Norm appreciated good customer service. Every time he entered Cheers he was greeted by an enthusiastic crew that gave him a warm smile and a shout out of his name –Norm! What more could he want—terrific service and a product he was very fond of. In fact, everyone who visited Cheers enjoyed the same attention, even Cliff. But Cheers was a television show, a visit to a fictional venue, and not a peek into the real world of business. Or was it?
My wife and I recently traveled to Chicago and Nordstrom’s was at the top of her itinerary. She told me that upon entering the store she was greeted with a warm smile by a store clerk who introduced herself and then politely asked my wife her name and how could she be of assistance. After listening to my wife’s needs, the clerk immediately set up a dressing room for my wife, placed my wife’s name above the door and the serious shopping began. Never think great customer service doesn’t pay!
Locally I do my personal and business banking at Kennebunk Savings Bank. Not because they shout out my name when I enter the bank, though they do know it, but because when my wife and I have a question or need, they take care of us—quickly, professionally and pleasantly. Never a hassle and always without any attitude. They make it easy. I am a loyal customer because they provide us good customer service.
How do you and your employees treat your customers? When a customer enters your reception area, how is she greeted? Warm smile? Friendly hello? It begins with the little things and builds from there. But if you and your employees are not committed to it, it doesn’t matter whether you have a catchy “the customer is always right” slogan or a great deal. Your customers won’t do business with you.
A new beautiful supermarket was just built in my community. I was excited about their arrival, but a year later I find myself traveling elsewhere to shop. Why? Because I was repeatedly ignored. Their staff finds conversations amongst themselves more important than responding to my questions and my presence at the checkout seems to be a distraction. And before you think it might be a generational issue, stop. All of the employees, including the managers, act the same way. And that’s the key. Good and bad customer service begins at the top and flows down. Employees mirror the attitudes and behaviors of their managers.
Nordstrom and Kennebunk Savings Bank’s success isn’t accidental. They work at it. Starting at the top, they are committed to treating their customers well. They expect their employees to act in a certain way and they get it. After all, you get what you expect. At the same time, if you want a committed and engaged staff that is focused on the customer, you have to take care of them. Positive employee relations and good customer service go hand and hand. You cannot have one without the other.
Customers don’t interact with organizations. They interact with people and it is that experience that determines whether they buy or not; whether they become loyal customers or a lost opportunity. When your employees are engaged with your organization, when they believe in and enjoy what they are doing, then those positive feelings extend to the customer. Happy employees make happy customers and this translates into increased sales and profits. The attitude and feelings of your employees directly influences the customer experience.
Good customer service must be ingrained into the fabric of an organization. Managers must take every opportunity to preach its importance and benefits to their employees. Demonstrating frequently what you expect, whether its how to great a customer or how to respond to a complaint. Never assume “people should know.” Managers have tremendous influence over the level of employee commitment, which ultimately influences the customer experience.
Take a look at your organization. Watch how your employees engage your customers. Listen to their conversations. Now watch how your managers engage their employees. Listen to their conversations. There should be no differences. A positive customer experience is dependent on the level of employee commitment and engagement.
Good customer service brought Norm back to Cheers day after day. Your customers should have the same feelings about your organization.
Customer Service: Where Everyone Knows Your Name - To learn more about this author, visit Rick Dacri's Website.
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Accessible Business Consultants
Dave Turkin, President, of Accessible Business Consultants is a full service business consultant that has over 32 years of experience working with small-medium size businesses. Dave has designed and implemented numerous business and marketing plans, designed internal programs for accounting and operational procedures. He has analyzed businesses and prepared strategic plans setting budgets for growth, expansion and business restructuring.
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Rick Dacri
(Visit Rick's Website)
Rick Dacri is one of those rare
individuals who can take difficult
employee issues, sort through their
complexities, and find solutions for
employers that make sense. Dacri brings
more than 25 years of experience in senior
management, organizational development,
and human resources, all in one package.
He has consulted to a wide variety of
industries, large and small, always brings
to the table a practical approach, sound
advice, and a sense of humor. Dacri’s
consulting firm, Dacri & Associates, LLC
helps senior managers and HR professionals
improve employee performance and
organizational. Rick connects with people
in a positive and challenging way to offer
practical solutions. Dacri is also a
recognized national speaker and has
authored nearly 100 articles for a number
of business publications. He has been an
adjunct professor at Clark University,
Assumption College and Fitchburg State
College, where he has taught courses in
management, human resource management and
organizational behavior. He can be
reached at www.dacri.com;
rick@dacri.co
m or 207-967-0837.
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