EMPLOYEES…THE KEY LINK
 

TO SUPER CUSTOMER SERVICE
 

 

Healthy sales growth results from goodwill between a business and its customers. That goodwill develops out of a strong customer service culture promoted by a committed management and executed by empowered, customer-oriented employees.

Now, that's easy to say and a whole lot harder to accomplish. In practice, just what is good customer service?

Essentially, customer service is an organization's commitment to excellence in meeting the needs of its customers. It expresses itself in daily business by actions and attitudes such as politeness to customers, truthfulness in promoting products and services, timeliness in the delivery of products and services, prompt and satisfactory handling of customer complaints, and letting customers know they are appreciated.

The commitment to customer service must come from, and be fully supported by, company management. In their classic book, In Search of Excellence, Peters and Waterman note that the best companies in America have an external focus and an obsession with customer service. The commitment to service is spelled out in company mission statements and is acted out through ongoing, daily management decisions and conduct.

But management vision and conduct are not enough. Employees must execute the company ideals through day-to-day interaction with customers. Employees are, in effect, your ambassadors to the customer. They must be carefully selected to fit well with the organization, and should be properly trained and motivated to treat customers well, consistent with the mission of the company. In Proverbs 26:10, King Solomon in the Bible stated, “Like an archer who wounds everyone, so is he who hires a fool or who hires those who pass by."

Worth their weight in gold, good employees take the initiative to solve problems, giving management peace of mind and creating valuable goodwill among customers. In a visit to a national fast-food chain restaurant, I experienced such an employee. Coughing and noticeably ill, I ordered a light lunch and sat in an isolated section of the restaurant. Unprompted, a kindly elderly employee brought me a glass of water and asked if I needed anything else. Though I declined the additional help, this small kindness certainly created positive feelings for and a heightened loyalty to this major restaurant chain.

Conversely, poor employees can sour your business image and drive away customers. During a long Thanksgiving weekend, my impression of a particular small-town, Montana cafe was forever damaged by a curt, impatient waitress. After a gruff greeting of “Coffee?” and an exasperated follow up of “Anything else?” I decided against lunch in favor of a cinnamon roll. The roll arrived "rubbery hot" from the microwave, and was replaced only with considerable aggravation on the part of the waitress. I ate my new roll, but left with a thoroughly bad taste in my mouth about that establishment.

Was that waitress a bad employee or merely having a bad day? Either way, you need to know what's going on in your business every day. Walk around your business occasionally. Talk to customers about your policies and service. Watch for rude or impolite behavior.

Watch for employees who lack discretion (chattering constantly or sharing personal problems with customers). Attend to, and address the root cause of employee conflict. And support, reinforce, and empower good customer service, letting employees know they are valued.

The trust that develops between a business and its customers as a result of excellent customer service is far reaching. For a customer who receives excellent service from a business looking out for his best interests, price becomes a lesser factor. Changing to a competitor is less likely. Who knows how a competitor might treat him? However, don't take regular customers for granted, and rest on your laurels. Again, the famously wise, ancient, Hebrew king Solomon observed in Ecclesiastes 10:1 NIV, “As dead flies give perfume a bad smell, so a little folly outweighs wisdom and honor." Once you build a strong relationship with customers you need to have a continual focus on your customers and business mission so you will be freed from competition solely based on price.

With both management and employees solidly committed to service and lasting customer relationships, your business will be on solid ground for success.