Before I begin any customer service presentation for an audience of small business owners and managers, I ask them to write down any questions they would like answered during the event. One the most frequent questions is “What low cost/no cost ways would you recommend to improve the delivery of customer service by my employees?” I offer them these three action items.
1. Create a Customer Satisfaction Investigation (CSI) team.
Isn’t it criminal to take a customer’s money and then not deliver to meet his expectations? This team, with at least one representative from every department, should meet at least once a week to review customer feedback. Like a CSI team, the purpose of the team is to review all the details of each negative customer experience to see if they can find out why it happened. If you do not have a survey process, ask your employees to document and forward any complaint to the CSI team.
For every customer who complains, 26 others didn’t say anything (Lee Resource, Inc.) and simply walked away. No one can afford that kind of customer churn. Once identified, work fast to eliminate the dissatisfier. You cannot begin to satisfy customers until you remove all the potential dissatisfiers. You have got to remove them from negatively affecting future customer experiences.
2. Continually remind your team of the importance of customer service.
One of my favorite quotes is from Samuel Johnson, “People need to be reminded more than they need to be instructed.” Day One and Done customer service training is simply not enough. It’s amazing how much of the first day of new hire orientation is spent on defining the rules and restrictions, usually required by the legal department, that, if not followed, will result in termination. While that information is important, consider the overall message you are giving new employees at the end of their first day.
Balance the message by describing the empowerment processes that employees can use to exceed customer expectations and offer specific stories when employees went above and beyond for your customers. After onboarding, continue to reinforce that message with customer service tips and stories via email, screensaver messages, and periodic refresher customer service training. As many of the luxury hotel chains and fine dining restaurants known for delivering consistently exceptional service, conduct a fifteen-minute daily briefing that reinforces your brand’s core values and service standards.
3. Recognize and celebrate those who deliver great customer service.
Too often managers focus on identifying an employee’s service deficiencies. These “areas that need improvement” are usually only conveyed to the employee at the annual performance review. Instead, celebrate throughout the year the stories of employees who have created WOW moments for their customers.
Create a booklet of customer service stories to be distributed on Day One of your onboarding process. Every new employee is a sponge of company information on the first day. Let them soak in the stellar reputation of your company as built by your customers’ perceptions of your employees’ exceptional service. To reinforce that Day One feeling, frequently post or distribute via email the positive customer comments.
Send a handwritten thank you note to the home of the individual employees who created a memorable moment for one of your customers. You can be assured they will share proudly that note with their family. If you want your employees to make it a habit to deliver outstanding customer service, you have to make it a habit to thank them when they do.
When you systematically remove the potential dissatisfiers, continually remind your employees of the importance of customer service, and habitually recognize and celebrate the stories of exceptional service you will increase dramatically the value of service as perceived by your customer.
About the Author
Bill Quiseng has extensive experience in luxury resort and hotel management. His achievements include receiving the Marriott International Spirit to Serve Award, Renaissance Hotels General Manager of the Year, Marriott International Leadership Excellence and Sales Excellence Awards.