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Satisfying_your_Customers_is_as_Simple_as_this
| Satisfying your Customers is as Simple as this...
Customer service is everywhere. It seems everyone we deal with
now is a 'customer service representative'. Remember when they
were bank tellers, flight attendants or just the person behind
the enquiries desk? So why is the experience of fantastic,
'blow-your-mind' service still so rare?
My family recently had one of those rare experiences in a small
family restaurant. The food was good value, but that's not what
made it memorable. What really made this meal was the
combination of decent food with a bright, clean environment,
friendly, attentive, knowledgable staff and timely service.
Our feeling of being well looked after - of receiving fantastic
service - was not delivered by one 'knock-out blow'. Rather it
resulted from the coming together of a whole range of small
things, each delivered really well.
And that is secret ingredient in fantastic customer service:
GETTING THE DELIVERY RIGHT.
No matter how good the food on the plate, if it had taken an
hour to get to us we would not have enjoyed it. And our feeling
about this restaurant would have been tarnished.
All too often businesses forget this. Larger organisations in
particular seem to think customer service is about having a
customer charter. Or running a public relations campaign. Or
telling us that "your call is important to us". Or giving their
staff the title of 'customer service assistant'.
The reality is that, as consumers, we don't care what the title
is of the person we are dealing with. We only want them to be
courteous, to give us their full attention and to know what they
are talking about (as they did at our restaurant). And we want
the product or service we are buying delivered with minimum fuss.
The same applies to every business - including yours. It doesn't
matter how good your products or services are. If you can't
consistently deliver them in an efficient manner and with
minimum hassle for the customer, your customers will eventually
drift off and try someone else.
On the other hand, you will stand out from the crowd if you
focus effort on getting the delivery right.
What does this mean? It means focusing on the detail of how you
and your staff interact with customers. It means creating
systems so that orders never, ever get lost or misplaced. It
means having sufficient control so that when you make a promise
to a customer, you can deliver on that promise.
And it means having the systems in place so that all these
things happen consistently.
Having a great product is one thing, but if you want to really
impress your customers: get the delivery right.
***For more ideas on this topic, see
http://www.businesssimplification.com.au/ideas.htm
© David Brewster, October 2002
http://www.BusinessSimplification.com.au;
mailto:feedback@businesssimplification.com.au
About the author:
David Brewster runs Business Simplification and works with the
owners and managers of small businesses who know they want to
improve but simply can't find the time to do so.
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