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I Believe
that
offering good customer service begins and ends with the
business owner, as well as each individual employee. Not only
is Exceptional Customer Service critical for any business to
reach its full potential, but it is mandatory for any employee
who desires to reach his or her full potential. The attitude
and disposition that each individual employee reflects not
only determines whether he or she shows good customer service,
but also impacts the bottom line of the business. An employee
with a bad attitude can drain the life right out of a
business. If a business owner does not hire quality people who
reflect a good attitude toward Exceptional Customer Service,
the business will almost certainly fail, because eventually
the customers will go somewhere else where they are treated
better. Consider my own personal experience in this regard in Case
Study 1. Incidentally, a Moment of Truth occurs
anytime a customer forms an opinion—positive or
negative—about you or your company.
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Case Study 1
I recently ordered a
pizza for delivery from a local national franchise. When
I called in, the person told me that they did not have a
delivery person that night, so I would have to come pick
it up. Moment of Truth #1- negative. Even
though inconvenient, no real problem. Just as I hung up
the phone, some unexpected guests arrived and I called
the pizza place back right away to order another pizza.
I was asked to hold on, so I patiently held on…and
on…and on. After five minutes, I gave up and hung up. Moment
of Truth #2- negative.
When I went to pick up
the pizza, I told the Shift Manager that I had called
back right away to order another pizza and that I was
put on hold for five minutes, finally hanging up. She
explained that a waitress had taken the call, but
clocked out and didn’t tell anyone that I was on hold.
Even though the Shift Manager was cordial, she could
have gone a lot further in turning my negative moments
of truth around to positive ones. But because she did
not even try to do this, I formed Moment of
Truth #3- negative. Trying to do her a favor, I
told the Shift Manager that the business had just lost
money because of it. I can only hope that the Shift
Manager fully comprehended the impact this type of
service could have on her business, and by extension,
her job security.
To make my overall
experience worse, and to further cement my own negative
Moments of Truth, my wife Tracy had a negative
experience a few days later with this same place. She
had ordered a couple of pizzas one evening (I was out of
town), and was told the pizzas would be delivered in 30
to 45 minutes. Two hours later and still no pizzas, she
called back to cancel the order. She was told that they
only had one delivery person, and he was already on his
way. The delivery person was very apologetic when he
arrived—which helped—but it was too little, too
late. My wife didn't vent frustration on the delivery
person, but decided then and there that she wasn't
ordering from them again. The irony of the matter is
that this restaurant could have done something very
simple and not have lost a customer- communicate (but
more on that later).
When she told me of her
experience, guess what? Moment of Truth
#4—negative. Total Cumulative
Experience—negative.
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Analyze the
net result of my pizza ordering experience: First off, yes it
is true, I have ordered from this same place (in different
locations) for many years and don’t remember too many bad
experiences. But Moments of Truth add up and over time form a Total
Cumulative Experience, be it positive or negative. It is
just too much trouble to deal with a business that really
doesn’t care about its customers. And yes, I understand very
well that things like this happen completely unintentionally
and without malice. Fine. But here is the kicker: If this type
of poor service were to become the custom, in other words, if
my Total Cumulative Experience became negative, there would
come a point that I would never go back.
Even after
four negative Moments of Truth in the span of less than a
week, I am sure that I will order from them again, someday.
Nevertheless, the next time I want a pizza, guess who I
won’t call first? With all of the competition out there, why
would I call them again?
Many books,
articles, and presentations outlining the benefits of good
customer service are available, and one would think that some
of it would start to catch on. But apparently, the concept of
providing good customer service is something that only few
businesses regard seriously. And the ones that do recognize
the importance of good customer service also recognize that it
is a result of the attitude of both management and employees
together.
Exceptional
Customer Service Defined
The bottom
line of Exceptional Customer Service is:
To
meet and exceed the wants and/or needs of a customer so that
the customer:
- Is
Delighted;
- Comes
back; and
- Recommends
your company to others.
These are the
cardinal rules of business. If a customer is satisfied, they
will very likely come back. If a customer is treated right and
comes back, they will, in turn, recommend your business to
their friends. What does this mean? It means that the business
will grow. And what does this mean for you, the employee? It
means your job will be more secure, and this is the foundation
of fulfillment in your chosen work.
It is no
secret that it costs far less to retain a current customer,
than to get a new one in the front door. Aside from the simple
propriety of giving Exceptional Customer Service, it just
makes good business sense.
But we can
even go deeper than this by looking at the human side of the
business equation. What any human being is really looking for
is to be treated with kindness, dignity, and respect—you and
I included. This is true even if you simply cannot meet the
customer's needs or solve their immediate problems. Regardless
of how ornery a customer is, it pays to treat them humanely
for the sake of the company as well as yourself.
Characteristics
of Exceptional Customer Service
In addition
to displaying an Ownership Attitude (which is a recurring
theme in this article), I believe that two other qualities are
paramount when it comes to Exceptional Customer Service:
Communication, and the little things you do.
1.
Communication.
Without a
doubt, communication is one of the most important and
effective tools you can use in giving Exceptional Customer
Service. Human beings need to feel a sense of control over
their lives. You and I are no different. When you communicate
with your customers, you keep them "in the loop," as
it were, and consequently, they feel a measure of control.
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Case Study 2
For example, I recently
had to replace two tires on my car, so I went to a
well-known tire dealer that I had used previously to get
the work done. The counter person told me it would be
about an hour before they could get to it. "Not too
long," I thought, so I decided to wait. And wait I
did—for hours. Moment of Truth #1—negative.
But what made it so frustrating is that not once did
anyone communicate with me about the delay. When I asked
how much longer it would be, I was told that they were
just about to get to it, but they didn't. In other
words, they over-promised and under-delivered. Moment
of Truth #2—negative.
I felt out of the loop,
and therefore, out of control over my day. Worse yet,
when I did inquire the one time as to how much longer it
would be, I got the feeling that I was being a pest
(which I wasn't) due to the attitude of the counter
person. Moment of Truth #3—negative. If
I had known at the outset that it would take as long as
it did, I would have made arrangements to drop my car
off, so I could do other important things while it was
being worked on. Moment of Truth #4—negative.
Four hours later, the job was done—much longer than I
had been told. Moment of Truth #5—negative.
Total Cumulative Experience—negative. I am
never going back.
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As I
mentioned earlier, I know and accept that
unexpected circumstances arise in business. This is not a
problem. What is a problem, is a lack of communication when
unexpected delays do come up. Remember my wife's pizza
ordering experience from Case Study 1? All that the pizza
place had to do was call and explain the situation. This would
have given my wife the option of continuing to wait, or
canceling and ordering elsewhere—in other words, control.
Even if they lost the business this time, they would
have done the right thing by showing Exceptional Customer
Service, which would have led to getting the business next
time. By communicating, they would have engendered customer
loyalty, because the customer would likely be understanding
and discern that his or her needs were more important than the
business making a buck (from the customer's perspective).
Whether you
are in sales, or handling a customer problem, communication is
essential to displaying Exceptional Customer Service. Don't
leave your customers hanging! Communicate with them!
And when you do, 1) Be honest and up-front; 2) Don't lead a
customer to unrealistic expectations, i.e., don't promise what
you can't deliver; and 3) Communicate!
As important
as communication is, doing it alone and ignoring other factors
will not get you happy and satisfied customers. More is
required.
2. Little
Things.
Meticulous attention to the little things
you do, and how you do them can atone for a multitude
of "sins" in business. Never underestimate the
impact that the little things you say or do can have in
delighting a customer.
For example,
imagine a customer walking up to you at work for some help.
Now try saying the following out loud with no emotion or
enthusiasm: "Can I help you?" Sounds so cold and
indifferent, doesn't it?
Now try the
following with a smile on your face and a song in your heart:
"Good Morning! How are you!" Sounds so warm and
inviting! Do you even need to ask, "May I help you?"
You can, but if you greet the customer properly, he or she
will naturally tell you how you can help them.
Personally, I
am not a proponent of the standard questions that are used to
find out what a customer wants, such as, "Can (or, May) I
help you?" or "What can I do for you today?" I
have never heard an employee or salesperson say those words
without sounding mechanical or somewhat indifferent. No matter
how you say those words, the message they convey is
"Let’s get down to business NOW!" On the other
hand, a proper greeting allows for relationship building,
which is crucial for keeping happy and loyal customers.
Let me
illustrate the power that little things can have on a customer
with the following personal experience.
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Case Study 3
Recently, I flew on
Continental Airlines to Chicago and was fortunate to see
Exceptional Customer Service in action. It was totally
unexpected. As I was writing this very article, I heard
the most pleasant and cheerful, "Can I get you
something to drink, Sir?" When I looked up, I saw
Mike, a Flight Attendant, with a great smile on his
face. Moment of Truth #1-
positive. The way in which he asked was so
exceptional that as I asked for a soft drink, I found
myself smiling and spontaneously letting out just a
little giggle, again, entirely because of the way Mike
asked. In fact, every time he asked me any question, he
was smiling, very cheerful and called me
"Sir." Moment of Truth #2-
positive. I must say that this was one of the
most positive customer service experiences I have ever
had. It left me with a very positive Moment of Truth
about Continental Airlines and one that Mike’s
superiors should be proud of. Mike's ability to extend
that level of Exceptional Customer Service is also
something that others—regardless of vocation—should
learn from and emulate.
After the meals and
beverages were all served, I took the opportunity to ask
Mike about Continental’s customer service training. As
he discussed the training they must go through, the real
reason for his excellent customer service began to come
through-
he loves doing what he does! Moment of Truth #3-
positive. He is excited about the company he
works for, and obviously gets fulfillment from it.
People like Mike are in high demand. Total
Cumulative Experience—positive.
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So what was
it that Mike did that made such a difference? I can tell you
that it was not one singly significant thing. It was the
little things he did!
- He
had a great attitude, disposition, and a smile
that showed in his voice;
- He
really cared about doing a superior job;
- He
loves doing what he does—his enthusiasm really showed;
- He
was very courteous, attentive, and eager to help.
What makes it
even more impressive is that Mike does this flight after
flight and rarely, if ever, sees the same face twice. It can
be argued that there is added impetus to showing Exceptional
Customer Service to customers that you have to face again
tomorrow, i.e., in the near future. But what about showing
Exceptional Customer Service to customers that you personally
never see again, as in Mike’s case?
It is clear
that Mike really "gets it"—he understands the true
nature of customer service from a higher, universal
perspective. What is this "higher perspective"?
This: Showing Exceptional Customer Service because it is the
right thing to do. Mike doesn't just have a "good"
attitude, he has the epitome of an "Ownership"
attitude. He cares about customer service as if he
owned the Airline.
What was the
net result of these positive Moments of Truth for me, the
customer? Frankly, this positive experience completely changed
my entire perspective toward Continental Airlines. I had had
problems- negative Moments of Truth- flying with them before.
But with this one intensely positive experience on the part of
one employee, I can’t hardly even remember the negative
experiences I had with them! Continental had redeemed itself,
and again, because of one single employee out of the thousands
that work there.
Do you see
what this means? The "sins" of a company can
be forgiven if and when Exceptional Customer
Service is shown. In fact, customers can be very
forgiving if treated right. Moreover, an intense, positive
Moment of Truth can take a customer’s opinion of the company
to new heights! What does this mean? The customer comes back
and refers others. What does this mean? The business prospers.
And what does this mean for you as an employee? You also grow,
prosper, and advance. This is what self-empowerment is all
about. Is life good or what?
Results of
Exceptional Customer Service
As a rule,
when you display Exceptional Customer Service, you hit the
target dead-on. The target is:
- Customer
is delighted;
- Customer's
needs are met and exceeded;
- Customer's
problems are solved;
- Customer
comes back—loyalty is fostered;
- Customer
refers others to your company.
But something
else much more profound occurs- the Customer’s belief
system is validated. How? Whenever a customer makes a
decision to do business with a particular company for the
first time, they have taken a certain risk. And depending on
the nature of the product or service they need, they could be
taking a big risk. For instance, entrusting your life savings
or retirement nest egg to a financial advisor you know nothing
about is a huge decision and carries certain risk.
When a
business shows Exceptional Customer Service and satisfies that
customer’s needs, the business in essence validates the
customer’s common sense, judgment, and decision-making
ability. In turn, the customer feels better about him or
herself. And when a customer feels better about him or herself
in connection to your company, he or she will be more apt to
recommend your business to others. By showing Exceptional
Customer Service and satisfying a customer’s needs, you
validate in the customer’s mind that he or she made the
right choice to do business with your company.
Perspective:
"Problem Customers" or "Customers with
Problems"?
As long as
there are customers, there will be customers with problems.
And if you don’t solve a customer’s problems
expeditiously, that customer can quickly turn into a problem
customer.
Is it
possible to please everyone? No. As much as I wanted to
satisfy every customer in my past businesses, there were still
times when I could not satisfy them in the way they wanted.
And this is an important point: As much as we might want to be
all things to everyone, sometimes we are simply not the right
choice in meeting a customer's needs. Furthermore, some
customer’s demands are simply too extreme to meet, but we
should always endeavor to treat them with courtesy, dignity,
and respect.
Okay, let’s
assume you see the value of showing Exceptional Customer
Service. And furthermore, you really begin to work at
displaying Exceptional Customer Service diligently. Now comes
a customer with a grievance, and you are the first one he or
she sees. What do you do?
Incidentally,
most of the time when a customer is shown poor customer
service, he or she won't say anything and won't come back.
Occasionally, a customer will do you a favor by saying
something or complaining. When this happens, you now have a
"Customer with a Problem." How you choose to handle
the situation from this point forward will determine whether
you gain or lose the customer.
I have
already espoused the benefits of Exceptional Customer Service,
and by showing such, you will likely gain the customer. On the
other hand, if you throw Exceptional Customer Service to the
wind and show an attitude of indifference, you now have a
"Problem Customer."
Do you know
what a customer's problem is like? It is like a balloon. It
starts out flabby, without any form, and then slowly takes on
a bigger size and shape, until it is fully inflated to
colossal magnitude; and then it begins to rise higher and
higher in the air for the whole world to see. More often than
not, the problem was exacerbated and inflated due to poor
customer service—and unnecessarily, I might add.
Let’s put
this in practical terms with a hypothetical situation:
- Customer
walks in with a problem- real or imagined- and he is
already a little miffed. The balloon already has some air
in it.
- If
the customer is treated poorly, what happens to his
problem? More air goes into the balloon and the problem
gets bigger.
- If
the customer is not handled professionally, with courtesy
and respect, what happens to the problem? More air goes
into the balloon and the problem gets bigger yet.
- And
to top it all off, if the customer is treated with
indifference, a lot more air goes into the balloon
and the problem becomes enormous. And then all it takes is
some little and insignificant thing—like the tiny head
of a needle—to make him pop. If you haven’t already
lost him as a customer, you almost certainly will now.
Of course,
the objective here should be to dissipate any air in the
balloon (problem) at the outset when the size of the problem
is manageable. But what if you find yourself in front of a
customer who is about to pop (whether your fault or not)?
When dealing
with any customer- especially a problem customer- keep the
following points at the forefront of your mind:
- Smile.
- Be
courteous and eager to help.
- Be
empathetic and try to see things from your customer’s
perspective. After all, they may just be right in their
grievance, and you should accept it as such until proven
otherwise.
- Tell
them that you will do all you can to help them solve their
problem—and mean it!
- Make
an honest effort to solve the problem.
- Above
all, treat them with courtesy, dignity, and respect.
At times, we
humans tend to blow things out of proportion. And at times,
this can happen easily if a customer believes that he or she
was not treated right, or was somehow wronged. If you as an
employee do not handle the situation properly, the problem
doesn’t get smaller, it gets bigger.
When faced
with a difficult situation, you may still be able to salvage
the customer by utilizing the characteristics of Exceptional
Customer Service and responding properly. Here is an example
of how you might respond to a customer who is angry over some
problem:
- "Sir,
I’m sorry this has been a problem, and I will do
everything I can to take care of this right away." By
responding in this way, you are letting air out of the
balloon and the problem gets smaller.
- What
if you treat him with courtesy and respect? More air
escapes and the problem gets smaller.
- What
if you embrace the Ownership Attitude by honestly and
eagerly trying your best to solve his problem? Most—if
not all—of the air dissipates and the problem is now
much more manageable.
But does
providing Exceptional Customer Service mean that the customer
always gets what they want? Again, no. The fact is that you
will not always able to solve every problem—especially if
the problem is not on your end. But at least the customer will
leave knowing that you treated them professionally, with
dignity and respect, and did all you could to help them. And
if you do this, at least they will know that you honestly
tried to help them. In turn, they will tend to come
back and say good things about you and your company.
Another
Equally Important Type of Customer
You may be
unwittingly under the impression that your only customers are
the ones that walk in through your door to buy something. This
is not entirely true. You also have another type of customer
you may not be aware of—your co-workers.
There are
only two positions in any company: 1) Those who serve the
customer; and 2) Those who serve those serving the customer.
These two positions are also known as External and Internal
Customer Service, respectively. Which one are you?
Exceptional
Customer Service begins from the inside out. In other words, a
company can never display Exceptional Customer Service, unless
it first shows Exceptional Customer Service to itself. Each
employee must show the same high level of regard toward fellow
employees that they would show toward customers. If there is
dissention the ranks, customer service will suffer. (This
topic will be explored further in Part 3 of this series).
Doug Kelley is
a Life-Coach, Professional Speaker and
author of The
Game Rules for Life. He focuses on helping others overcome
self-limiting mindsets in the areas of business, sales, and
life. To schedule an in-house seminar on this material, or to
consider Doug as a speaker for your next event, please contact
him at 941-740-2900, or doug@dougkelley.com.
For more information, please visit www.dougkelley.com.
For more
empowering articles, visit www.EmpowerTheSpirit.com.
Copyright ©
2001 By Doug Kelley, CH, CSL. All Rights Reserved. Permission
is granted to reprint this article provided it is done so in
its entirety (including this copyright box) and notice is
given to the author at doug@dougkelley.com.
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