Customer
Service is a PACT
Delight your customers by keeping your side of the PACT and your customers will keep theirs..
If you have a good Process in place, you meet
customer expectations.
If your staff has a positive Attitude you pleasantly surprise the customer.
With effective Communication, you keep customers well informed.
If you perform on Time, you satisfy your customers.
and..
If your PACT is in
place, you delight customers.
If any business focuses on these four keys areas, customer
satisfaction follows:
Process
Process or procedure is what keeps the ball rolling from start to finish. If
the chain of activities is well designed and run smoothly, focused on
customer requirements you meet his expectations.
Scenario #1
Imagine you are at the hypermarket refund section and the customer service
staff is extremely helpful and understanding. She is also efficient in
speaking to the electronics section and sorting the problem in a few
minutes. She demonstrates excellent on time performance in preparing the
refund papers while coordinating with electronics. Things seem to be going
really fast until she gives Mr. King the papers and asks him to collect the
refund from accounts. Well accounts takes a good 45 minutes to refund the
money. Their refund process involves a confirmation from the electronics
section. They then have to reverse the sale, get approval from operations
manager and chief accountant and finally refund the money.
There is obviously a process snag in the accounts department leading to an
imbalance between frontline and them. Mr. King is satisfied in the manner
the refund was handled but not in the process of actual refund leaving him
with a sour feeling.
Attitude
For a process to be in place and work well you require an attitude - a
positive attitude. It is a positive attitude that nudges you to understand
the process and work towards meeting customer requirements. Process by
itself cannot do it. It requires the human element. The human element, that
thinks positively and works positively to keep the process in place. The
human element that compliments the process in satisfying customers.
A positive attitude that pleasantly surprises customers. Something seldom
found but yearned by all customers. A positive attitude that puts any
business ahead of competition.
Scenario #2
In the same hypermarket scenario imagine accounts is very efficient but
refunds the money with “we normally do not make refunds. You are very
fortunate’. They give the impression of doing a favor by refunding the
money. Mr. King though satisfied with the outcome, departs with a lingering
bad taste due to the manner the refund is made. They make it look like an
obligation than a right and no customer wants an obligation.
The refund could have been made adding some empathy. ‘Mr. King, I am so glad
they made your refund. May I request you to sign here”.
Communication
Many a business has breakdowns in its process or attitude due to gaps in
communication. This is even more evident when frontline handles customers.
Effective communication, towards both internal as well as external customers
can overcome many a pitfalls in business. Proper communication helps develop
understanding and, understanding only makes one more knowledgeable. This
paves the way for accommodation in processes or any other shortfalls.
Scenario #3
Let’s suppose the service agent in the hypermarket goes back office, to
inform the manager of the electronics section. She comes back but does not
have a reply for Mr. King. Though she goes frequently to back office she
does not give an explanation nor gives an update on the status of his
refund. After a good 30 minute wait, Mr. King is told to check in two days
as the product needs to be sent to the service center. King asks in
exasperation “You made me wait all this while just to tell me this?” The
service agent with the least remorse replies “Sir, I did not get a reply
from the manager. Hence, I could not tell you anything.” Mr. King absolutely
furious, walks out with “You could have at least kept me abreast of what is
happening instead of wasting my time.”
Well, so much for effective communication and service recovery.
All that the agent needed to do was tell him, “Mr. King, the manager is busy
and might take 15-30 minutes. Would you like to wait or if you have
something else to do came back later.”
Communicating the status explains a process, shows empathy for King’s time
and lets him decide on what to do.
Time
Time is prime. Given today’s fast pace, time plays a very important role in
customer satisfaction. A timely act is more appreciated than a delayed
performance with excuses.
On time performance holds the key for any process to be efficient. It plays
a vital role in not leaving a customer waiting. It also speaks volumes on
efficiency and attitude. Effective communication is a direct result of on
time performance. It helps bridge many a gaps. Time is of essence where
customer is concerned. On time performance can give you that edge over
slipshod competition.
Scenario #4
The service agent tells King that she would get back in 2 days after sending
the product to the service center but there is no reply for 5 days. King
calls just to be informed that it would take a couple of days more! King
thinks helplessly ‘2 days has now turned a week’.
Service could have been rendered professionally keeping their side of the
PACT if the service agent had called in 2 days (Time), updating the customer
on the status (Communication), empathizing with the customer (Attitude) and
explaining the reasons for the delay (Process). The customer may have
understood, accommodated and given them another opportunity.
Or in the various scenarios above:
Had the Process in accounts been in place, he would have been satisfied.
Had their Attitude been less indifferent, he would have accommodated.
Had their Communication been proactive, he would have understood.
And had their performance been on Time, he may have continued his
business...
Though there are numerous other facets while serving or satisfying a
customer, they all stem from a PACT. For, all service and satisfaction
revolves around your PACT with the customer.
Should you ever experience poor service, give it a thought, and you’ll
realize at least one of these four key elements is missing.
Hence keep your side of the PACT and customers will keep theirs..
..in
building your business.
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