Every business is trying to stand out in
today’s social economy. But how can businesses do that? Can a lower price
guarantee more customers? Can a more varied product choice guarantee more
customers? No, the answer is so simple that many executives won’t even think of
it.
In today’s social economy, the key to
standing apart from the competition is the ability to provide exemplary
customer service. In fact, in the words of Jerry Gregoire, CIO of Dell
Computers, “The customer experience is the next competitive battleground.”
Since customers want memorable and
positive customer experiences, how often do you, as the top leader or overseer
of management teams spend time in the customers’ shoes? Do you know what your
customers like about your product or service as well as what they don’t like?
How often does your business survey your customers? Lastly, how often do you
refresh your brand?
I reached out to my 20 favorite customer
service experts on Twitter and asked them, “If you could share one secret for
creating exemplary customer service, what would it be?” Here are their
insights.
Shep Hyken (@hyken): Don’t get caught up
in technology, social media, Big Data, or any other “state of the art” way to
enhance the customer experience. In the
end, all of that won’t help if you don’t have the people side of the service
equation. A customer service company focuses on people – both customers and
employees. Treat employees like you want the customer to be treated (maybe even
better), because what is happening on the inside of a business is felt on the
outside by the customer.
John Freshney (@WiseCrow1): Get emotional
with customers. Listen with your ears, eyes, and heart. Success is learning to
walk, dance, laugh, and cry with your customers.
Bill Quiseng (@billquiseng): It’s not the
one big WOW to one customer that wins the day. It is the one little WOW
delivered consistently to every customer. Anyone can do it once. It's all about
delivering WOW consistently.
Marilyn Suttle (@marilynsuttle): The
secret to providing exemplary customer service is making it the priority and
part of every employee’s job description. Commit to it in writing, measure it,
and celebrate successes so service excellence becomes the expected way things
are done, and a cornerstone of your corporate culture.
Melissa Kovacevic (MKCallConsult): Coach
reps to engage and make customers feel valued from the start. Engage first,
process second.
Jeanne Walters (@360connext): Get top
brass to experience the customer service flow several times a year. Live it to
learn it!
Greg Levin (@greg_levin): Treat your
employees like the most valuable customer, and the rest takes care of itself.
Kate Nasser (@KateNasser): Deliver
exemplary customer service. Make every word and action honor the customer with
trust, integrity, and ease. Also, customer service leaders: Inspire teams to
care before you teach them to smile.
Vala Afshar (@ValaAfshar): The best way
to improve the customer experience is to improve the employee experience.
Flavio Martins (@flavmartins): Transform
generic and typical responses by delivering them in a personal, unique, and
memorable way.
Annette Franz (@CXJourney): Abide by the
golden rule. We’re all human, we’re all in this together. Treat others the way
you want to be treated. It’s just common sense.
Denise Lee Yohn (@deniseleeyohn): Teach employees
to love bringing their brand to life for customers.
Kim Garst (@kimgarst): Customer care is
care driven. Showcase care, fix problems if there are any, and always lead with
value.
Richard Gallagher (@gallagherPOC): Teach
customer service as “skills” not “attitude.” Learning how to handle the very
worst customer service situations helps people to give awesome service all the
time.
Roy Atkinson (@royatkinson): Hire the
heart and train the brain. Hire for qualities like empathy and train on product
and technical knowledge.
Steve Curtin (@enthused): Exceptions
create opportunities to deliver exceptional customer service. In most cases,
when customers operate outside the norm, they are chastised (for example, So
you didn't know the buffet ended at 10:00?) rather than accommodated (for
example, Although our buffet ended at 10:00, I have a lovely table available
and invite you to order directly off the breakfast menu).
CustomerGauge (@CustomerGauge): Start
from within the organization. Understand the value that customers deserve,
deliver value on all aspects, and always follow up.
JoAnna Brandi (@KeepEmHappy): When you
truly believe in your ability to turn a Moment of Truth (any interaction where
a customer has the opportunity to judge the quality of service you are
delivering) into a Moment of Magic, you discover the power to really make a
magical difference in someone’s life. When you sincerely add a little more
energy, excitement, attention, enthusiasm, confidence, or appreciation in an
interaction with a customer, it helps them feel a positive emotion. And if a
customer feels that emotion for 20 seconds or more, it sets off a cascade of
“feel good” chemicals in their body that helps them become healthier, feel
happier, and even get smarter. Great customer care has a ripple effect, and
your positivity sets it in motion. See yourself as a magician!
VeryGoodService @verygoodservice): Have a
positive attitude.
Jennifer Moff (@jennifer_moff): I'm a
huge fan of what I call "The Bookend Rule." When you read a book, you
tend to remember the beginning and the end, but in life, first impressions
stick out and so do your goodbyes. So, set a positive tone initially: smile,
say hello, exchange names, and ask how you can be of service. Then at the end
of the interaction, genuinely thank customers, ask if you have resolved all of
their needs, and let them know you are always there if they need anything.
I thank all of the thought-provoking
experts featured in this post and invite you to revisit this list of insights
whenever you need to inspire anyone in your business who interacts with
customers.
This post was written as part of the IBM for
Midsize Business program,
which provides midsize businesses with the tools, expertise and solutions they
need to become engines of a smarter planet. I’ve been compensated to contribute
to this program, but the opinions expressed in this post are my own and don't
necessarily represent IBM's positions, strategies or opinions.