Apr

10

That Customer Service Thing

Filed Under Building a Successful Business | 

On Customer Service

I believe that when the “customer service” gurus coined the phrase “The customer is always right” they had good manners in mind. I don’t believe that the customer is always right. There are times when a customer is wrong. Dealing with a difficult customer is a test of one’s manners, flexibility, and vision.

Customer service is not about patronizing, manipulating, or repeating cliche phrases one learned in the latest customer service training.

Customer service is about understanding the needs of our customers, packaging our services or goods to satisfy these needs, and delivering the service in a courteous, respectful, and effective way.

I had an interesting experience as a customer, a couple of weeks ago, when I went to buy a lipstick. A simple item, right? I took my old lipstick with me to make sure I knew what color and formula to ask for. This one happens to be my favorite.

I went to the retail store that carries this particular brand. I approached the cosmetics counter. There were two or three other customers there. One of the associates approached me and offered to help. I took my old lipstick out of my handbag, put my reading glasses on (those of you who have ever tried to read the name and formula in the back of a tiny tube will know why I needed my glasses) and I read the color to her. She looked at me with a glint in her eye, reached for the tube, looked at me again, and said: “That would be number 4. Would that be all ma-am?” Obviously, I did not know my numbers. I had the distinct sense that I was being made fun of.

I have no problem growing old and sporting grey hair (I love my grey hair), but I absolutely loathe being called ma-am. Of course, I wanted nothing more but my lipstick at that point.

The store I went to is one that is well known for customer service. Their whole marketing strategy is based on their great customer service. That’s what sets them apart from the rest of the retail scheme. Obviously, somebody didn’t read the memo.

My experience proved that the front line matters. You may have a great vision for your business, a great marketing campaign, and a great product. It will all come to a halt if you don’t watch and mind your front line.

What your customers see and who your customers talk to when they first come through the door will determine their impression of you and your business. It will also determine whether they come back or not.

When you hire your customer service people:

  1. Have a clear idea of who you want to represent you.
  2. Set your expectations high and trust your instincts.
  3. Prepare your interview questions upfront.
  4. Don’t sell the job to them. Let them earn the position.
  5. Make sure they like working with people (a tiny detail that makes a huge difference).
  6. Ask for referrals and follow up.
  7. Make the position worthy of the best people around. Pay them more than your competition would.
  8. Give your people what they need to succeed.
  9. Empower them to share their ideas and thoughts. Listen to them.

These are the people who can make of break your business. They are also your internal customers. Treat them right. You will be rewarded and your customers will thank you.

© 2008 Yota Schneider, Open for Success. www.openforsuccess.com
May be distributed if full attribution is given and copyright notice is included.

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