Articles
December 20, 2021
What makes you different? What added value do you bring to the table? Why should a customer work with you rather than your competitor? These are the questions that organisations have to ask themselves.
In everything we do, it is important to focus on the core- the CUSTOMERS. As the saying goes, if we don’t take care of our customers, someone else will. To survive and thrive in the ever-evolving competitive business climate, one must be able to differentiate themselves from the rest. Remember, being on par in terms of price and quality only gets you into the game. Service wins the game. Focusing on making every touchpoint great drive an amazing customer experience and improve the bottom line of the business.
There are two dimensions of service comprising Procedures and Processes and Personal Touch. Top-notch organizations are likely to excel in both personal and procedural dimensions and all these achievements will not be possible without the training and investments in its people. Procedures and processes are relatively simple to learn, very often, it is the intangible part of providing great customer service experience that differentiate the brand. Personal touch with a difference.
We will look into what are the 5 main attributes of quality service that one must possess to accentuate the personal touch and bring the whole service experience to a new level.
Reliability
The ability to provide what was promised, dependably and accurately. Staff must be able to identify customer needs and follow through to ensure that the product/service was received as promised.
Assurance
The staff must demonstrate sound product knowledge and covey trust and confidence to their customers. Just imagine how the customers will feel if they see staff staring blankly at them when asked to describe the product.
Empathy
The ability to listen for emotions in the customers’ messages put the staff at the top of the game. People who are able to put themselves in the shoes of others, especially in tough situations, are able to add a personal touch to the service level which creates a real brand differentiation. An organization cannot be successful with a culture of apathy.
Responsiveness
Customers hate to wait and they want prompt resolution to their problems. Staff must project a positive, can-do attitude and take immediate steps to help customers address their needs. Negative phrases such as ‘I am not in charge/ call us back/ I can’t help you’ must be avoided at all times. When problems are resolved quickly and professionally, the customers are likely to have an ongoing relationship with your brand.
Pro- activeness
Everyone makes mistake, that’s human. But how do you solicit those mistakes and rectify them? When mistakes aren’t noticed and customers who experience poor service simply walk away without complaining and with no intention to return. Numerous studies and surveys have concluded that majority of unhappy customers don’t write letters of complaint, they simply do not return. For those who do complain, they are quick to share negative experience online, where they can quickly reach large audience. Complaints are statements of dissatisfaction from the most important people the organization serves – CUSTOMERS! Soliciting feedback by being pro-active is the key to service recovery. Customer service is an excellent differentiator. Organisations that are able to successfully
groom its people on the above service attributes will not only retain customers but also acquire their competitors’ as well. It is undeniable that a well-trained customer service team can boast the company’s reputation and elongate the life of the business. When you ignore the needs of your customers, they will forsake you and without them, you have no business at all.
