Anyone who watches Wimbledon will know that perfecting your service plays a key part in winning the match. It’s no different in business.
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In the past the concentration has been on the product but we now realise that, however good the product, the customer experience is equally as important.
Great customer service may be used to differentiate yourself from your competitors and gain an advantage. However, service delivery must be consistent and the design of your process is essential in offering a superior service.
A good customer proposition must consider several elements:
- Culture/recruitment
- Training
- Processes
- Technology
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Once we have the right people we need to review our processes. Your process should add to the efficiencies that already exist within your organisation, which should be streamlined to reduce handoffs and duplication.
Technology also has a strong role to play. Automation of parts of the process can reduce timescales, but the human element is always required.
Would the invention of the telephone ever have got off the ground if Alexander Graham Bell’s first call had gone likeº
Bell: “Mr. Watson, come here, I want you.”
Voice: “If you know Watson’s extension, press 1 now.
If you would like to leave a message, press 2.
If you need further assistance hold the line”
Great service will grow your business, enhance your reputation and retain your customer base.
Most dissatisfied customers do not complain, however, they do tell friends and colleagues. Complaints are often treated as a nuisance, but they usually highlight what could be wrong and can add considerable value to resolving any issues in the long term. It is vital to listen to feedback from your staff and customers and act upon it.
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I asked one of the team at GHL Group how important it was to him to offer good customer service and David Adams (from our Placement Team) replied: “It gives me a real kick to resolve a customer’s problem – it’s a worth coming in to work feeling.”
This is the attitude we need from our people - a belief that they CAN and DO make a difference to the success of a company.
Sandi Moon is Operations Director at GHL Group
