Having just returned from one month travelling in Europe with my husband, I have at my disposal some interesting observations on customer service - the effects of the lack of it and the tremendous value of receiving great customer service. How highly does your business value customer service? What are some of the things your staff can do that will make the difference? How do you create a culture of customer service and how do you determine if your efforts are successful? In the new world of instant communication with large groups of people, what are your customers saying about your business? And how do you save face if you miss the mark?
We were fortunate enough to be able to stay for the first two days of our trip at the 5 star Trianon Palace in Versailles, France (thanks to my most excellent new Mother-in-law as a belated wedding gift - yes people, some good ones really do exist!). When I'm asked about the highlight of our stay there, do I 
mention the beautiful buildings? The fabulously extensive breakfast buffet? Well yes actually, but by far the standout for me was the level of customer service exihibited by each and every staff member. It was difficult to walk two steps without a friendly smile, a cheery 'Bonjour!' and an offer of assistance to meet our any and every desire. Heaven when you've just come off a 25 hour flight from Australia, let me tell you!
And it wasn't just the high level of hospitality of the staff. They went the extra mile. Like when we ordered a taxi to take us to dinner, and finding ourselves still waiting after half an hour, the concierge came out and apologised for the delay, informed us that she had already rung the company again to hurry them up, and then offered us a complimentary gourmet preserve from the area as a small compensation that she had delivered to our room. Not her fault in the least that the taxi was late in coming, but did we go to dinner with a smile and happy thoughts about Trianon Palace? You bet we did - and we're happy to spread the good word.
Alternatively, when travelling on our (unnamed of course to protect the guilty) airline, we had to work hard to get them to notice us. Our call light when unanswered for 45 minutes. No steward looked our way with an apologetic "I'll be with you in a minute", just fresh air all around. And when we were eventually asked what we wanted, it took a further 30 minutes to finally recieve the simple bottles of water we requested. Even worse was when my husband spilled hot coffee over his tray, his lap and my leg, and though in full view of the steward, he merely looked away, without even offering a napkin to help with the clean up. Not happy Jan. Our whole experience left a very sour taste in the mouth, and my husband and I have decided never to fly with them again. And we'll be telling our friends and family not to either.
According to a recent Focus Research Report on Customer Service: "The customer is always right - especially in today's connected world, where the customer can voice concerns and amplify stories of poor treatment via multiple online channels. So it's no surprise that companies that treat their customers poorly are starting to lose business right and left."
How highly does your business value customer service?
You may laugh at this Super Bowl Commercial, but seriously, how would your customers react to this level of service from your business today? Does your company have a focus on customer service from the top down? Do you have KPIs for your staff surrounding their level of customer service?
Take this quick quiz to find out how responsive your organisation's customer service is. If you can answer all the questions in the affirmative then your company is most likely meeting or even exceeding your customer's expectations. If not, you could be losing customers and not really know why...
How do you create a culture of customer service?
In 7 Strategies To Increase Your Customer Service Levels, Graham Moore says: "Organisations often acknowledge customer service in their mission statements and then it is delivered accordingly: the words of the mission statement are just that - words. What is required is commitment at all levels and at all times to deliver on what is stated." Read through his 7 strategies to improve your organisation's levels of service delivery.
To open your mind to new thinking, you might also want to check out this TEDx video of Jan Gunnarsson - a hospitality industry veteran from Sweden. He discusses a refreshing take upon customer service and leadership. Jan believes customer experience is not in the first place about strategies and tactics but about the attitude we bring.
How do you determine if your customer service efforts are successful?
Once you've put your customer service efforts into action, you must always check that you're on the right track - and ask what you could be doing better. Half the battle these days of course, is cutting through "inbox fatigue" and get a response in the first place!
Tony Gattari says: "Surveys are an excellent way to find out how your customers feel about a new product, service, location, store policy or virtually anything that's important to your business. A survey will tell you what your customers expect of you and your company, and clarify how well you are performing in their eyes." Read his Customer Survey Tips to make sure you do it right.
We use an online survey tool here at CEO Online - Survey Monkey - and have always been pleased with the ease of use and reporting capabilities. (Notice again - happy to pass on the good word for businesses that deliver!)
What are your customers saying about your business? And how do you save face if you miss the mark?
The Focus Research Report on Customer Service states: "Social media is without a doubt challenging the way that we think about business as more and more people get comfortable with social and digital technology and its possibilities. No one would dispute that customer service, whether good or bad, has received a lot of attention via different social media channels over the last few years."
In the article Guidelines For Handling The Media, the author points out that "Contact (with the media) may be wanted or unwanted (for example through the intended or unintended actions of staff)... Traditionally, newspapers, magazines, radio and television have been the main means by which to deliver news. Today, the media has more opportunity to get the story out to more people than ever... The leader or manager must attempt to maintain and control the message at all times, irrespective of whether the "story" is pleasant or not."
Where to from here?
In a recent survey by Accenture, only 3% of customers polled said they received excellent customer service - not very encouraging when 59% state that customer services is a differentiating factor in choosing a product or service. And that's really what it all comes down to doesn't it? Give good to great customer service, and the word will spread and you'll get more customers. Give sub-standard to bad customer service, and the word spreads even further, losing you clients quickly.
Have a fabulous week!
Kristine Szitovszky
CEO Online