Award Winning Customer Service

Renee Evenson

• Publisher: AMACOM
• Year: 2007
• ISBN:
  9780814400609
• Topic: Business
• Subtopic: Business Communication
• Index: Business

Delivering top-of-the-line customer service is Job #1 for most companies, an important factor in keeping profits high and customers coming back. Customer service problems can damage not just a company's reputation but its bottom line, so for busy managers -- and business owners with little time to search for solutions -- some fast help is needed. Award-Winning Customer Service offers scores of quick tips for readers looking to improve and then maintain their company's level of customer service. The book is chock full of practical advice on important topics such as: * planning and goal setting * effective communication * leadership * preparing for change * continual learning * coaching and development * effective feedback * motivational and problem-solving meetings * conflict resolution * follow-up and staying on top of the game * and more. Containing 101 effective tips in all, unique "When this happens, try this" sections, and encouraging quotes, this is an essential reference for anyone who needs guidance or just a refresher on making customers feel truly valued.

CHAPTER 1

CUSTOMERS
Delight Your Audience

“I don’t believe in elitism. I don’t think the audience is this
dumb person lower than me. I am the audience.”

—QUENTIN TARANTINO

You are thrilled that you were able to get tickets for the opening night of a new play. You are an actor and enjoy seeing an exciting new production. As the curtain rises, you scan the stage, noting the set and actors. The actors begin moving about. One actress forgets her first line. One of the other actors cues her, and the play gets underway. Soon another actor flubs his lines. Others in the cast don’t seem to know their moves, and they bump into each other. Most of the actors speak so softly they’re barely audible. Someone in the audience calls to them to speak up, but they ignore the comment. The mumbling and bumbling continue and, by the end of the first act, you wonder how much time the cast spent rehearsing. The play continues to go downhill. As the second act ends, people in the audience boo, groan, and complain. Some leave before the third act begins. By the end of the play, it’s obvious that the actors and director don’t have a clear understanding of what it takes to put on a production. Even though the props and stage setting were good, that wasn’t enough for the audience to give it a good review.

This should never happen in the production of any play. By opening night, the cast should be so well rehearsed that a decent performance comes naturally. You could forgive some minor mistakes, but it is difficult to imagine that a director would send the cast on stage without thoroughly rehearsing. It just would not happen, would it?

Why, then, does it happen in business? Managers send their employees out to serve their most important audience—their customers—without ensuring they know how to put on a decent production. Like the audience members who left before the third act, your customers will leave in the middle of your performance unless you give them what they need.

In the theater world, it is all about the audience. Audience members buy the tickets that keep plays running. In business, it is all about the customers, who buy the goods and keep your doors open. Unlike an audience whose members will boo and voice their opinions, most customers will not express their complaints. They will just take their business somewhere else. Unless you recognize problem areas and correct employee behavior, you will lose business. The first step to exceptional customer service is awareness. The leading reasons for customer dissatisfaction are employees who ignore customers, don’t listen, aren’t knowledgeable, aren’t reliable, and don’t follow up or follow through.

To put on your best performance, pay attention to your audience; know your lines; do what you say you will when you say you will; and follow up. You should perform these steps correctly, because you might not get a second chance. Do everything to delight your audience, and you will put on an award winning production.

“I can’t deny the fact that you like me! You like me!”

—SALLY FIELD

1. Pay Attention

Have you ever walked into a business and been completely ignored by the employees? Most likely the answer is yes. When it happened, you probably felt invisible. You may have even walked out wondering how a company can stay in business when its employees treat customers as if they were nonexistent. When employees make customers feel invisible, they might actually become invisible.

Performance Prompts

• Stop whatever you are doing when a customer comes in or calls.

• Greet the customer, and give your name.

• Ask how you can help.

• Look directly at the customer.

• Focus only on the customer you are helping.

• Make eye contact and smile to show your positive attitude.

• During phone calls, let your smile come through your voice.

• Stay interested.

• Do what you can to help each customer.

• Show rather than point or tell.

• Never accept a personal call while assisting a customer.

• Always give customers more than they expect.

When This Happens . . .

You and your coworkers are responsible for stocking shelves and setting up window displays. Sometimes, you become so involved in these tasks that you do not notice when customers enter your store. When you do notice them, you really prefer to continue what you are doing. You joke with your coworkers that customers can be a real pain when they interrupt your “real” work.

Try This

Ouch! You and your coworkers need an attitude adjustment. Nothing is more important than helping your customers. Stocking shelves and setting up window displays are important, but the mindset that these tasks are your most important jobs can be dangerous. If customers stop coming, you will not need to stock the shelves. If you do not sell the merchandise, your business is going to close. No matter what you are doing, your customers are your most important job. Stop! And pay attention to them.

The customer is the reason you have a job.

2. Listen Carefully to Your Customers

Paying attention and listening go hand in hand. If you do not pay attention, you cannot be a good listener, and if you do not listen well, you are not paying attention. Did you ever speak to someone who was not listening to you? It can be upsetting, especially when you have to repeat yourself for no apparent reason. When communicating, speaking well is important, but listening well is even more important. If you do not listen well, you will not know how to respond appropriately. You are in the customer service business and listening to your customers matters to them. It matters a lot.

Performance Prompts

• Ask how you can help, and then listen to the answer.

• Form the mindset that this one customer is the reason you have a job.

• You cannot listen and talk at the same time, so keep quiet and listen when the customer is talking.

• Listen actively and completely.

• Listen for what is not said. Pay attention to the nonverbal clues and tone of voice.

• Remain objective and never judge a customer based on appearance or manner of speaking.

• Before responding or forming your conclusion, gather as much information as you need to make sure you understand the customer’s needs and concerns.

When This Happens . . .

You notice that your coworker, Steven, is easily distracted when he talks to customers. He looks toward the door every time someone comes in, even when he is already helping a customer. Customers frequently have to repeat themselves because he does not listen. Today you heard a customer make a negative comment about Steven on the way out.

Try This

Talk to Steven about this. As your coworker, he is equally responsible for satisfying customers. Tell him what the customer said and that you have seen him behave inattentively with other customers. If he does not understand, show him what you mean. As he talks, continually look away, as though you are distracted. Ask him to repeat what he said. Then remind him that this is how he treats his customers.

Listen actively—focus entirely on your customer.

3. Know Your Business

A fairly basic concept for employees in customer service is that you should know your business. Do you? Are you completely knowledgeable about all that your company has to offer? To find the best solution for your customers’ problems, you need to know what the best solution is.

Performance Prompts

• Learn all you can about your products and services, as well as those of your competitors.

• Learn about your entire company operation.

• Always search for the best solution for your customer.

• Be a problem solver, not part of the problem.

• Be prepared to offer an alternative solution if the customer is not satisfied with your first option.

• Effectiveness is important to customers. To be effective, you must be knowledgeable.

• Efficiency is important to customers. To be efficient, you must be productive.

• Finding the right solution, but taking too long, is as ineffective as handling the customer’s request quickly, but not finding the right solution.

• Strive to balance effectiveness and efficiency by finding the right solution as quickly as you can.

When This Happens . . .

You consider yourself knowledgeable ...

Table of contents

• Cover Page
• Title Page
• Copyright Page
• Dedication
• Contents
• Acknowledgments
• Introduction
• 1. Customers: Delight Your Audience
• 2. Performance: Your Role of a Lifetime
• 3. Planning: A Good Script Begins With Thoughtful Consideration
• 4. Communication: Choose the Right Lines In the Script
• 5. Leadership: Great Performances Need Great Direction
• 6. Preparation: Things Are Going to Change
• 7. Training: Learn Your Lines
• 8. Teamwork: The Actors Make the Cast
• 9. Motivation: Monitoring the Process
• 10. Feedback: Rave Reviews and Poor Reviews
• 11. Meetings: On-the-Spot Rehearsals
• 12. Conflict: Every Production Has Turmoil
• 13. Commitment: Take It from the Top
• 14. Quick Tips: Cue Cards
• Index