Customer Service – a Belief or a Skill?
I recently listened to a business leader say that customer service is not and should not be considered as a distinguishing factor between businesses, even when comparing successful and not so successful ventures. Where I appreciate everyone has their opinion (whence I will not name this business leader) I have to say this statement did not resonate well with me at all.
For years in my early career in retail it was drilled into me on a daily (if not hourly) basis that the key to being successful in sales was to have exceptional customer service levels, why, because people are comfortable buying from people that are polite, courteous and care about their needs. Today as a consumer I will not tolerate bad customer service even if the price is great (from a Scotsman that’s saying something!) I’d rather walk out than pay them the money, but if I get good customer service and they have what I need, I will go back to that business first if I need something similar.
Question: If I walk away from a business because their service is appalling and go off to their competition and purchase from them, how then can it be said that customer service should not be considered as a distinguishing factor between businesses?
Another Question: Am I the only person out there that thinks this way? Are you happy to hand money over to people that quite frankly don’t care? Please let me know I’m curious to find out if I am a dying species!!
How do you Improve Customer Service?
From my many years in retail and other service industries I have come to the conclusion (rightly or wrongly …. feel free to argue this point!) that you cannot train your staff in customer service, you can train them in selling skills, you can train them to communicate effectively but customer service comes from within, an individual has to want to help a complete stranger; they have to haven an attitude like “I’ll do whatever I can to help you with your requirements” . We aren’t all natural do gooders, not all of us spring out of bed in the morning and say “I wonder who I can help today..”, this is why I believe great customer service in a business is a culture. It is an infectious belief from the business owner or CEO that through constant reinforcement and through example influences the beliefs and attitudes of the rest of the people in the organisation. A classic example that springs to mind is Virgin Air, led for years by Richard Branson, he has managed to grow his business world wide, but no matter where you are in the world the staff have an overwhelming need to satisfy their customers, that whole culture has been developed by one man’s vision, passion and belief.
When I talk about customer service I am talking both internal and external business customers, internal customers being other people within your business maybe from another department, it could also refer to your suppliers and contractors; external is anyone else who comes in contact with your business to help them find a solution to their needs.
If you start a culture of respecting and doing whatever you can for each other within your business then this attitude can only flow through to your customers which will manifest itself in great customer service.
Absolutely. Anyone with an ounce of sense would see that customer service is a distinguishing factor between businesses!
Mette on June 30th, 2010
Yeah nice one. Very good point. Just recently I’ve been thinking more and more “Man I wish people would stop saying customer service is their unique selling point”, purely because EVERYONE seems to say this.
OK you’re another company that makes pens. What makes you unique? Ah well we have great customer service.
Every time. But you make a good point – I absolutely will make an extra effort to go somewhere less physically convenient, or even pay more for a product or service where I know I’m guaranteed to get good customer service. Not particularly because I thrive on it but rather more because I get so fed up when I receive BAD customer service! So many times I walk into a store and end up selling myself the product rather than a shop assistant selling it to me.
So you’re right. Good customer service stands out as a unique selling point. The problem is how companies can communicate that to the world. Telling people you have good customer service just doesn’t cut it any more as everyone says the same thing.
Getting your customers to tell your prospects. That’s the secret!
Mark Lincoln on June 30th, 2010
I don’t like shopping (unusual for a female I know!!) so as a consumer if I get good customer service, I will return to that shop and even seek out the person who was so helpful to buy there again. Probably more so if I did not purchase from them on the first occasion for what ever reason as I want to give them my support/money as acknowledgement of there service!!
Kirsty on July 1st, 2010
Good blog Dave! A subject close to my heart too…
Despite it being well known that keeping a customer is far more cost effective than acquiting a new one, it still baffles me why and how so many organisations fail to recognise the important benefits of excellent customer service.
I don’t entirely agree an organisation can’t train it’s associates to improve their customer service skills, although I wholeheartedely subscribe to leadership (Richard Branson, Herb Kelleher etc.) role modelling it is a more powerful driver.
However, I do agree an organisation is far more likely to deliver positively outrageous service when it’s the desire to deliver excellent service is more naturally ingrained in it’s associates.
Which supports any recommendation that says hire for talent more than skill, (i.e. look for the ones who do get out of bed looking to improve the lives of others) then equip those people with he skills and knowledge they need.
If anyone is looking for an outstanding example of positively outrageous service delivering sustained results, treat yourself to reading up on Southwest Airlines. In my view a great role model for any company with the gumption to stand out and step up!
Colin Clapp on July 2nd, 2010
Thanks for your feed back Colin, I agree with what you say about hire for talent more than skill, it is easier to train someone in the specifics of your business when they already have the desire to genuinely help others. Yes Southwest Airlines is a great story on how delivering a service above all expectations will win the day. Thanks.
Dave on July 5th, 2010
Valid point you make there Kirsty about the power of good customer service, sometimes it doesn’t realise dollars in the bank straight away but inevitably that dollar will come back either from yourself or someone you have recommended to the business.
Dave on July 5th, 2010
It annoys me too the amount of companies that say their customer service a their unique selling point, a positive customer service experience is an opinion of the customer so for a company to say they are unique to others in their industry in this way is at best presumptuous because they are talking on behalf of the customer!! I very much agree with the final statement, if you want to sell yourself on customer service the only people that should be doing that is your customers in the form of referrals. Thanks for the comments Mark
Dave on July 5th, 2010
I wish every business had your understanding of what it means to provide good customer service! Thanks Mette
Dave on July 5th, 2010
If I get good customer service I will return to that shop again and again if I get BAD I walk out and go somewhere else. If I’m working I’m generally prop shopping if I’m experiencing some rude sales person it does put a smile on my face as I know a lot of money is about to walk out there front door with me and get spent somewhere else.
Jodie on July 5th, 2010
Thanks for the comments Jodie, it’s good to see I am not the only one out there that values customer service that way and decides where to spend their valuably earned dollars on the back of the quality of service given. Thanks
Dave on July 5th, 2010
Umm, dah! – has this person never shopped or been a customer in a NZ business? Often good customer service is (and can only be) the distinguishing feature. Certainly a much safer platform to work from than trying to compete on price for example.
As to whether customer service is a state of mind or personality trait or from ‘within’, in my experience there are certainly some who recognise and practice this better than others, and even within the same organisation. The real tragedy is when some work hard to provide good customer service within a company only to have it undermined by others (within the same company) who don’t – as typified in a recent experience I had with a local print company. One person worked extra hard to solve a problem then handed it to a colleague to complete, who didn’t read the instructions, didn’t meet the deadline and then claimed she could ‘only do what she had time to do!”
However it still remains the company managers problem, and I am sick of businesses blaming their staff when poor service has been provided, when they have not recruited well or provided them with the training or motivation to do so.
Wendy Riley on July 9th, 2010