Create Five Star Customer Service

by Shannon Sosa Torres

...A differentiating factor that sets top-performing companies apart is their ability to listen to customers and adapt their practices accordingly

What’s new about being customer focused?

When it comes to customer service, the fundamentals haven’t changed. In fact, the more things change, the more they remain the same.  The younger generation may want more independence from having to interact directly with a company’s representative but when they do, they expect an even higher level of service.

What has changed though is the need to create an exceptional customer service across multiple communication channels.  Traditional communication channels are still relevant, but they now share equal space with technology.

Consistent customer experience

Today’s customers expect to be able to connect with a company at any time of day and companies need to ensure they have both self-service options and customer service representatives available to help.

If technology channels fail to deliver, customers may fall back on phoning in for customer support.  This is not because they prefer to speak with someone, more that they’re being forced to call due to the limitations of the organisation’s other channels.

Companies therefore need to ensure they are providing a consistent and seamless customer service experience across all their communication channels.

Company culture influences customer service

Delivering a five star service also requires companies to look internally; and not just at the customer facing staff.  Company culture plays a big part in delivering great experiences to customers and will negate all investment in technology if not delivered consistently well across the entire organisation.

“Providing great customer service is everyone’s job”

Time to play catch up

There is still a wide gap between how customers feel about their experiences and how well companies think they’re doing.  Nearly 85% of companies feel they deliver great customer service, but only around 10% of customers feel the same.

Today’s customers vote with their wallets and if a customer’s experience doesn’t meet their expectations, they’ll quickly go elsewhere.

Understand your customers

Customers care about their issues and problems first!  They want to know that your company understands and cares about them and will resolve their problems.  Customers are not only shopping for products, they’re shopping for solutions!

Get feedback…

If you don’t get feedback from customers, your company may be at risk of developing solutions that people don’t need or won’t buy.  The best organisations have really good discipline around customer feedback.  They are good at implementing and maintaining customer feedback channels and teaching their staff members to listen.

Don’t be surprised…

If the loss of a deal or customer is a surprise to you, then clearly your company wasn’t keeping tabs on what the customer was doing!  Typically the customer doesn’t make a decision overnight; they have most likely been thinking about it for a while.

Companies who have been surprised by the loss of a customer should review their feedback strategy and consider seeking feedback more often or in a different way.

Become a five star customer service provider

At the end of the day, delivering exceptional customer experiences still comes down to the fundamentals.  Employees require training and support so they can deliver personalised care as efficiently as possible.

Be proactive about customer care…

Focusing on the customer experience over the long term and anticipating and addressing customer needs is at the heart of proactive customer care.  Identify the pain points before they hurt!

Use technology to be proactive…

There are easy proactive measures companies can take without much investment, for example, automated text or email reminders. Use them!

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Shannon Sosa Torres is a Recruitment Services Consultant in Dixon Appointments' team.  For further information, contact Shannon at ssosatorres@dixonappointments.com.au or call 03 9629 9999.