10-Point check for Customer Service : Part II

You might be interested to read part I before proceeding to read this section of the write-up.

Point 6: Is your customer service personnel trained to handle complains?

Complain handling is traditionally seen as the most important concern for the customer service department.  Effective handling of customer complains could open up new opportunities for sustaining a long term customer relationship.  As already noted earlier, the opportunity of emotional bonding with customers is best served not when customers are happy, but when something goes wrong and unhappy customers show up or call for redressal. However, handling complain is not an easy task since customers vary by expectations and nature of problems could also have variety in itself. Simply knowing rules of engagement and a printed manual with lists of problems and solutions are not what we are talking about. Complain handling goes beyond the boundary of a printed manual. It is about empathy- an essential part of service executives ‘ personality- it is about connecting and communicating while putting ourselves in someone else’s shoes.

Point 7: Do your customer service personnel stay calm with irritating customers?

Not all customers behave well while interacting with service executives, specifically in situations when things go wrong and they expect the kind of redressal that might not be allowable by the company. This type of behavior, sometimes, might be based on legitimate claims from customers’ part. Having said that, it is not service executives’ job to match their behavior with that of customers! In many cases, even trained executives can cross the line and get involved in an argument with customers. Once an angry customer shouted to an executive, saying that she feels sorry for him because he could not find a better job rather than to work for this lousy company! Ok, it seems like a comment (or insult) at personal level, which is inappropriate per se. However, despite how inappropriate the customers’ comments are, learning to stay calm and helpful is the ultimate test for customer service executives’ career.  Letting customers to vent out anger is a way to cool down the situation at end.

Point 8: Are your customer services executives trained NOT to assume?

Assuming customer’s problem before completely listening to it, is another problem that arises out of so called printed “service manual” that is usually provided during training session for service executives. Every customer problem should be treated uniquely, addressing it to the point by carefully listening to it. Stop assuming, start listening – that is the key in understanding customers here.

Point 9: Do your customer service department “follow-up” with customers?

After getting a lead, or closing a sale, or handling a complain – we often assume that things are running alright now. In many instances, this is not right. A sales lead must be followed up, a sales must be traced to customers and see if things are alright with him/her, a well-handled complain must be followed up to see if the customer needs further help or not. This is something that most customers are not expecting, thus opening up an opportunity to delight them with their decisions to buy or for contacting the service department.

Point 10: Are your customer service executives happy with the company they work for?

You cannot expect to pass all the previous 9 tests if the last test fails you. Customer service executives are your internal customers.  A group of unhappy internal customers cannot make external customers happy. The job satisfaction may not only flow from competitive compensation packages, but also from the external prestige and excellence that your product commands in the market. A poorly designed product with minimal branding effort will automatically fetch in a lot of complains. Who does want to listen to complains (and more complains) all day long, feeling the pain of faking a smile and keep saying sorry to address aggrieved customers? Of course, some of them will keep acting and faking to keep the job, but most will keep looking for places elsewhere, resulting in increase of employee turnover at the end.

This routine check of your customer service department will not only ensure a smooth running of your service engine, but also would prevent it from breaking apart that might necessitate expensive repair later on.  

 

10-Point check for Customer Service : Part I

As customers, we traditionally understood "customer service" as a department inside an organization that dealt in things that went wrong after customer had purchased anything. Your cellphone bill seems overstated, ok, then call customer service. The new dress that you bought need to be exchanged for a different size, ok, then walk up to the customer service with receipt within a stipulated time. Your refrigerator may require some repairs. If it is still within the warranty period, call customer service to send a mechanic. This is how the concept of customer service has been understood by customers and practiced by companies.

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)