When it comes to customer service, most companies fall into one of the following five categories:
The first type of company may or may not understand the value of customer service. It views customer service training as a cost, when in fact it is an investment in the future of the company. If the company does any training at all, it is sporadic and done internally by untrained and unqualified managers.
The company will remain in business only as long as the percentage of first-time customers remains very high. Growth, if any, will be minimal, and without consistent new product introduction and massive advertising dollars spent, this company eventually will lose market share and experience decreased profits.
The second type of company views customer service as important and half-heartedly attempts to create the perception that it is service-oriented and customer-friendly. It tries (when it's convenient) to do service and customer awareness training internally (again with unqualified personnel), but it actually is putting a small Band-Aid on a very large wound. Employee programs that focus on customer service are few and not very effective.
This type of company must rely largely on first-time business but will experience some repeat customers due to price or location. Customer loyalty is not being established and the value of the long-term customer is not being realized. Growth is minimal with employee turnover high and little opportunity for advancement. This type of company is trying but just doesn't get it.
The third and most common category of company understands the importance of customer service and knows that rendering quality service will create sales opportunities. In various ways, it advertises that it has customer service and views good service as value added for the customer. It thinks that in providing good service it is doing something special for the customer. Training and providing a good working environment is more of a priority than in the previously described company. A greater emphasis needs to be placed on turning first-time business into return business.
This type of company is on the right track but must realize that being good is not good enough anymore. Today's more demanding and educated consumer, coupled with an increasingly competitive marketplace, dictates it must rise to this challenge and become a provider of superior service.
This type of company would prefer to decrease its advertising expenditures but cannot yet rely on positive word-of-mouth advertising.
An increased emphasis on the employee, work environment and management involvement has given rise to a respectable level of employee turnover. Sales increases often are up and down and unexplainable; however, year-end profits show a pattern of growth. Market share is respectable, but dramatic increases in market share and sales can be achieved when a greater emphasis is placed on employee/management programs, training and establishing a team environment.
The fourth type of company is defined as one that does a whole lot right and at the same time is constantly seeking ways in which it can do better. This company establishes high standards and achievable goals and objectives develops useful means of communication between management and employees. These measures have a direct positive effect on the customer. This company has a consistent positive pattern of growth and is considered good company to work for and do business with.
Senior management is involved, and a high priority is given to quality training and development for managers and front-line employees. An environment that allows for a feeling of achievement, enjoyment, growth and earned recognition is created and nurtured. Much time and energy is devoted to the employees and the lip service that often is offered as a substitute for management action is nonexistent. Almost everything the company does is done with the customer in mind, which is reflected in its profits and market share.
The fifth type of company is the easiest to describe. It's the one we always hear great things about, and it experiences positive increases in sales and market share year after year. This is the company we want to work for. It has well-thought-out employee benefits and a caring, thoughtful management team that has a proactive vision for the future. The company also has low employee turnover, high employee morale and finds it easy to attract good, qualified employees.
This is the successful company of the future, which realizes it is only as good as its employees. A firm commitment is made to the employee. Management is obsessed with listening to and communicating with the employee and bringing him into the loop. Management strongly believes that if it is going to ask its employees to create a superior and pleasant experience for its customers -- one in which the customer will return willingly and bring new business with them -- then the management team must create this same superior and pleasant experience for the employee.
This company understands that employee loyalty, teamwork and customer service are essential for continued growth, and it is relentless in its efforts to increase the focus in these areas, all of which have a positive impact on the customer. This is the company in which training is an ongoing process and managers have been taught how to be daily coaches.
This company reminds me of a story I once heard about two managers who were discussing the dollars involved and the vast amounts of time and energy that must be spent in properly training their employees in how to take care of the customer correctly the first time.
One manager said to the general manager, "What if we spend the dollars involved and put forth all of the time and energy needed to properly train our employees and they decide to leave and work elsewhere?"
The general manager admitted this was a valid point and then wisely responded, 1"What if we don't spend the dollars involved and don't put forth all of the time and energy to properly train our employees and they decide to stay?"
http://atlanta.bizjournals.com/atlanta/stories/1999/10/18/smallb5.html
