The SCORE 2016 Issue 2 | Page 37

By Dennis Snow The term “customer service” evokes different images in people’s minds. One image could be that of friendly, smiling, helpful employees who go out of their way to serve you. Or it could be the opposite – indifferent, unfriendly employees who can’t wait for you to leave or hang up the phone. No matter what industry you’re in, chances are that you interact with customers at some level. Realize that customers can be shoppers at a store, patrons at a bank, patients of a doctor, clients of a lawyer, or even other businesses as a whole. Because customers have their choice of where to obtain goods or services, the business has to convince the customer that they truly care. An engaged, caring employee raises the customer’s confidence that the business is looking out for the customer’s interests. When that employee suggests a new product or service, the customer trusts that his or her best interest is at heart. On the flip side, if the customer senses a lack of caring, he/she will question the motives behind any recommendations. Every business has its jargon, so be careful to speak in a language that customers understand. Successful businesses speak the language of the customer, not the language of their own industry. Take, for example, the banking industry. Would a young couple buying their first house be looking through the same lens as a customer who buys and sells real estate for a living? Of course not. That young couple purchasing their first house is excited and nervous – that is the lens with which they are experiencing this purchase. Therefore, they need loan officers who are excited for them, who explain the terms in everyday language, and who provide information that will make their buying experience easier. A bank that shows that level of care is likely to earn that young couple’s ongoing business. The same applies for customer complaints, which can be frustrating for customers and employees alike. As employees, we often can’t understand why a customer is making such a big deal about a particular issue. Didn’t the customer read the contract? (Probably not.) Doesn’t the customer understand that researching a problem takes time? (No. They don’t.) Remember, it’s not the customer’s job to see through the business’s lens; it’s the business’s job to see through the customer’s lens and show an understanding for the customer’s frustration. Next time you are working with a customer, stop and ask yourself: “Am I seeing this experience through the customer’s lens?” Imagine visiting a fine dining restaurant for a special occasion. You’ve been looking forward to the meal and you’ve heard good things about the restaurant. Then imagine noticing something crusty dried to your silverware and old lipstick marks on your water glass. Wouldn’t you begin worrying about the cleanliness and quality Continued on page 36 35 SCORE | 2016 Issue 2 2 When it comes to a company’s environment, recognize that “everything speaks” THE Most people can recall many examples of poor customer service. Whether it’s the help desk employee that puts you on hold for 20 minutes or the store cashier who engages in a personal conversation instead of ringing up your purchase, poor customer service can make people feel frustrated and vow never to do business with that company again. On the other hand, great service feels like a gift. It makes us want to continue to do business with an organization over the long haul. And that alone is the secret to business success – retaining customers by providing great customer service. With so much competition out there, customer loyalty is the single most important attribute your business can have. You achieve loyalty by doing“the little things” that make customers want to deal with you again and again and recommend you to their friends. The real difference is how a business makes their customers feel. If customers feel valued, most will remain loyal. If they feel under-valued, sooner or later they will defect to a competitor. Several reasons why customers defect from a company exist. The customer may move away, a competitor may lure them away, or they may leave because they are unhappy with the product. However, a recent study found that a whopping 68 percent of customers who defect do so because of poor service. That’s a sobering statistic. The study further noted how customers defined poor service: “an attitude of indifference on the part of employees.” So while bad service certainly causes customers to leave, indifferent service can be just as detrimental. With every two out of three customers citing poor customer service as a reason for leaving, what can your company do to achieve customer loyalty? Assuming your business products and prices are competitive, you need to focus on providing superior customer service in order to gain loyalty. To do that, here are three simple steps to help you make sure your customers stay with your company. 1 Look through the “lens of the customer”