Better Than Mom's Apple Pie

Summertime means county fairs, and they're in progress now all across the country --- complete with pie contests. To some, there is nothing better than Mom's blue-ribbon-winning apple pie. Just one sweet, buttery bite makes you feel good.

Compare your organization's customer service to Mom's apple pie. Is it better? It can be if your organization has well-trained employees providing winning customer service.

Customer service is an experience so memorable for customers that it can help you retain them, even when your competitors are luring them with lower prices and incentives.

Today's economy is complicated; wooing customers during a recession is even more complicated. Today, people can research businesses via the Internet and social media. The way organizations interact with customers includes multiple channels: telephone, e-mail, text, Twitter, Facebook and other social media vehicles. The extent of customer service can be intense.

What the Research Reveals

Research conducted by McKinsey Inc. indicates that business performance varied the most in industries with high levels of interaction "intensity," such as in the financial services sector. Companies can differentiate themselves from their competitors by improving their ability to interact with customers and prospects through improved service.

A survey conducted by Dr. Jon Anton and Dr. Michael Hoeck, the authors of eBusinessCustomer Service, shows that customers who buy a faulty product but have the problem resolved through "world-class" service are more likely to purchase from that company again than someone who buys a perfect product in the first place. A representative from Forrester Research, Inc., adds that some of the best-performing companies are taking great care to preserve customer service during the recession.

Furthermore, a global survey of 900 executives from 12 countries indicates that barriers exist to customer service, including a lack of trained employees. Two important factors create a superior customer service experience. These include the quality and competence of service employees and their ability to address the problem on the first call or in the first e-mail.

Finally, a U.S. study called "Customer Loyalty: How to Earn It, How to Keep It" concludes that 87 percent of customers feel that companies don't listen to them.

The Importance of Training

Remember Mom's apple pie? We all know it has to be sweet. Think about your organization and the customer service your employees provide. Is it a sweet experience every time?

The key to retaining customers is also your most important asset: well-trained employees. One sour experience can mean the loss of the customer or client. When you consider the lifetime value of a customer, you can't afford to lose even one.

Training employees on the skills to meet customer needs is an ongoing proposition --- especially in today's interaction-heavy environment. Maintaining customer relationships requires listening to the customer's need and acting on it.

Bring Winning Customer Service to Your Organization

Vital Learning's Winning Through Customer Service™ has tested training principles through more than 10 years of product field research. This seminar provides a step-by-step process for conducting successful customer service transactions. It also identifies key competencies for world-class customer service:

• Demonstrates professionalism that builds on the ability to work with customers proactively and solve problems.
• Introduces essential communication skills, such as listening to understand the customer's needs.
• Recognizes individual customer behavioral styles and opportunities to adapt to their personal styles.
• Teaches strategies for dealing appropriately with difficult customer situations.

In addition to training, make sure that your employees know what is expected of them. Define clear, attainable goals that are measurable. Employees should also know your organization's policies and procedures for satisfying customer complaints in order to resolve situations more proactively.

Use coaching situations with successful service-oriented employees who can work through and practice real-life situations with new employees. Make these situations a part of the training to customize role-play scenarios to your business. Especially tough situations can become a source of some of the best information for improving service.

Better Than Mom's Apple Pie Service

Customer service occurs at more points of interaction than ever in the sales and service chain. Training employees about customer service can bring positive memorable experiences. High-quality customer service retains customers, expands business relationships, and increases referrals and sales. Sweeten the pie for your customers ... train employees for successful customer interactions.

Thought for the Day

"During tough times there are plenty of other pressures customers face ... We don't want a customer service issue to be what makes them blow their cork."

--- John Venhuizen, ACE

Sources:

Winning Through Customer Service (2010). Vital Learning Corporation
STAR Service (2010). Vital Learning Corporation
Horovitz, J. (April 2009). Leading in Turbulent Times: Managing Your Customers.
Industry Best Practices: Customer Service Challenges and Innovations in the Financial Services and Insurance Sectors (2007). eGain Communications Corporation.
Knowledge Management for Customer Service (2004). eGain Communications Corporation.
Krasovitzky, F. The Difference Between Hearing and Listening to Customers, Customer Service Management.
McGregor, J; McConnon, A.; Kiley, D. (March 2009). Customer Service in a Shrinking Economy, BusinessWeek.
Pophal, L. Ten Tips for Effective Customer Service Training, Customer Service Management
Sprague, B. Customer Service is Crucial in a Downturn, BusinessWeek.