Reviewing Your Customer Service Policy ⁽¹⁾

what is "YOUR" customer looking for

Customer service is anything you can do for the customer that enhances the customer experience. Some examples of good customer service:

1. receipt lookup or "return by" date on store receipts
2. calling the customer by name
3. easy return policy
4. GPS units in rental cars
5. a doctor calling you back to see how you are feeling after a professional visit
6. on-time delivery
7. excellent follow-up
8. well-explained instructions
9. suggesting a less expensive option
10. package carryout

why is customer service so rare in many organizations

There are several reasons why customer service is lacking in many companies. Customer service is much more than having a great attitude or being a people person. The skills needed to be successful include:

• Understanding Your Customer:
  customer needs are changing all the time. If your service policy was developed years ago or if the customer based has changed, your current policies may no longer be effective.
  
• Hiring the Right People:
  you need to hire the right people and who are adequately trained to anticipate challenges that may arise. Likewise, they must be empowered to make decisions that enhance the customer experience.
  
• Using Technology:
  the use of technology and current information greatly facilitates the provision of excellent customer service. E-mails, texting, fax machines, printers, and other messaging systems are some examples of technology that your customers may use. You need to integrate these technologies into your customer service operations. Additionally, customer information systems (CIS) help customer service representatives understand their customer and how best to service them.
  
• Customer Measurements:
  just because your customer doesn't complain means you are providing good customer service. Management must periodically measure customer satisfaction opinion surveys, focus groups, and other measurements.
  

five needs of every customer

Every customer is different; and exactly what they are expecting can vary depending on their need. Basically, all customers have the following five basic needs:

1. Service:
   customer expect an appropriate amount of service for the level of purchase they are making. Something that requires a high-level involve decision would require an appropriate amount of service.
   
2. Price:
   many products considered unique and now considered commodities. So customer are price conscience on many items and services and have information to many prices.
   
3. Quality:
   customers are looking for products that they purchase to be durable and functional. This requirement of quality mandates that manufacturers and distributors product products that live up to the customer's expectations of durability.
   
4. Action:
   customers need action when a problem or question arises. Customer expect toll-free customer assistance, flexible return policies, and satisfaction guarantees.
   
5. Appreciation:
   customer like to feel that you appreciate their business. Preferred customer treatment, newsletters, special discounts, VIP treatment are examples of letting your customer know that you value their service.

don't forget your internal customer

Management has an important role in creating an environment the recognizes the importance of internal customers: people we work with and throughout your organization.

You need to work to minimize coworker challenges. Systems may need to be redesigned, paperwork reduced, and a team approach developed. Involve everyone in the big picture to help facilitate a common vision of customer service a reality with real opportunities.

Next time:
developing customer negotiation skills

References

⁽¹⁾ the following article as referenced from:

Harris, Elaine K. Customer Service: A Practical Approach; Prentice Hall
www.pearsonhighered.com