Copyright 2005 Daniel SitterIs customer service a department in your company? Is
customer service simply the title of an order entry
department? Is customer service an empty shell, long on
rhetoric but short on delivery? Does the term customer
service actually mean anything, or is it a leftover
expression from an era of days gone by?
Superior customer service is indeed alive and well alive
and working at many progressive companies, both large and
small. Customer service is not simply a term or a
department, but rather an attitude and a manner of doing
business. It boils down to caring and adhering to the
golden rule?"to do unto others as you would have them do
unto you."
Superior customer care has declined to such an extent that
some firms are actually promoting their own efforts at
providing customer service as a unique benefit of dealing
with their firm. Unfortunately, that is an apt description
of the current state of customer service provision from
most companies. Most companies do not get it. They are so
consumed with the bottom line that they miss one of the
most important factors in growing their business: The
customer is king. He always has been and always will be.
Customers, customer satisfaction and retention should drive
all other facets of a company.
The relevant cost of acquiring a new customer is high.
Marketing, advertising and other functions utilized to
attract new customers are expensive and require a period of
time to work successfully. Many prospects do not become new
customers until perhaps the 7th or 8th exposure to the
company's marketing efforts. Customer service then, is the
cost of retaining that customer. Customer retention should
be a driving force behind the successful operations of
every company. It simply makes good business sense to keep
that new customer as well as those repeat customers. How
often is a new customer "soured" because of a perception of
poor attitude or lack of caring on the part of an employee?
Depending on the type of business operation, companies must
embrace developing superior customer service in a variety
of modes. In a small retail or food establishment, where
minimum-wage workers are often employed, this is difficult.
One area that is destined to improve how customers are
treated is for the owner of the company to treat their
employees fairly, with respect and with a receptive
attitude concerning their ideas. This attitude and practice
will spillover and the end customers will often be treated
in the same manner. The mid-size and large companies must
provide specific training for all employees, especially for
those with any direct contact with customers. Employees
must be cognoscente of what is expected by their employer,
the importance of their dealings with the customers and how
the implementation of these policies directly impacts their
own success and employment. Simply stated, if there are no
customers, there is no need for their job.
Place yourself in your customers' shoes. That should be
easy since we are all customers sometimes, no matter what
we do for a living. How do you like to be treated? Do you
want to be forgotten? Do you feel that the company you do
business with should value you and your business? Do you
appreciate little "extras" that are not always necessary
but pleasant and beneficial? When you are pleased with your
treatment from a firm, are you happy to make
recommendations to your family and friends about dealing
there? Learn to transfer these answers into the way you
treat your customers. The golden rule applies.
Human nature, being what it is, is the common thread among
us all. We all want to be treated fairly, confirmed of the
value we bring and have a sense that others care about us.
We are all other people! In many ways, regardless of
ethnicity, religion or background, we all want the same
things. Remember this fact and do your part to offer
superior customer service by performing your duties in a
manner reflective of the way you also wish to be treated.
Your success is guaranteed. If this attitude is encouraged
in every department in every company, customer service will
never be a department, but rather the attitude or mindset
of the company. As the sum of its internal parts, the firm
will reflect this mindset guaranteeing superior customer
service and previously unheard of customer retention.
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Daniel Sitter is the author of the popular, award-winning
ebook, Learning For Profit. Designed for busy people, his
new book teaches simple, step-by-step accelerated learning
skills, demonstrating exactly how to learn anything faster
than ever before. Learning For Profit is available at the
author?s web site http://www.learningforprofit.com and
from numerous online book merchants. Mr. Sitter, having
expertise in sales, marketing and personal development, is
a frequent contributor to several publications.
