Jan Carlzon the ex CEO of Scandinavian Airlines wrote a book called “Moments of Truth” it’s about the instances a customer comes into contact with frontline staff in a business and the impression that leaves about the whole organisation.

About the Customer

Too often I come across businesses that are process orientated and unfortunately derivatives of the statement “the computer says no” are far too common. In my experience customer service relates to several key areas:

Process

How easy are you making it for your staff to deliver great service? Organisations that are overly bureaucratic often end up with customers who are disappointed with the lack of flexibility. The symptoms of this are increased levels of paperwork and asking customers to behave in a way that is outside the industry norms e.g. having to set up standing orders for payment instead of direct debits like most businesses or filling in the same information on two different forms.

Empathy

Do your staff know what your customers want from the service you provide and their frustrations with the competition? Training in this area is the key to encouraging your team to go above and beyond and making customers feel valued.

Communication

This is about creating a system and culture in your business whereby staff and customers can give you feedback on their experience and you can in return give them an insight into what you are trying to achieve. This is the best way to ensure that your business has the information it needs to continuously adapt to meet the requirements of a changing market.

There are many other factors involved in the customer experience and this is not a definitive list, however it helps to take a step back from the day to day running of a business and think about what you can do differently. More often than not improved customer service relates to improved pricing and referrals, this is often a better way to grow your business than targeting customer numbers.

If you would like to discuss any of the issues covered above please contact us.

Nishi Patel