Each and every one of us serves customers, whether we realize it or not. Maybe you’re on the frontlines of a company, serving the people who buy your products. Perhaps you’re an accountant, serving the employees by producing their pay checks and keeping the company running. Or maybe you’re a company owner, serving your staff and your customers.
This workshop will look at all types of customers and how we can serve them better and improve ourselves in the process.
Research has consistently demonstrated that when clear goals are associated with learning, the learning occurs more easily and rapidly. With that in mind, let’s review our goals for today.
By the end of this workshop, you should be able to:
• State what customer service means in relation to all your customers, both internal and external
• Recognize how your attitude affects customer service
• Identify your customers’ needs
• Use outstanding customer service to generate return business
• Build good will through in-person customer service
• Provide outstanding customer service over the phone
• Connect with customers through online tools
• Deal with difficult customers
The purpose of the Pre-Assignment is to get you thinking about what you are doing now to provide customer service and what you can do to improve your performance in the future.
• What contribution do you make to customer service?
• What would you like to change so that you could provide better customer service?
• What are your customer service strengths?
• What are your customer service weaknesses?
• Please list three things that you would like to get out of this workshop.
Customer service is one of the true business essentials. Everyone remembers the bad customer service they have had, and most will also remember instances of good customer service. The importance of customer service is recognized by all successful businesses, because it is possibly the number one element in customer retention. If you want to ensure that you get repeat business, looking out for the wishes and needs of your customer base is essential. How you go about providing it is up to you, but there are certain elements which remain the same whatever the nature of your business. These are the principles of good customer service.
Whenever a customer makes a purchase, they will have priorities as to what makes their experience a positive one. Obviously the first priority is that they get whatever they have purchased from the point of purchase to their home. If it is a small item that they can take with them, the business’s responsibility is to see to it that the item is packaged and presented in a manageable, portable fashion with a minimum of waiting. However, customer service begins before this. When a customer enters the store or the showroom to find what they are looking for, they may require the attention of staff to enable them to find it. Some customers just want to browse. Staff is required to ascertain what a customer wants how they want to go about it and whether they will need any help.
Customer service can be defined as any action you take to ensure that a customer is pleased with the transaction on a long-term basis. This includes “after sales service”, which entails ensuring that the customer leaves the point of sale with the item that they were looking for, within the period of time that they intended to spend sourcing it, and then has no problems using it. It is easy enough to ensure a customer goes away from the point of sale with the item they had come to purchase. Ensuring that they are happy going forward may require more care and attention, and this is where after-sales service needs to be at its highest level. Pre-sales, after sales and point-of-sale service are all essential elements of customer service.
Customer service means different things to different people. To some it means going beyond what’s expected of you. To others it means adding value and integrity to every interaction. To others it means taking care of customers the way you would take care of your grandmother. We might all define customer service a little differently, but we can all agree on one thing: to provide great customer service, you need to put energy and enthusiasm into your interactions with customers. Great customer service begins with a great attitude.
The purpose of the Pre-Assignment is to get you thinking about what you are doing now to provide customer service and what you can do to improve your performance in the future.
• What contribution do you make to customer service?
• What would you like to change so that you could provide better customer service?
• What are your customer service strengths?
• What are your customer service weaknesses?
• Please list three things that you would like to get out of this workshop.
Often opinions differ on what constitutes a strong approach to customer service. There are some who would argue that efficiency is everything – providing the customer with what they require, when they require it without them needing to ask for it. The overall impression that this method aims for is that things happened without anyone needing to try, as if by magic. This means that courtesy counts for an increasing amount in customer transactions.
Being positive and friendly in customer interactions plays a major part in ensuring that a customer walks away from the experience having felt that everything was done in a way that suggested the customer is valued. This may impact on how much they spend in a single transaction, and just as important, whether they return to the business with more customers, because of their positive experience. In this respect, a smile can make a world of difference to how the customer feels about their treatment, and about the business in general.
Having a smile on your face makes you look more welcoming. It is something that cannot be overestimated as a customer service and retention tool. If you were to walk into a store, and saw two sales assistants – one who looked cheerful and open and one who looked like they had just opened an overdue credit card bill – instinct would dictate that you approached the cheerful one should you have an enquiry about the item you wanted to buy. Therefore it is advised that in dealing with customers you are always alert, friendly, and personable. Even if you are not particularly feeling that way, it has been argued by body language experts that the act of smiling releases endorphins which make you feel happier. So it is worth making the effort to put a smile on your face however you are feeling.
As a society, we are all aware that a lot of emphasis is put on individual appearance. To some extent this is actually something regrettable, as it means that people are prepared to judge a book by its cover. Conversely, however, a company should be aware that the opinions of its customers matter. Those opinions may not be the same as the people working within the company, but when it comes to ensuring the success of a business they still matter. In fact, the saying “the customer is always right” could be considered to apply here. Most customers wish to be treated with courtesy and to deal with individuals who look like they have made an effort with their appearance. Therefore it is beneficial to ensure all staff takes heed of this fact.
This does not mean that in every business it is important for customer-facing staff to be Stepford-style automatons who look, act, and behave as though they had been prepared for their role to ensure that every business operation is the same as the last. A certain amount of character, which includes a modicum of individuality, is desirable in a customer services situation. It is important to maintain standards, but also to give the appearance that each transaction is different from the last.
Even if the transaction or the enquiry is not carried out in person, it is still important to consider the matter of appearance. "Appearance”, after all, is not just a term which applies to physical appearance. It also refers to how things seem. If a customer is dealing with staff on the phone or via e-mail, they will be well advised to ensure that their professionalism does not slip here. Often in businesses which do not directly face the customer – such as call centers – the dress code is “relaxed”. You can wear jeans and a t-shirt, or whatever feels comfortable, as long as your performance is polished and professional. Some businesses prefer to have a strict dress code even in these circumstances, feeling that dressing smartly equates directly to a smart performance.
Customers?
What do they want?
What do they need?
The most obvious way to find out what customers want and need is to: ask them
Customer needs are usually fairly self-explanatory, at least on a basic level. Judging on the basis of what your business is, there are often only a few things they can possibly be looking for. What is essential, though, is that you allow the customer to communicate their needs to you rather than attempting to tell them what they need. They know what they need, and that’s why they are here. Any attempt by you to project something on to them is simply going to be taken in a bad way, and is as likely to hurt your sales as anything. Where you can help them is in explaining how those needs can best be met.
Customers will come in many different forms, and each of these forms will present certain challenges. There will be some customers who are very clear about what they want and need, and will put up with very little sales patter from a salesperson. There are others who have only the vaguest idea of what they want to buy, and will essentially give you a rundown of their needs and ask you to fill in the blanks. There are some who will have a lot of questions, and others who will simply want you to do what they ask. In the first few sentences a customer says to you, you will be able to identify their needs or situation, and can operate from there.
The more time you spend in a customer facing role, the more you will learn about the kinds of customer, and the different needs that they have. You will become adept at learning what a certain customer wants from you, and will be able to identify the way the situation will go without needing to ask too many questions. The benefit of experience is in how it allows you to make quick decisions and satisfy the customer in an efficient and courteous manner. It is often said that there are no bonuses or statistics for customer service, but it is customer service that will bring the most sales and the most repeat business.
Once you have met that customer’s basic needs, what could you do to show that you are committed to providing the best service possible?
Try these simple tasks where applicable:
• Remember someone’s name and use it frequently in conversation
• Remember what someone has purchased
• Learn your customers likes and dislikes
• Contact your customers regularly
• Put their needs high on your priority list
• Inform customers of specials and sales
• Be available to meet his/her needs
• Follow up when you say you will
• Be organized and thorough
• Return customer calls promptly
• Demonstrate you want to fulfill their customer needs
Customer service is not just about giving the customer what they ask for. Many people who provide customer services will express the importance of providing to a customer, things over and above what they had asked for – things which, although they may not be “needs” in the sense of things that are absolutely necessary, are certainly nice to have. This is what people call “going the extra mile” – you have taken the transaction to its destination, and now you can take it that little bit further by showing an extra touch to your customer service that the customer will remember the next time they need something.
Going the extra mile is important for the very reason that it is not necessary. The customer will remember the things that someone did for them that were completely unexpected, that another organization or salesperson might not have done. The thing about providing customer service above and beyond is that it allows you to show just how good you are at giving the best customer service. It is easy to provide a certain, expected level of customer service – by many people’s estimation it is a minimum consideration. It is the extras that will make the difference, much of the time.
As far as those extras go, it can be something as simple as carrying the item which has been purchased out to the customer’s vehicle. It might be something as small as writing a thank you note, to recognize that the customer had a wide range of places to choose from, and appreciate that they chose you. Whatever the case, it is important to consider how you can best provide the customer with not only what they need, but something extra which will stay in their memory for some time.
Customer complaints should always be taken seriously. You can turn a negative situation into a positive by treating complaints as opportunities to show customers how much you care about providing exceptional service.
Customer’s Bill of Rights:
• To be taken seriously
• To be listened to
• To be respected
• To receive a quick response
No business, no matter how big or small, likes to have customers complain about the service they have received or the product they have bought. There is something galling about being the subject of a complaint, and no matter how impersonal it is, it still feels almost like a personal slight. The important thing in business is to respond to such a situation with the requisite level of grace. Where the customer goes away raving about what a fabulous level of customer service they have received in adversity, and promising to return when they next need a similar service.
Mistakes happen in life and in business, and so much of what we are about is shown by how we deal with the consequences of these mistakes. The situation which a customer is complaining about may not even have been your error to begin with, but regardless of who made the error, taking ownership of it and dealing with a complaint in a gracious, helpful manner can turn an awkward situation into one which showcases the best of your abilities. There is, in many cases, a tendency to become defensive when someone is complaining – especially if they are doing so in a very forthright manner. Maintaining a professional tone at these times can be difficult, but managing to do it and solve the problem can showcase a positive side of you and the business.
Even if you think the issue about which the customer is complaining is trivial, not a cause for complaint, or not your company’s fault, it is wise to give the customer their chance to speak, show that you take them seriously, and offer to do whatever you can. If the problem genuinely turns out to be something you can do nothing about – because of a difficulty with another company’s product or the customers understanding of the way the product should work – there may still be something you can do – by placing a telephone call or getting a technician to check out the problem. By showing a commitment to helping customers, you can win some valuable reputation points.
Over time, you and your coworkers have probably developed some effective ways of dealing with challenges that come up in dealing with difficult customers. Sharing those ideas can benefit everyone.
The seven situations of difficult customers (and suggested ways of dealing with them) are:
Although the saying goes that the customer is always right, there can often be a lot of space between knowing that the customer is “right” and accepting that they have a point. It can often be extremely frustrating dealing with certain customers, especially those who show limited understanding of your situation. Sometimes, due to the limitations of your job, a customer will present you with a request that you simply cannot deliver on. They may well become insistent on the subject, and in some situations customers have been known to become abusive. Dealing with this as a customer service provider can be difficult, but it is one of those challenges that makes you or breaks you in the role.
Sometimes customers are of the belief that a customer service provider is all-powerful. The belief seems to come from the fact that, as an employee of the company, you will have some access to the inner workings of the company. Frequently the extent of a complaint will be that “this doesn’t work and I want a new one/this one to be fixed/my money back”. Their displeasure will be clear, and may even shade into anger. Trying to defuse a situation like that is always a challenge, and requires a great deal of patience. It is not impossible, however – and emerging triumphant from such a situation can be a very big milestone.
The important thing to keep in mind when dealing with a customer complaint is that losing your patience with the customer will never lead to a satisfactory conclusion – for you and most likely for them. Although it may seem galling, and rather challenging, you will need to keep a firm hold of your temper and address their complaint to the best of your knowledge and ability. Tell them that you can see their problem and you will do everything you can to make sure it is corrected. Explain to them what you are going to do, and gain their assent for everything before you do it. If there is no way you can help them, do not chase a lost cause. Explain that you cannot help them, explain why, and offer apologies and a word of advice about where they can get help. This can lead to a positive resolution – but if it does not, at least you will have done what you can.
In any in-person interaction, body language has a major effect on how people interpret your message and respond to it.
Types of body language:
• Eye contact
• Facial expression
• Posture
• Gestures
• Nodding (or shaking your head “no”)
Body language is a controversial topic. There are many people who will swear blind that, whatever anyone else says, the only kind of language that can be trusted is that which is spoken and is written down. However, there are many dedicated body language experts who have made clear and incontrovertible findings that make clear the truth about body language. It is said for a reason that it is possible to lie with your words, but never with your eyes. Whatever you can say to a person vocally, it is always better to be able to back it up by looking them in the eye and making a statement that they can trust.
Body language is honest in many ways because it happens by accident. When you are speaking to someone, you are likely to be doing things with your body that you do not even realize you are doing. Ask any seasoned poker player and they will tell you that – in a game which uses few words – the way they know what another player is going to do, and what hand they have, is by looking at their hands, their face and their body. Some people touch their face or tug their collar when they are lying. Someone at ease will sit back in their seat and be more open in their posture. A person under pressure will look around themselves more.
Whatever you say to a customer, it is important to use body language to your advantage. The way you conduct yourself in the presence of a customer may well have more impact on their confidence in you than anything you say to them. If you look around you when they are relating a problem, it will give them the impression that you do not care and only want them to get it off their chest and leave you alone. If you look at them and nod when they say something of importance, they will take from that that you are listening to them and are interested in seeing that their problem gets solved. Retaining a customer’s confidence is essential, and your use of body language will dictate how successful you are in doing that.
Customers expect a courteous, helpful response when they call your business. Reviewing the basics of telephone etiquette can remind you about what it takes to provide the kind of response that customers expect.
Telephone etiquette:
• Answer promptly, on the third ring at the latest.
• Before you pick up the phone, end any conversation you are having.
• Greet the caller, identify yourself, and ask if you can help.
• Speak clearly in a pleasant tone of voice. Avoid speaking too quickly. (For discussion: what message do you send if you speak too quickly?)
• Give the caller time to explain the reason for the call. Don’t interrupt. Don’t sound like you’re in a hurry.
• When you need to put someone on hold, ask first: “Can I put you on hold for just a minute?” After you return to the line, thank the customer for holding.
• If you need to transfer a call, explain what you’re doing.
• When you end a call, let the customer hang up first. This will ensure that you don’t cut the customer off prematurely.
Telephone etiquette is a major issue in any company that conducts a lot of its business and its customer service over the phone. The main factors in telephone etiquette are, as the words suggest, manners and efficiency. Because most of our conversations are carried out in person, a lot of people feel quite ill-at-ease when speaking on the phone. Things that they would normally be able to rely on for reassurance, like eye contact and body language, are not easily translated to a phone conversation. It means that dealing with urgent business on the phone can be something of a minefield.
If you are required to provide a lot of your customer services over the phone, it is essential that you pay attention to your telephone manner. If you are receiving a call, this will mean responding promptly, and making your opening greeting courteous and warm. Rather than simply saying “Hello?” or saying the name of your company, you should state the name of the company, your name, and ask how you can help. No matter how many times you have done this, do not race through it and make it sound robotic – it may be commonplace to you, but to the customer this is an important matter.
The fact that the customer cannot see you when you are on the phone does not mean that you can do whatever you like while you are speaking to them. If you are reading something or waving to a friend while on the telephone, it will be clear from your voice that your full attention is not on the call. If, for any reason, you have to speak to someone in the office, first ask the customer to bear with you, and then place them on hold. It is insulting to leave the customer hanging as though they are less important than what you are doing, and this is compounded by leaving them to hear what you are saying to someone else – the impression given is “it doesn’t matter, it’s only a customer”. Because the customer cannot see what you are doing, it is important to keep them posted on what you are doing. If you do not, they will become agitated.
For some people, dealing with issues over the phone will never be as beneficial as doing it in person. There are many advantages to using the telephone, and in many cases this has led to over-reliance on the system. This in turn has led to us almost developing a specific form of language when we are on the phone, all the more so in a business setting. Remember though that a customer may not be party to this language, and that they will have difficulty keeping up with the conversation if you are not careful to keep their needs in mind. Below are some hints to make your telephone etiquette in a business setting as good as it possibly can be.
• Answer the phone by saying “hello” or “good morning.” Often callers don’t hear the first thing you say. If the first thing you say is your name, some people might not catch it.
• Smile. Yes, of course, the customer can’t see you, but smiling gives your voice a more cheerful, enthusiastic tone. It also reminds you to be upbeat and positive.
• Sound enthusiastic. Try to maintain a positive attitude and let that come through in your voice.
• Say your name and your phone number clearly. Because people say these things often, they tend to slur them. But these are the things that you need to say as clearly as possible!
• Avoid company jargon (such as acronyms).
• Avoid technical terminology as much as possible. Some people may feel reluctant to ask you to explain a technical term because they don’t want to seem like dummies.
• Stay alert to how the customer is responding. Does the customer sound confused, skeptical, unsatisfied?
• Don’t use a speaker phone unless you’re having a conference call. When you use a speaker phone, callers get the impression that you’re too busy (or you consider yourself too important) to give them your full attention.
• Say good-bye. Don’t end a call abruptly. You will sound like you’re trying to get rid of the customer.
• If you need to make notes about the call, do that right away. Don’t rely on your memory to reproduce information accurately.
One of the hardest challenges customer service staff face is dealing with difficult customers. Sometimes customers have a real reason to be upset and sometimes they don’t. In either case, customer service staff need to be prepared for dealing with difficult customers and finding ways to win them back or keep them.
No matter which method you are using to provide customer service, it is almost inevitable that at times you will have to deal with an angry customer. This is the case in even the best-run businesses, and for the best customer service individuals. Sometimes, whether justifiably or otherwise, customers will get annoyed with the company and will wish to vent that anger at the first available representative. It will frequently be quite powerful anger which may boil over into verbal abuse, but the job of a customer service provider is to accept that it will happen and get on with solving the problem. The first step in doing this is to try and calm the customer down; because it will be difficult to solve a problem if they are boiling with fury, whether their anger is justified or not.
The first thing you must do is speak to the customer in a calm manner and get straight the nature of the problem. It may be the case that they want to scream and shout a bit to vent their fury, and it is up to you how long you give them to do this. Your opening gambit should be something along the lines of “I can tell this is obviously a matter of some importance to you – I’d like to do what I can to help you”. Saying “please, calm down” or refusing to help until they have stopped shouting will simply escalate their anger.
Very often, anger arises as the result of a misunderstanding. In these cases it is essential to get to the source of the misunderstanding as quickly as possible. You should speak to the customer and allow them to see that you realize the matter is important. Do not say “I understand” or “I sympathize” – they do not want your sympathy and they will doubt that you understand. Getting the problem laid out, so that you can move forward, depends on getting the customer to see that you are willing to help. From that point, they will be a lot more ready to calm down and proceed.
When your job entails dealing with customers, it is inevitable that from time to time some of those with whom you deal will be dissatisfied and in something of a mood. Your job in this case – as in all cases of customer service – is to ensure that the issues are dealt with promptly and efficiently. If this should mean that you have to listen to some ranting first of all, then it is worth accepting that this will be the case, and allowing a customer to say what they feel they have to say before getting to the heart of the problem. When all is said and done, you will be seeking to get the point across to the customer that you both have a common goal – the resolution of their problem.
It stands to reason, as a result of the circumstances, that the customer will display signs of anger towards you initially. You, to them, are a symbol of the company for whom you work, which is also the company with which they have an issue. In the customer’s eyes, you will be an opponent, and someone to be overcome. Your task is seeing to it that they realize that this is not the case. You are both on the same side here, as people who want to find an end to their problem. Of course they will not see it that way at the beginning and this is where you will need to employ good customer service. Ask questions about the problem, to demonstrate that you are taking it seriously. Begin to formulate a solution and explain what that will be. Allow the customer to be part of this process, and you will gain their confidence.
In the long run, what you are looking for is a solution that the customer will be happy with. They may have begun your interaction by making known their dissatisfaction and being somewhat hostile towards you, but the fact of the matter is that as long as you maintain a calm demeanor and address their problem seriously, looking to work with them as you go, they will recognize you as an ally rather than an adversary, and will be a lot more ready to work with you on the issue. Once the issue is solved, they will remember you as a person who helped them, and will see you and the company in a more positive light.
When dealing with a customer who is angry, it can sometimes be difficult to maintain your own composure in the face of their protests. Your job as a customer service provider is to try and solve their problem and to avoid getting agitated yourself. However, the fact is that we are all human and we all have our limits and Achilles heels. Sometimes you may well feel that you want to respond to a customer’s goading by getting angry at them. This should be avoided as it escalates the situation. Instead you should try to remain calm and bring the customer towards your level of calm.
In many cases, the extent of the customer’s anger will be that they have had a problem with one of your products and they want to see it repaired. They will be angry because they spent money on something which, in their view, was not worth it. Your job in this case is to try and calm them down by allowing them to see that you will do whatever you can to help them. Rather than being a faceless, nameless representative of a company which has given them a problem, you are a human being. As much as possible, you should present this human face when talking to a dissatisfied customer; manage your emotions, and although it may be difficult it is worth doing.
Sometimes customers will seek to provoke a reaction from you, as they enjoy arguing the point and feel that seeing you get angry will prove that they are right. Try putting yourself in the shoes of the customer and think about how you would respond to such a situation, and what you would want to hear. Reaching an understanding may take time and effort, but it is worth doing nonetheless – particularly as getting angry can lead to getting fired.
Providing great customer service does not mean that you have to put up with threats, intimidation, or bad language from customers.
If customers are out of control, you need to take over the situation and protect yourself.
Showing anger, for many people, involves expressing themselves using language which would be considered “vulgar”. What one person considers being vulgar may not be considered vulgar by the next person, however there are certain words and phrases which it is agreed are to be avoided in polite conversation. When making a complaint, customers should realize that it is wise to avoid such words and phrases, as it is no more likely to get their problem solved. However, the fact remains that sometime people will resort to such expressions of anger, and as a customer service provider it is up to you to decide what you will allow and what you won’t.
The danger of allowing a customer to use a mild profanity without passing comment on it is that they will possibly decide that anything goes. If they can get away with a mild swear word, they may try their luck with something more graphic and insulting. It is wise, even if you are not offended by profanity, to advise them that you cannot continue the conversation if they are going to use profanities. The danger otherwise is that they can begin to outdo themselves.
It is not about what personally offends you. There are many of us who are not in the least offended by swearing, and there are probably few who have not used at least a mild swear word in a moment of pain, frustration, or anger. However, using them towards people is different – you do not know how every person will react, and it is a simple matter of politeness to keep language clean when dealing with official issues. Develop your own policy with profanity from customers, but always bear in mind that there are other customers around, and to allow swearing to continue or escalate does not affect just you.
Meeting the basic needs of customers is only the first step in providing great customer service. If you want to make a lasting impression on customers, you need to go the extra mile. Giving customers more than they expect will not only keep them coming back, but it will also inspire them to tell their friends about the great service they received.
Getting customer service right is no easy matter. This is why the companies who are good at it have such a good record of customer retention. It takes time to build a reputation for good customer services. It also takes dedication and people skills. Below are some examples of ways in which you can ensure that you are providing the best in customer services every time, and as a result keeping your customers (as well as bringing some more in):
Greet customers with a smile, either in person or on the phone. It may sound corny, but it’s true that customers can hear the smile in your voice when you talk on the phone.
Be helpful, even if there’s no profit in it. Make customers feel that your primary concern is being helpful to them, whether or not you are actually going to sell them something.
Know your product or service. If customers feel that you don’t have the knowledge they need, they will look for someone else who does. Your expertise is part of the value you bring to customer interactions.
Don’t make customers feel like dummies. Of course you know more than your customers do about your product or service, but don’t make them feel inadequate because they don’t share your expertise.
Listen to customers. In dealing with customers, listen more than you talk.
Remember that employees will treat customers the way they are treated by management. If employees are treated with consideration and respect, they will be more likely to treat customers the same way.
Make customers feel important and appreciated. When a customer needs help, set aside what you’re doing, and focus on the customer.
Make things easy for customers. Think about how you can make every transaction as fast and effortless as possible for customers.
Throw in something extra. Giving customers a little more than they’ve paid for, or a little more than they expect, can make them feel that you really care about their business.
Say thank you. This might seem obvious, but it’s easy sometimes to forget to thank customers for their business. A genuine “thank you” can go a long way toward creating good feelings in customers.
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