
skilled in getting an objective and truthful
response from your customers.
Step
4. This step involves a more in-depth probe
of your customer's responses in the first three
steps. Probing deeper helps uncover the root
cause of your weak areas as perceived by your
customer as well as identifying and maximizing
your strengths. Here again, in seeking the truth
that you must have, you may need the help of
a pro.
Step
5. When you objectively accept the findings
in the first four steps, you are ready to address
the challenges identified. If, for example,
there is a consensus among your customer base
that they feel you take their business for granted,
you must immediately correct the situation.
If you don't they will most likely become one
of the 68% of customers who stop doing business
with a company because of the indifference of
a manager, employee or representative of the
company. You must demonstrate that you truly
appreciate and value their business. They have
other choices.
Step
6. The final step is to turn this gathered data
into an action plan that demonstrates you are
serious about building loyalty and delivering
superior customer service. Then, implement your
plan.
Hold on. You're not there yet. Once you have
completed the six steps above, you now have
a "benchmark". After a specified period of time,
determined primarily by the degree of adjustments
necessary based on customer feedback, it's time
to conduct the same survey again and measure
your progress. Just as your CPA audits your
financial condition annually, you should survey
your customers annually to insure that you are
retaining current customers and obtaining new
customers.
Right
about now you are thinking, "this is really
complicated and I don't have time for this."
The point is that if you don't commit the time
now, you may have a lot more time if your customer
base begins eroding and you don't know why or
how to stop the erosion.
As
we wrap us this four part series on delivering
superior customer service let us leave you with
the Ten Commendments of customer service.
The
Ten Commendments of Customer Service
Top management is responsible
for establishing a superior customer service
culture.
-
Employees are your best customers.
-
Make your customer's needs your number
one priority.
- Remember
it's the small things you do that make a big
difference.
-
Don't allow one of your customers to be in
the 68% of customers who leave because they
feel they are taken for granted.
- Every
customer has another choice.
- It's
not what you say to a customer but how you
make them feel that creates a lasting
relationship.
- When
you help others succeed, you succeed.
- The
customer may not always be right but they
are the boss.
-
Make every "moment of truth" a positive
one and create "Raving Fans"
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