In this new era of hyper competition, we need to redo the
whole concept and practices of customer service. While theoretical discourses are
plenty, the implementation of these concepts is still meager in reality. Here is
a 10-point check to run in your customer service process:
Point 1: Is your customer service making a first impression?
Customer service performs its functions in three time stages:
before, during, and after a purchase is being made. In the first step, see if your customer
service is prompt enough to answer the phone or greet customers when they enter
the floor. There are many companies who publicize phone numbers and then when
you call, nobody answers! There are sales centers where nobody greets you when
you enter their floor. In its redesigned retail outlets, Apple has introduced a
front-door person who greets customers when customers enter the floor, and then the front-person claps
and congratulates customers when they leave with their new purchases. First impression
can be long-lasting, it might even change the perception of customers about
your organization.
Point 2: Is your customer service trained to be courteous
and honest?
Courtesy costs nothing, but buys everything. This old adage
is quite applicable to customer service. Consistency and courtesy create a bond
between customers and the company. Courteous service is applicable even when
dealing with angry customers. Ironically, the opportunity of emotional bonding
with customers is best served not when customers are happy, but when something
goes wrong and unhappy customers walk in the store with their sleeves up the
elbow! Effective handling of such customers by making them happy will make them
leave the store with a smile on their faces. Definitely, you have added someone
to the list of your loyal customers. Honesty is another dimension that must be
practiced all the time. Do not rush your customers to sales, even at the
expense of your honesty. Many times, it is possible to trick customers into
sales by hiding facts or convincing him/her about the need of the item you are
selling. In the long run, customers understand this trick when it is too late
for them. It does not win your business in customers’ minds in the long run.
Thinking customers fool is a foolish idea.
Point 3: Is your customer service adding value through
information exchange?
Answering right questions with right answers is extremely
important. This exchange of information requires knowledge. It is important to update customer service
personnel about product knowledge so that they can answer customer queries and
worries. This knowledge should not only cover basic information that most
customers would look for, but also unusual information like sources of
ingredients, ethnic value preferences,
safety issues, health issues etc.
Point 4: Are your customer service personnel trained to be a
trainer?
In some industries, e.g., electronics retailing, providing
information to customers may not be enough. Your sales personnel may well
assume the role of customer trainer. A lot of after-sales issues can be
resolved even before they occur if customers can be trained during the sale
process. Apple stores usually have a set-up area where employees help customers
set their gadgets ready for use.
Point 5: Is your customer service aware of warranty issues
and fine prints?
In many industries, after sales service is a great value
proposition. There where comes a good amount of fine prints that even many
customer service executive might not be aware of. As a result, customers might later
be surprised and feel like “Oh no, I did not know that!” This feeling of being tricked
and fool creates dissatisfaction which cannot be corrected by customer service
by going beyond company policy. As a customer service personnel, you may feel
sorry for the customer, but your hands are tied because you would have to act
within the boundary of the warranty policy. That is why, odds are in your favor
if you provide this information beforehand.
(to be continued)
