Four words always come to mind regarding customer
I call them the four C's of customer service:
Each one plays an important role in creating a memorable
Let's take a look at each one in more detail.
Commitment - In order to give great customer service, there must
be Commitment from an organization's leadership. Commitment must be visible through action. It's easy to place
posters and signs upon the wall, but that's not the action of
which I'm speaking.
Leaders should show commitment by leading
the charge to determine what great customer service should look
like within the organization. Leaders should develop and adhere
to core values for the organization. Leaders should commit to
finding ways to determine what's important to the organization's
customers. Leaders should become the customer by utilizing the
organization's product or service in order to get the customer's
perspective. The commitment level of leadership should be
readily apparent to employees. Leaders should regularly
communicate their commitment with the entire organization.
Commitment requires action! Commitment is long-term as the
organization's long-term existence is at stake.
Completeness - Following the leadership commitment to providing
great customer service is the second C representing
Completeness. Once the commitment is in place, the need to
ensure that everyone within the organization is on the same page
is paramount to the organization's success.
that everyone within every department understands their role in
providing great customer service. A complete and thorough
assessment of the organization's operations is key to
identifying areas of opportunity. All customer touch points
should be evaluated for efficiency.
Completeness means insuring
that what matters to the customer is identified and utilized in
developing the organization's product or service concept.
Completeness means identifying one's internal customers in order
to determine how to meet their needs as well. All areas of the
organization must be aware of how their everyday actions impact
both internal and external customers. Completely commit to
providing great customer service!
Consistency - After leadership exercises commitment and the
entire organization is completely on the same page regarding the
provision of great customer service, the third C of Consistency
enters the picture. This C is crucial to the long-term success
of the organization. The ability to consistently provide a great
customer service experience is what builds brand loyalty.
customers are revenue generators as they are both comfortable
and excited to share their positive customer service experiences
with others. Consistency means the customer receives the same
level of service during each encounter with your organization.
Consistency means that no matter which of your organization's
locations the customer visits, a positive experience awaits.
When calling your organization, it doesn't matter which employee
takes the call, the organization will strive to consistently
provide a great customer service experience. When interacting
with your company online, the customer is provided an easy and
efficient experience. When issues arise, the organization will
look to consistently resolve them in a timely manner. When an
organization can consistently provide a great customer service
experience, it won't be long before the word-of-mouth effect
takes over. New customers will appear as a result of the
organization's ability to be consistent.
Communication - The glue that holds all of this together is the
fourth C - Communication. Now this particular C requires that
the commitment to providing great customer service is constantly
communicated. It means that the organization's employees are
kept abreast of how well the organization is performing in its
quest to meet the needs of the customer. This C means that the
employees are given the means to communicate the customer's
perception of the organization to the leaders. The leaders are
to communicate how employee ideas for improvement are
contributing to the success of the organization. It means that
customers are able to initiate communication with the
organization regarding their personal experiences with the
product or services. This fourth C requires the organization's
leaders to communicate customer needs and preferences to the
rest of the organization to ensure that all products and
services are designed with the end-user in mind.
In this era of multichannel customer service provision, it's
important to make sure that your customers understand how
important they are to your organization. Make sure they are able
to see, hear and feel what they mean to your organization by
establishing Commitment, followed by Completeness of purpose,
exhibiting Consistency during all customer interactions and
applying the glue called Communication!
About the Author
Errol has held positions as an Internal Customer Service
Consultant, Call Center Quality Manager and Operations Analyst
and understands the need for a "systems" orientation to
providing excellent customer service. Errol has also designed
customer service training programs for the "front line"
associate to ensure employee confidence when interacting with