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In the recent past, business was pretty straight forward. Customers requested service; we provided it; they were happy; end of story. Today, that model has changed dramatically. First, good technical and product knowledge are assumed by external customers. They now measure service quality by the way we treat them throughout a service incident. We must provide solutions to customer problems and exhibit enough empathy to delight them at the same time.
Second, our ability to satisfy them is also assumed by customers. Since every service provider strives to do so, the standards for service excellence constantly are being raised. If our service doesn't exceed their expectations, they are six times more likely to leave us for a competitor. Since loyal, long-term customers are responsible for our continued success, it's easy to see why we're investing resources to assist our team members in providing “Customer Satisfaction Plus™.”
Introduction
Those working throughout our entire company are also, in a real sense, your customers - internal customers. Your service to them must be as flawless, friendly and fast as the service we offer our external customers. This sets the tone for the entire organization. Therefore, we're investing resources to provide ongoing service development training to help refine our current skills and learn new ones..
Everyone has developed “natural” skills for dealing with people. Since your skills may have been acquired through experience, with no formal coaching, they may be limited. In golf, for example, the difference between pros and duffers is pros refine their skills with coaching. In service, the comparison is equally valid. Therefore, this course will focus on refining your current skills and adding advanced skills to help set you apart in the minds of your customers.
Caring Sets Us Apart
Whenever people choose us, they assume our products and services are similar to those offered by our competitors. Therefore, what they seek from us are the expectations of pleasant relationships, sound recommendations and delightful service; all of which increase their satisfaction. In meeting or exceeding their expectations, we can't afford even one lapse. Every person involved must care about every element of every transaction and treat every customer with courtesy and respect.
Delivering that level of service is not easy, and it's your willingness to care that sets us apart. Customers define delightful service using words such as listens, honest, follows-up, knowledgeable, timely, empathetic and responsive. We will be successful at portraying these attributes when each person cares enough to deliver only the best in service to every internal and external customer. Throughout this program, consider the word “customer” to mean both internal and external unless the text indicates differently.
Hallmarks of Service Excellence
Within thirteen seconds of encountering you in person or on the phone, people will form several clear impressions of you.
First, you are warm. Customers sense warmth when your smile creates inflection (music) in your voice. Therefore, it's important to maintain a smile, even while working with difficult people.
Second, your conversational skills and choice of words, will convey that you are friendly and third, that you are enthusiastic. Customers receive a higher degree of satisfaction when you exhibit these two qualities.
Empathetic people can see themselves in someone else's situation, understand their feelings and motives, and treat them accordingly
Fifth, your desire to be helpful is perceived immediately. The way you answer the phone (or work with them in person) sets a helpful reassuring tone for customers. Since most service incidents carry a specific or implied request for help, it's essential that your initial response communicates helpfulness and enthusiasm, as this example illustrates:
Customer: “I need your help to complete a project.”
You: “I'd be happy to help you complete it!”
Finally, you are perceived as professional when you treat others with courtesy and respect. One way to show respect is to learn and use their name correctly. Another is to maintain your poise throughout every interaction. Speaking with excellent grammar and pronunciation is also essential
Kaizen
The philosophy of “Kaizen” (ki-zenī) can help you improve your natural skills until they exceed customer expectations. Its elements are these:
Make gradual, unending improvements. Look at all the things you do, and help create better ways to do them.
Do the little things better. Refine each step of everything you do in providing service.
Set and achieve ever higher standards. Imagine high jumpers raising the bar each time they succeed at a lower level. Raise the bar on some aspect of the service you provide every day.
How You Can Exceed Customer Expectations
You provide delightful service when you care enough to do and say the things that portray these six attitudes:
Warm
Friendly
Helpful
Enthusiastic
Empathetic
Professional
Customers will appreciate you and you'll enjoy your career all the more!
An attitude of service doesn’t come from a workbook; it comes from the heart.
-- By Conrad Elnes, Chairman, STI International
Conrad Elnes, the charmain of STI International http://www.salesintitute.com is a recognized leader in the design and presentation of customized training programs for salespeople, consultants and customer service staff. STI can be reached at 800.784.1555
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