A Chapter from Christine Corelli’s Newest Book Release – Capture Your Competitors’ Customers and KEEP Them
After delivering a workshop in downtown Chicago, I drove home to the suburbs in one of the worst thunderstorms of the summer.
Despite my exhaustion from facilitating all day, I arrived home safely amid torrential rains, flooded roads, and traffic jams.
The next day, I had a meeting with an important client in Milwaukee. When I got to my car, I discovered I had left my lights on the night before. Grumbling about the inconvenience, I called for a tow truck to start my car. Sixty-five dollars later, my car started and the tow-truck driver left with a smile on his face for a call that took ten minutes drive time and ten minutes in the garage. For whatever reason, after the car started, I heard a funny noise. To make matters worse, the car audio and security systems weren’t functioning and my favorite CD was stuck in the player.
No sweat. I’m smart. I got out the manual, reviewed all the recommended procedures and impatiently tried each one. No luck.
I was desperate. I needed my car fully operational for that road trip.
“See Your Acura Dealer” was the recommendation when all else failed.
A “Wow” experience
I drove to McGrath Acura in Glenview, Illinois, near where I live. They were very busy that day. Customers were coming in and out of the showroom and the service area. As I approached the service desk, I glanced into the garage. Every stall and rack was full. I couldn’t help but notice that the shop was immaculately clean! Each stall had the mechanic’s name posted in full view. “Smart management,” I thought. “They understand what pride and ownership is all about—a business practice I preach, and a must for service excellence.”
Everyone in the service area was busy—from the technicians serving customers to the manager. Without delay, a very clean-cut service manager looked up from his customer to greet me. “Be right with you, Miss. Help yourself to some coffee or espresso.” “Hmmmmm,” I thought, “nice impression! A waiting customer should be acknowledged with a quick message to communicate they are aware of and anxious to serve you.”
I poured myself a cup of coffee and noticed how clean the waiting area was. There were even magazines women would enjoy! I used the ladies’ room. It too was immaculately clean and there was a fresh bouquet of flowers next to the sink. Nice touch. Without much delay, the service manager listened carefully to my plight and took immediate action. “No problem,” he reassured me. “If you’ll wait here one minute, I’ll see if I can pull a mechanic from the rack to get you fixed up now. We can’t always do this, but this problem will take only five minutes.”
Like magic, the mechanic appeared. I asked him to check my tires, too. He checked the tires, solved my problem, and told me the noise was just a belt which was fine. He smiled and waved when he was finished, then rushed back to his work area. I thought I had received a special favor, but the service representative replied, “No problem, Ms. Corelli. As you can see, we’re very busy, but we do our absolute best to help our customers any way we can. We’re open until 9:00 pm every night and on Fridays until midnight so we can always handle your needs. Come in and see us for your next servicing. Here’s my card. Ask for me personally. We’ll pull up your car in a few minutes.”
Soon, a worker drove my freshly washed car around to the front and opened the door for me. “Thanks so much for your fast service and for washing my car, too!” I stated. “Glad to be of help. Have a good evening, Ms. Corelli,” he answered. The worker called me by my name! Very classy. Most importantly, he made me feel like a VIP– an emotional response that is key to my coming back.
This was just one occasion when I formed a positive impression of that Acura dealer and its staff. But I’m not the only one who thinks this way. Based on my observation, I’d say all of this dealership’s customers would probably report the same type of positive service experience. The fact that this Acura shop is so busy is proof that service excellence performed by people who take pride in their work and who treat customers exceptionally well keeps customers coming in. That’s why this Acura dealer has established a reputation for great customer service.
A service flaw that is not in a normal system or procedure
Later that week, I was on a plane headed to Miami to deliver a keynote at an important conference. Before take-off, I was deeply engrossed in reviewing my slides on my computer … just like I always do. Let me state that I spend half of my life on airplanes and have the highest status in this airline’s loyalty program. I am supposed to be treated like a VIP.
Here is exactly what happened that day. I didn’t hear the purser’s announcement to “turn off all portable devices…” You know the drill. Suddenly, a pointed finger was flashed in front of my face. I heard a loud and stern voice say, “I made the announcement five minutes ago!!! Why isn’t that computer shut down?!” I humbly replied, “I’m sorry, I didn’t hear you, sir.” He stormed away. Several passengers seated near me were shocked at this outburst. “Write him up. We’ll back you,” they said.”
Here’s what I said: “I guess he’s not a member of the ‘fly the friendly skies’ team and doesn’t remember who provides his paycheck. Maybe he should read one of my books!”
The first story was a positive customer experience. The kind of experience that makes a customer want to go back to a place of business and recommend its services to others. The second story was an example of how just one person demonstrated unprofessional behavior and gave the entire airline he represented a bad reputation.
Outstanding service is not optional
Outstanding customer service is an imperative for business success.
New customers don’t need an excuse to head back to your competitor if you fall even the slightest bit short in the level of service you provide. Needless to say, in today’s volatile economy, you can’t afford to lose even one customer.
How can you stand out in a sea of competitors promoting similar products or services? How do you obtain the highest levels of customer loyalty? Develop a reputation for delivering consistently outstanding customer service!
Reputation, reputation, reputation
Today’s customers have high expectations. They are more “service-savvy” than ever. Consumers won’t even consider buying from a business that doesn’t have a reputation for great customer service.
Even if you already enjoy favorable customer service reviews, there is always room for improvement. Companies known for great service are never satisfied. Consistently seeking new ways to make customer service even better is the culture of a service-oriented company.
This chapter will review companies known for superior customer service and identify ways you can apply their smart strategies to your own business. Most companies featured are well-known organizations that have won awards for their delivery of consistently superior service. Others are mid-sized or small businesses that may not be as well known, but are noted in their industry.
Why service excellence is critical
Customers talk! Studies have revealed that customers talk more about poor service than great service. In addition, they use websites such as Yelp.com, Amazon.com, and/or LinkedIn.com to document a bad customer experience. There is no shortage of places disgruntled customer can turn to complain. With one click, a dissatisfied customer can ruin a company or individual business person’s reputation.
Take a minute to consider these situations where customers took revenge on the companies who failed them. As in many places in this book, names of companies and individuals have been disguised to protect the guilty (or for confidentiality). This story was taken from a CNN blog on “Worst Customer Service:”
“My mortgage is with XYZ. When I made December’s payment, they put the entire payment toward the escrow and never credited it to my account. I then made my normal January payment but saw that in February my house payment had doubled. I called to question what was going on and they informed me that they never received December’s payment. I checked with my bank and the check was cashed. So I called the mortgage department back and found out the December payment was put in to escrow. That was it. No explanation, no apology, and no offer to credit it to my mortgage. I actually got a lecture on how it is my responsibility to make sure all my payments are credited correctly. I asked how soon they could get the situation straightened out and then asked them to overnight the paperwork for my files. I seriously doubt that XYZ has the ability to give customer service on a professional level. I’m now looking for a new bank so I do not have to deal with their incompetence.”
Here’s another complaint found on Yelp.com from a customer who was unhappy with that same bank:
“On XYZ Bank’s Online Banking Customer service, the dates showing for delivery of bill payments are a front to keep customers. The truth is Customer Service tells you that you would be better off writing checks the old fashioned way. The bill pay system at this bank is not dependable.
This is my experience talking with three customer service reps and three supervisors. My online payment took five extra days. Sure am happy it was mailed early.
The customer service reps all talk down to you and deny you any course of action. They refuse to assist you and when you get a supervisor it’s not any better.”
Here are a few more examples that are short, but not so sweet:
“I ordered a new computer less than 12 hours ago. I changed my mind about what I was buying so I called to change my order. I talked to seven people within an hour. No one could help me. Finally, I got through to customer care and was told it was too late to change. Even though the order had not been built or shipped, they claimed they couldn’t stop any order. I was told that once I get the computer I could return it for a full refund minus the restocking fee. Makes a lot of sense huh? PLEASE! PLEASE! Do yourself a favor and never deal with XYZ computer. Never buy from them. The problem took about two weeks of my time and it took that long to see my money again.”
“Stinks—this is one the word that describes the overall service at XYZ drugstore. The only reason you might even CONSIDER going into this place is if you need to use an ATM to get cash to spend at a better drugstore.”
“My husband and I were very excited to contact Joe to get an estimate for our family room remodeling, however, he never showed up for the appointment. He didn’t call us prior to the appointment to let us know he wasn’t showing up. We left him a phone message inquiring about his absence (maybe his car broke down, family emergency, etc.), but he never called back to explain… I wanted to see his work but, after this experience, we won’t be contacting XYZ Construction again for future jobs.”
“I will never come here again. Even after I read all the horrible reviews about this place, I ignored them and decided to try it out. I called before I went so the food would be ready by the time I came to pick it up. They put me on hold for over ten minutes! I was still on hold when I arrived so I went in to order. I order the eight piece spicy buffalo wings and got a recommendation for a pasta dish. I decided to get both the chicken Alfredo and meaty marinara. After putting in my order, I waited for my food for about thirty to forty-five minutes. I couldn’t believe it took so long since there were no other customers. I took my food home to find that they gave me the wrong order. How can you mess up an order, which was recommended by the waitress? Then when I opened the chicken wings there was one wing that consisted of nothing but bone along with another dinky piece of chicken that shouldn’t have even been counted as part of the eight pieces. I should have believed the other reviews that I read. I will NOT be returning and giving this place 1 star is an over statement. I honestly don’t even know how this place is still in business.”
One bad apple
To be fair, not every bad review accurately presents the “whole” customer service story. Often, uncontrollable circumstances factor into a customer’s bad experience. Many business owners are fighting back. They are engaging the services of online reputation management companies to ensure that their reputations stay intact.
Other times, one “bad apple” might be responsible for the bulk of a company’s customer service complaints. A staff member may have interviewed well when hired, but show his or her true colors when the boss’s back is turned. Sometimes one individual causes an entire company to get blasted for poor service. The flight attendant on the plane who spoke to me so rudely in the example provided earlier was the service flaw on my flight that day. Lucky for him, I didn’t report him, nor did I “write him up” on the Internet. I just tell thousands of people about his horrific behavior in my customer service presentations.
Positive remarks go a long way
Websites such as Yelp.com are not always used for posting negative reviews. It’s reassuring to read great reviews and to see how positive customer feedback determines how people make decisions on where to spend their money or place their trust:
“XYZ’s furniture line resembles works of art. If you are looking for beautifully crafted furniture at a reasonable price, it’s the place to go.”
“I’ve never before used the word ‘love’ to describe a dentist, but I love Dr. Smith. He is extremely thorough, kind, and educational. He found cavities that my previous dentist had missed for months. What a great dentist.”
“After years of financial stress and meeting some fakes who claimed to care about my financial well-being, I gave Yelp.com a try to find a financial advisor. I came upon Susan’s Yelp.com page and I am happy to report that, as her client, I am now on my way to financial freedom and success! Like the other ‘Yelp.comers’ have said, she knows her stuff and is all around professional. She also tells it like it is and maintains a positive attitude when telling you ways you can fix an issue you may have.”
“I love XYZ! They have almost everything you need. We were doing some shopping to furnish our new condo and were able to find the best showerheads. I didn’t think their employees could advise us, but they could.”
Avoid the Hallmark Wall of Shame
As of the end of 2010, Yelp.com has had more than 39 million monthly unique visitors. Make every effort to ensure that if a customer decides to post a review, it will be one that raves about you. Follow the examples and apply the techniques of the companies in this chapter to get a good review.
Companies known for superior or “World Class” service
World-class service is the boast of many businesses—and the reality of few. Let’s learn why some smart companies’ sales professionals are in a better position to capture and retain their competitors’ customers, and strategies they use to use that might be applied to your business.
Bloomberg Businessweek, commonly known as Business-Week, is a weekly business magazine published by Bloomberg L.P. For the last several years, they have worked with J.D. Power and Associates, the global marketing and information firm owned by McGraw-Hill, to research and rank companies on customer service. Each year, Bloomberg publishes “Achieving Excellence in Customer Service,” a report on the best providers. Gary Tucker, a senior vice president of global services and emerging industries at J.D. Power and Associates, explained how winners are selected: “To be good in any industry, it makes sense to look at the best practices across industries. Every day, consumers interact with companies from a myriad of industries. Invariably, they compare the quality of these service experiences. Industries and companies should be doing the same if they expect to keep pace in today’s increasingly competitive environment.”
Companies that have successfully weathered the economic storm have in place a business strategy of service excellence. They recognize that delivering high-quality service is a powerful differentiator in the face of changing market conditions. Unprecedented commoditization, increased automation, standardization and globalization makes it even more difficult for brands to maintain their differentiation based on price alone—and raises the importance of providing superior customer service. Brands that receive the J.D. Power Customer Service Champion designation are among the top five percent of more than 800 evaluated brands, based on their performance in five key areas. These are identified as the “J.D. Power 5 Ps:” People, Presentation, Price, Product, and Process. Interestingly, the J.D. Power Customer Service Champions not only excel within their respective industries, but also stand out when evaluated across multiple industries.
To begin, let’s look at companies that have received the J.D. Power and Associates Customer Service Champion designation and why these Customer Service Champions have been listed in the
“Achieving Excellence in Customer Service” report: USAA’s battle plan This provider of financial services for military families has used remote technology and an intense focus on clients to stay in the top five on the J.D. Power Customer Service Champion list for several years. In almost everything it does, USAA places itself in the shoes of its often highly mobile customers, many of whom face unique financial challenges. This Customer Service Champion was the first bank to allow iPhone deposits. It routinely texts balances to soldiers in the field. Claim processing is smooth and easy and huge discounts are offered on a client’s car insurance while he or she is deployed overseas. To ensure that their employees truly understand the needs and challenges of those they serve, many of USAA’s top managers and employees are those who have served. Training is lavished on all employees. Veterans accompany employees with non-military experience to training sessions where they dine on MREs (meals ready to eat), the same sustenance consumed by troops in the field.
They try on vests and helmets. Every representative is handed a bona fide deployment letter to help them to internalize the feelings, reactions, and challenging financial decisions USAA’s clients face at high emotional times. This training prepares them for the family issues that arise when servicing customers.
Employee satisfaction is a strong part of USAA’s culture. The company’s leaders are concerned about their employees’ problems. Tom Draude, Senior Vice President, made this statement:
The employees’ problems are our problems.
The company provides bonuses in a world where many companies have eliminated this practice. The company has a $5-an-hour concierge service that helps busy employees outsource errands during the workday. Staffers get time to do their jobs, too. Employees aren’t rushed through calls with customers or evaluated on how fast they handle the inquiries. Customer service reps are “armed” with state of the art technology that allows them to view a history of all online screens any particular client has viewed on USAA’s website. This helps the reps know what policies or business lines their clients may be perusing—and may be ready to buy.
The mobile lives of USAA’s core clients—our troops stationed in distant locales and military families constantly on the move—have made this amazingly service-oriented company an innovator in the world of personal finance and a real champ in keeping its promises.
L.L.Bean—one of the best
L.L. Bean, a privately held mail order and online retail company, is famous for their ease in ordering and lenient return policy. On the J.D. Power and Associates Customer Service Champion list since its inception in 2010, L.L. Bean obtained the top Customer Service Champ spot by adapting to and consistently improving upon the way customers shop today. Their website makes placing orders intuitive and package tracking incredibly simple. L.L. Bean credit card holders get free shipping on outbound deliveries and returns.
Although management could dramatically cut costs by off-shoring back-office operations, it has kept its headquarters in Maine, where it was founded. The company gives employees opportunities to work as home-based agents rather than outsource that work. Apple Computer—the apple of many consumers’ eyes If you ever want to receive a phenomenal customer service experience, or simply observe one, walk into any Apple store. You will see ready and willing staff anxious to serve Apple customers. Every
Apple employee is highly knowledgeable and equipped to answer any question.
The company’s sturdy computers, sleek devices and user-friendly software aren’t its only innovations. “Genius Bars” and roving in-store checkout clerks are just two ways the company has pioneered new approaches to customer service. iPhones have inspired other companies to create more customer-friendly apps for their own products. All of these advances have helped to distinguish the Apple brand and differentiated its customer service, placing it on the list of “champs.”
Four Seasons Hotels and Resorts
This luxury hotel chain not only offers lavish properties, amenities, and perks for guests who can afford to stay there, but like USAA, it makes employee training as luxurious an experience as that of a guest. Part seven of a seven-step employee orientation is what the chain’s executives refer to as a “familiarization stay” or “fam trip.” Every employee, from housekeepers to front-desk clerks, receives a free night’s stay, including a fine dining experience for themselves and a guest.
During their stay, employees grade the hotels on every small detail, from the number of times the phone rings when calling room service to how long it takes to get items to a room. They learn from a guest’s perspective what it’s like to receive service. Four Seasons’ creative but practical “training” approach demonstrates, as did the USAA example, one of the most powerful aspects of world-class customer service–helping employees identify with the customer experience. Four Season’s staff members at every level of the organizational hierarchy develop a sense of pride in working for the company.
This high-end hotel cross-trains their back-office employees so they can do double duty when needed. Human resource managers take on such tasks as manning the spa desk. Back-office staff helps the front desk. This type of cross-training, plus attention to detail, has kept Four Seasons on the Customer Service Champion list.
Puttin’ on the Ritz
The Ritz-Carlton Hotel Company L.L.C. is considered by many business experts to be the epitome of customer service. The Ritz-Carlton Creed is well known and taught in many customer service seminars: “The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience.
The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.”
Every executive, manager, and employee lives and breathes the Ritz-Carlton Creed. Employees are instructed to leave a lasting impression on guests and to provide a flawless customer experience.
Stay at a Ritz-Carlton and employees will greet you warmly and call you by name. You’ll also receive a fond farewell. “I’m looking forward to seeing you again,” or, “I can’t wait to do another event with you in the future.”
The Ritz-Carlton has many practices every business should have. They make every effort to ensure customers’ needs are anticipated and expectations are exceeded. They “empower” hotel managers with a yearly budget to use at their discretion to make any dissatisfied customer happy. When hiring new employees, the Ritz-Carlton strives to hire only the best people who will act as “brand ambassadors.”
When an employee spots a service flaw in the system, he or she fills out an “Incident Defect Form.” The report is sent to management immediately. Smart practice. Smart company.
Cadillac’s style
Lexus and Jaguar have been perennial favorites on the J.D. Power and Associates Customer Service Champion list. In some years, they have been among the top five Customer Service providers across all industries. But in 2011, Cadillac usurped their lofty position by being rated as the best automotive brand. During the previous year, Cadillac partnered with experts at Ritz-Carlton to help improve their customers’ service experience. Ritz-Carlton’s “Defining Moments” training program, when applied to the Cadillac brand, was so successful that this luxury automobile company has signed on for additional training with the Ritz-Carlton team. To further bolster its customer service emphasis, Cadillac launched the Cadillac Shield program, a four-year, 50,000-mile bumper-to-bumper and five-year, 100,000-mile power-train warranty. The program provides maintenance on many frequently required services for four years or 50,000 miles, as well as 24-hour roadside assistance and courtesy vehicle transportation during the power-train warranty period—a customer-oriented offering!
Amazon.com’s amazing service
Amazon.com evolved from being a simple online bookstore into one of the largest e-commerce platforms in the world. Customers can find anything and everything they want to buy online in an easy, convenient, efficient, and reliable way. Customer service excellence, loyalty, and retention are ingrained into Amazon’s service culture— and are three key factors to Amazon’s multiple listings as Customer Service Champs.
Over the years, Amazon’s customer base has increased significantly. Customers appreciate the abundance of choices available. The company’s quality control, and high levels of customer service has brought Amazon the J.D. Power and Associates Customer Service Champion designation.
Trader Joe’s – the author’s favorite place to shop In 2004, Fast Company took note of this grocery chain’s outstanding customer service, praising the company for its listening skills. Trader Joe’s doesn’t use focus groups, 800 numbers, or online forms. They just ask questions, listen, and talk to their customers every day. The company’s focus is on friendly customer interaction and gourmet fare offered at discount prices.
They know their customers—people who love to experiment with an ever-changing inventory. People talk about a trip to Trader Joe’s as an event. The stores have loyal fans who rave about them.
Trader Joe’s received the J.D. Power and Associates Customer Service Champion designation and has stayed on the list for the past few years.
These are just a few well-known Customer Service Champions. Other 2011 champs included Shea Homes, Quicken Loans, Caribou Coffee, Indianapolis International Airport, Zappos, Clark Public Utilities, and others. To learn more about these companies, visit their websites.
What Customer Service Champs have in common
Commonalities among Customer Service Champs provide great insight. Let’s analyze ways these companies achieve such high levels of service and discuss how their service practices can be transferred to divergent firms and other industries.
1. All Customer Service Champions have established a reputation for reliable and exceptional customer service.
Having a reputation for great customer service is critical to a company’s success. It is an unconquerable competitive advantage.
In fact, some companies’ outstanding customer service reputations are so strong, it is a “fear factor” to their competitors.
2. All Customer Service Champion leaders make service excellence a priority and a strong part of their competitive strategy.
The top executives in remarkable Customer Service companies demonstrate their passion for service excellence. By example and by design, they make service excellence the highest priority.
Many even establish it as a major strategic initiative. If you are the “boss,” demonstrate your firm’s commitment to customer service excellence a priority. Make sure you are not so consumed with the bottom line that you leave customer service up to your customer service staff. Under your direction, service excellence should permeate your entire organization and be a strong part of your competitive strategy. If you need to transform your culture to make this happen, or simply want to improve upon the level of service you provide, the remaining chapters of this book will show you how.
3. Employees of Customer Service Champion companies believe in their company, have a sense of pride, and are “engaged.”
The employees of these companies have a sense of pride about their company and their work. Leaders accomplish this through employee engagement, involvement and empowerment. They treat their employees as well as they treat their best customers. Consider the following customer service criteria and evaluate their applicability to the culture in your business.
Engaged—Who, me?
Employee engagement occurs when an employee feels he or she has a job in a company he or she believes in. Research reinforces the fact that, regardless of the size of your company or the type of business you’re in, building employee engagement is critical to your organization’s success. One major Gallup Organization study revealed that companies exhibiting the highest levels of employee engagement are more likely to have above-average productivity and profitability, as well as higher levels of customer retention.
Employee involvement
Actively encourage your people to share ideas and step forward to challenge the status quo. (If you have the type of culture described in Chapter 14, this will not be tough to do.) Customer Service Champ leaders go a step further; they demand staff input and participation. They know that engaging the brains of one’s employees in finding new, better, and more efficient ways of providing great service builds employee engagement.
You can accomplish this through employee involvement and by listening to the voice of your people. Ask for their opinions and ideas. Make sure staff members feel comfortable enough to challenge the way things are done and step forth with new ideas. If you have the right people on your team, they have ideas and solutions to your problems. But if you don’t involve them and ask for their advice, they won’t speak up.
Employee Empowerment – Enable then empower
This is not the only place in this book where employee empowerment is discussed, but it warrants repeating. Like the Customer Service Champ companies, provide customer service training for your staff. They will be enabled and you can then empower them.
Reward and recognition
Recognize and reward people (both formally and informally) for their individual contributions in the workplace. It is a surefire way to make people feel appreciated and help them feel engaged.
Studies have proven that if your employees are happy with you and your company’s culture, you will have higher levels of employee loyalty which translates into customer loyalty.
4. All Customer Service Champions focus as much on employee loyalty as customer loyalty.
Numerous studies prove employee loyalty is directly related to customer loyalty. Conduct a simple and confidential employee satisfaction survey. The first—and most important—five questions of the survey will reveal a great deal about your culture.
- In the last week, has your immediate boss expressed praise or thanks?
- Does your immediate boss spend adequate time with you to help you perform at the highest level?
- Would you recommend working here to a friend, family member, or acquaintance?
- Is there a spirit of teamwork in your department and across departments?
- Has someone talked to you about your progress in the last six months?
Conduct the employee satisfaction survey every year and identify three areas for improvement. Announce to your team that you are committed to improving in these areas. Make a very obvious effort or your attempts will not succeed. Your announcement will be considered “lip-service.” Strive for higher scores each year.
When you succeed at these improvements and your staff internalizes a customer-focused philosophy, your team will think and act as your “brand ambassadors.” They will provide the ultimate customer experience for a company they love.
5. Customer Service Champions hire job candidates who possess the right attributes for interfacing with customers.
“Hire for attitude; train for skills” is the mantra of most Customer Service Champions. When interviewing candidates look for these skills and attributes:
Strong communication skills
- Command of the English language–word choice and grammar
- Positive tone of voice
- Listening skills
- Speaking with tact and diplomacy Personality traits / Interpersonal skills
- Friendly
- Outgoing
- Helpful
- Professional
- Courteous
- Teamplayer
Problem solving skills
- Ownership of the problem or issue
- Solution-focused
Finding and retaining employees who will come to work each day “excited” about customer service involves a great deal more, but these are the most important traits to look for during an interview.
There are other ways to find great customer service representatives.
If you are a restaurant owner or a retail business, find employees with desirable service attitudes and skills in the places you patronize. When you see someone delivering exceptional service, offer the individual a job. Another common practice is to steal great employees from your competitors. Sales managers have been stealing good sales people from their competitors forever!
6. Customer Service Champs examine the touch-points of customer contact to improve the overall customer experience.
In his best-selling book, Moments of Truth, Jan Carlzon identifies moments of truth as “every opportunity to make a difference when in contact with customers.” The Ritz-Carlton calls it “defining moments.” However you describe it, this can be a painstaking process, but it can also be fun if you do it in teams.
Like the Customer Service Champs, seek ways you can make it easier to do business with you. Find ways to impress, delight, and wow customers. When McGrath Acura washed my car even though I didn’t have an official service appointment, I experienced exceptional customer service. In your business, with your customers, no detail should be too small.
7. Customer Service Champs pay close attention to how they communicate with customers.
These companies train their employees to greet customers, call them by name, and initiate conversation. Do the same in your own business. Train your employees to use words and phrases and ask question that impress customers and breed customer loyalty.
- “We’re always here for you.”
- “Are you pleased with…?”
- “I appreciate your business.”
- “Is there anything more I can do for you today?”
- “How can I help you today?”
- “What do you like about our store?”
- “How was your stay?”
Follow the example of Trader Joe’s. Get to know your customers on a deeper level. Learn to know who they are, what they like and dislike, and what their expectations are.
Proactively reach out to customers. In fact, over-communicate.
If a customer brings in his or her car, equipment, machine, computer, or any product that needs service keep him or her informed of your progress. Call if additional repairs are needed.
If you sell a high-end product, call to ask how the product is performing. Follow up after a sale or a transaction. This communication not only helps to avoid problems and build relationships, but also demonstrates you CARE.
8. State of the art technology enhances Champs’ ability to deliver exceptional service.
You can’t serve customers exceptionally well without modern technology that enhances customer relationship management. Technology provides contact management databases, sends maintenance reminders, manages other customer service activity and anything critical to your business. Many affordable and proven systems are available today. Find one that helps you service customers more efficiently and thus, more effectively.
If you are a small or mid-sized company, follow the example of big businesses. Use state of the art software that enables your sales and service reps to record everything about your customers.
In one click, the person who is servicing the customer can pull up all pertinent information and history. Sage ACT and Salesforce.com work well for mid-size and small businesses.
Whatever system you use, make sure it is simple and easy to use. As we move into the future, technology will a key driver and tool for business success.
9. Customer Service Champs’ delivery of exceptional customer service is consistent.
No company is perfect. Successful companies have occasional glitches in the system, but they work hard to minimize the negative impact. Sometimes, even a problem or encounter with a difficult customer, handled properly, can be turned into a success.
Strive to deliver consistently exceptional customer service in your business. Implement the strategies in this chapter and take the steps you will find in Chapter 14 to create a comprehensive service strategy and maintain great customer service.
10. Customers surveyed say they will repurchase and refer others to Customer Service Champs.
One of the questions J.D. Power and Associates survey respondents answer is whether they will purchase again and recommend the company to other customers. Repeat customer and referral business is the lifeblood of all successful organizations.
Assess your own repeat customer business. Conduct an annual customer service survey. In that survey be sure to include this question: “Will you purchase from our company in the future?”
In addition, track how many customers you obtained from referrals.
If you are a large retail business, this may not be easy to do, but you can certainly do it if you are a mid-size retail business or small specialty retailer.
11. All Customer Service Champs excel in the 5 Ps. People, Presentation, Price, Product and Process, the five J.D Power P’s are key to achieving excellence in customer satisfaction and advocacy. To be considered for the Champ designation, companies must outperform their competition in some or all of these core areas. Consider these examples of the five critical competencies that attract and retain customers.
People
Leading companies such as Ritz-Carlton and Four Seasons Hotels and Resorts depend on their people. Staff members at these hospitality service stars are not only service providers and friendly faces, but also problem-solvers for their guests. Create problem-solving teams; have them in place to assist others when needed.
The mindset of your employees is key. If you are a Red Roof Inn, make sure your staff has the same mentality as the staff at the Four Seasons or Ritz-Carlton.
Presentation
Champs know today’s customers place increased importance on how a company’s products or services are perceived. Make sure your packaging and marketing materials put you in the best possible light.
The appearance of your employees is also important. There’s nothing worse than walking into a place of business and seeing a receptionist with such “casual” attire that customers are given a negative first impression. Today’s scrutinizing customers may think that if a company is lax with its dress code, they may be lax in the level of service it provides.
Your facility is also part of your presentation. When a customer walks into your place of business, it should shout cleanliness and orderliness. The outside of your facility should be nicely landscaped and without debris anywhere near the building.
Pricing
Many (but not all) Customer Service Champions offer great prices, but they know there’s more to the buying decision than price. Customer Service Stars provide the best value, price and other factors considered. They know what’s important to the customer—the company’s image, its standing in the marketplace, the “package” it offers, and its reputation for dependable service. All these qualities give customers peace of mind.
Product
Champs excel in delivering a consistent, trouble-free product, regardless of their industry. Product quality is a given. It is how well the product performs in relation to its competition. Make sure your product outperforms the best of them.
Process
Today’s customers are time-driven and time conscious. As a consequence, they prefer companies that can offer them easy, effective, and fast customer service. Make sure your processes and procedures meet this important customer service standard.
12. All Customer Service Champs do more than deliver on what they promise; they exceed customer expectations.
Customer Service All Stars not only raise the bar for their competition, they also put their company and sales team in a better position to capture and keep their competitors’ customers.
Follow these leaders. First, make sure you meet customer expectations and deliver what you promise. Then, think of ways you have exceeded expectations in the past and new ways you can excel in the future without cutting into your profits. Exceeding customer expectations is one of best ways to ensure customer loyalty and be a customer service champ in your customers’ eyes.
Smart businesses—large and small
In my experience in the business world, I have had the privilege of working with or coming across many companies that deliver superb customer service. Like the Customer Service Champs, they not only have a reputation for exceptional customer service in their industry but they consistently seek methods of improvement. Let’s take a look at the outstanding customer service practices that elevate these companies above the competition and ways to apply what you can learn from them to your own delivery of service.
Arnold Machinery Company
Many businesses have great customer service policies but few demonstrate their “Uncompromising Commitment to Customer Satisfaction” as well as equipment distributor Arnold Machinery Company. The company’s “Silver Service® Policy” and customer service slogan, “Customer Satisfaction is Our Only Policy®,” truly describes their dedication to customers. Every Arnold associate is responsible for making customers happy and taking care of them right then and there. Arnold Machinery staff are not only empowered; they are obligated to do so. All of their marketing materials state that “at Arnold Machinery Company, we believe in carrying our Silver Service® attitude and commitment into everything we do. NO SALE is ever final until you are satisfied. And when we say it we mean it…no fine print. Only complete and total satisfaction with our products and our service.”
What a strong service statement! I have heard many stories of just how hard this company works to satisfy customers. So hard, in fact, that Arnold Machinery is viewed as a formidable competitor to equipment dealers in their area. I know this to be true because I have heard it from Arnold’s competitors.
If you want to be viewed as a formidable competitor, work incredibly hard to develop and maintain a reputation for customer service excellence. Make a statement about your service and, as discussed in Section 1 of this book, brand it. Do more than that. Describe it.
Arnold Machinery describes it in this manner:
What is Silver Service®?
It’s an attitude.
It’s a commitment.
It’s what distinguishes us from our competitors.
It’s the reason we’re in business today.
Note that Arnold Machinery Company refers to its employees as “associates.” Employees feel like associates because the company gives them stock shares based on years of service. There are also several bonus programs designed to reward employees for great service.
Change the term “employee” to associate. Better yet, make your employees feel as though they are associates. Give them a stake in the company and bonus programs. If you can make employees feel they are working with you and not for you, your associates will be more inclined to serve customers exceptionally well.
LaRosa’s Pizza
Beginning with just one Cincinnati location in 1954, the company and franchise owner now operate more than sixty pizzerias. Besides making great pizza, their success is attributed to the exceptional service they provide.
Like the Powers’ Customer Service Champs, employee satisfaction is a strong part of the La Rosa culture. They even have a “Chief People Officer” who makes sure employees are happy. All store managers receive training to help ensure consistent leadership. LaRosa’s culture emphasizes communication, professionalism, quality and accountability. To ensure customer satisfaction and demonstrate they care about it, every customer receives a “Score Card.” It states: “If scoring is less than a ‘B,’ please explain your reason so our team members know what needs to be improved.”
Kastel Insurance Partners
Kastel Insurance Partners’ tagline is “The Difference is in the Service.” Their client service truly is the difference—especially from principal, Ralph Kastel.
Ralph delivers a personalized service experience and builds client relationships through proactive communications. He doesn’t wait for cost-conscious clients to call to inquire about whether there is a more affordable health insurance policy. He calls his business clients regarding their group medical insurance three months before their anniversary date (when the client’s group medical insurance premiums will increase or there are changes in benefits offered.)
He reminds the client of the renewal date before the insurance carrier sends their notice and reviews any changes or concerns that his client may have regarding his or her insurance situation. He discusses what his clients might expect at the renewal based on price or policy changes other clients have received. Then he takes the value-added step of ensuring the customer that Kastel Partners will be searching competitive benefits and rates.
In addition, Kastel’s clients are told that if their employees have questions regarding benefits or claim issues, they can call his office and his staff will assist in resolving the problem for the employees.
This smart businessman strategically uses his reputation for outstanding client service to attract and retain new clients. When on an appointment with a potential client, he uses a soft sell approach.
After listening to the prospect’s needs, instead of asking for the business right then and there like any other agent would do, he simply states, “My clients stick with me because of the level of service I provide. If you would like me to handle your insurance needs, just call me. “Just call Ralph.” That’s the mantra used by all of my clients and why my business comes from referrals.” And “Just call Ralph,” is what happy clients tell business associates, friends and neighbors when they are referring business to him. His business grows stronger every year.
In many insurance agencies, customer service tends to center around key employees or larger producing clients. At Kastel Insurance Partners, all group policy clients are treated as though they are key employees. One of Ralph’s group clients received a renewal with a large increase. Ralph immediately began comparison shopping and found a more affordable plan with an alternate carrier. The Group filled out applications and submitted them to the new insurance carrier.
Meanwhile, an employee was scheduled to have a hip replacement, just after the transition to the new insurance company. The employee was very concerned about how changing carriers would affect his surgery, so he “Just Called Ralph.” Ralph patiently listened to the employee’s concerns, noted the doctor’s name, and verified the facility in which the hip replacement would take place. He then determined whether the doctor and facility would be in-network or out-of-network with the new insurance carrier, how the benefits would be paid, and whether or not pre-certification was needed. A pre-certification was required, so Ralph called the surgeon’s office and spoke with the office manager. He made sure the office manager was aware of the plan change and gave her the numbers she would have to call. He called back the employee with all this information and numbers. This would have taken days for the employee to obtain on his own. Ralph not only took the “extra step” to help this client, he also put to rest any insurance-related concerns.
The employee was able to concentrate on the pending surgery and recovery – not the insurance.
If you are a small business owner or sales professional, strive to provide personalized service to every customer. Be proactive with your communication. Reach out to customers. Demonstrate that you have your customers’ best interests at heart and help them in every way possible. Then you will develop a reputation for exceptional customer service.
Atlantic | Pacific Companies
This innovative company acquires, develops, and invests in real estate and manages properties on behalf of condominium associations, property owners, and business partners. The company’s service culture is fundamental to its success. Management recognizes and demonstrates that they are in the “people” business and its
Number One resource is its team. They encourage all of their employees to continually learn and develop their business skills and real estate knowledge by providing training, mentoring, and professional development opportunities. Atlantic | Pacific’s commitment to providing each employee with a strong sense of contribution has enabled them to attract and retain the top people in each of the markets they serve.
All of their employees proudly wear name badges with their first name, company name, and logo so clients and community members know them on a first name basis. The company’s property managers are encouraged to exceed expectations and go above and beyond the call of duty to help an owner, even if the service needed doesn’t fall under their job description. One property manager helped a resident with an appliance contract. Instead of making one or two calls to the provider, the manager carried it through and made sure the resident received a new stove. The condominium owner thanked the property manager profusely and even called Atlantic | Pacific to rave about how much the property manager helped him.
Another Atlantic | Pacific property manager truly went above and beyond exceptional service when a garbage container had a spillage. She rolled up her designer suit sleeves and in heels grabbed a shovel and went to work until the wee hours of the night!
Like many Customer Service Champs, Atlantic | Pacific strives to provide its team members with opportunities to experience meaningful work, professional growth, and advancement. From 2008 to 2011, the company received recognition by the South Florida Business Journal as one of the “best places to work.”
Recognize that businesses don’t do business. People do business. It is the people in the company who make the difference and are directly responsible for its reputation. Regardless of the size of your business, do your best to create a positive work environment and be one of the best places to work in your area.
Lessons are everywhere
As stated earlier, I have had the privilege of working with many companies who deliver exceptional service—the Caterpillar dealer in the Western States that has its people role play during down time; the top producing wealth management firm in Texas that gives clients the impression they are walking into the lobby of the Ritz-Carlton when entering the company’s elegant office and being greeted by the company’s “Director of First Impressions;” American Honda, whose employees rave about how well they are treated by their company; the Harley-Davidson dealer that holds short meetings every Friday morning before opening time to “talk-up” customer service… and so many more. These already outstanding organizations ask me to work with them because continuous improvement is one of their company’s core values.
There are lessons in customer service all around you. Open your eyes and see. Be observant of exceptional customer service and poor customer service. Make sure every person in your company knows the difference!
It’s never enough to be in business; it’s the service you provide
Customers today are not just looking for a great product or service.
They want, need, and expect the highest level of customer service.
They want it from every business they work with. It is a demand your company can’t afford to ignore. If you can consistently deliver exceptional customer service you will be in the best position to capture and keep your competitors’ customers.
About Christine Corelli
