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Customer Service STILL Sucks!

Written by: Stephen Feswick

Article Overview: Despite decades of focus and attention many businesses today still do not appreciate the absolute need to conduct business from their customers' perspective. Ego and pride stands between a strong, unbreakable customer base and a weak connection easily broken by an attentive competitor.

Customer Service STILL Sucks!

Is it just me or has customer service taken another nosedive?

I remember attending a seminar in 1986 and the speaker was teaching retailers how to provide higher levels of customer service. 1986. Can you honestly say that service levels have improved generally since then?

Once again, customer service has become a great differentiator they consider when they decide to shop with you. Or not.

I know you’re busy. I know you’re doing more with less. You’re working harder and not always enjoying higher rates of return.

But frankly, so what?

That’s business.

Customer service – treating the customer as if they’re really important to you – is essential in any economy. Business owners who get this right can demand their unfair share of the market at a substantially higher ROI.

To deliver great service you must know what it looks like…from your customers’ perspective.

How do you know what their perspective is?

You ask them!

That means you have to talk to them in a manner that encourages genuine feedback even it it’s painful to listen to.

Forget focus groups and consider food groups.

Invite your customers to enjoy a meal with you. Host a wine and cheese reception or if you’re really adventurous, a barbeque as a thank you event for your customers.

“Break bread” with them and simply say, “Thank you for coming. You’re a great customer and we appreciate your business. How can we do a better job to continue earning your loyalty and ongoing business? If you could change one thing about us, what would it be?”

Now for the hard part…listening.

This is not the time to get defensive and start making excuses. From your customer’s point of view – and that’s the only point of view that matters – they are suggesting improvements you can make; they’re expressing themselves at your behest.

Shut up and listen. Take notes and sincerely thank them for their comments.

Yes, some of their comments may sting. This is especially true if they are commenting on an issue you thought you had already addressed.

But if your customers are willing to share their concerns and troubles with you, you have to wonder how many former customers were bothered by the same things. How many of your current customers are being bothered and have not gone to a competitor only because one doesn’t exist. Yet.

Do not, under any circumstances accept inferior service levels from your staff. It’s a major challenge to hire, train and retain great staff but that’s one area where you can outshine your competition.

Set the standards and do not flinch when your staff balks. Teach, train and educate your staff on acceptable and unacceptable levels of service. Be very specific and thorough. If you do not lead by example at every opportunity, your staff will grow lax in this respect.

Bad service is the “kiss of death”. You may get away with it for a short time, but only until your customers can find a business who consider great customer service as the cornerstone, the foundation upon which to build their business.

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Article Tags: Customer service, small business, small business marketing



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