Unit 221: Develop customer relationships (D1)
Handout 1: Excellent customer service
Good customer service starts at organisational level with the service offer. An organisation’s service offer – also known as a customer charter – is the organisation’s statement about the level of service they will offer eg some customer charters will set out how they will compensate a customer when customer service has not been delivered in line with the charter; or it will clearly stated the timescales for responses. The service offer sets the basis on which the organisation will provide a service to its customers. Customers will know this is what they can expect while organisations know what they must deliver. The service offer is the tool you will use in providing customer satisfaction and you should ensure you are thoroughly familiar with it.
Customer service is all about customer expectations. We rarely congratulate anyone on good service mainly because we expect it, but we do complain when we get poor service. When we get bad service we recognise it as such but when we get good service we fail to recognise it because it is what we expect. Good customer service can give an organisation an edge over its competitors while poor service can result in a loss of business and a reputation for poor service can be difficult to change.
Customer expectations are what customers think should happen and how they believe they should be treated when asking for or receiving customer service. Their expectations will be based on experience, advertising and the general need for courtesy and good service. Expectations are formed by
- what they hear and see
- what they read and the messages the organisation sends (ie via its reputation and brand)
- what actually happens to them when dealing now and in the past with an organisation.
Customer expectations are also heavily influenced by word of mouth (eg friends and family) and the media.
‘When a customer is about to receive customer service his or her customer expectations are influenced by all the customer experiences that he or she has had in the past both with your organisation and with others.’ (ICS Glossary 2007)
Customers may have experiences with similar organisations which also impact upon their overall impression and expectations of that particular industry sector, eg hotels and restaurants, supermarkets, banking, insurance.
Although customers are varied, their expectations will generally be the same:
- to have their buying needs satisfied
- to find the product they require
- to be treated as individuals.
When dealing with customers you should always think – ‘How would I like to be treated?’ You are a customer at times and know yourself what you expect from an organisation and the representative(s) of the organisation, be it in a shop, on the telephone or from colleagues.
Good service is where the customer is reasonably satisfied with the service and may use you again. Excellent customer service is where the customer is delighted and tells friends and colleagues and without fail uses your organisation to get that excellent service that makes the difference and beats the competition. Many people will even pay extra just to get that excellent customer service.
Excellent customer service means you exceed the customer’s expectations and there are many small ways of doing this. The best customer service deliverers take an interest in their customers; they are observant of them and listen to and communicate with them. In this way, they are often able to make a small, but relevant gesture that delights the customer, such as offering to carry goods to the car, or finding a chair for an elderly person.
Excellent customer service starts with the way you greet customers. First impressions are important. There is a saying – you never get a second chance to make a first impression. The first impression is vital – greet the customers in a warm and friendly manner but don’t be over friendly. Professionalism is necessary. Your body language is as important as what you say and do. Look (and feel) approachable and welcoming and establish through probing and open questions what the customer needs are. You must put your customers at ease and make them feel important. Remember – the customer is king. Discussion should be two way not one way.
You should establish a rapport with your customer by:
- listening to them
- establishing their needs
- recognising any concerns or doubts they may have
- handling those concerns or doubts by turning the negative to the positive
- meeting the customers’ needs
- closing the discussion ensuring the customer is satisfied with the outcome.
Knowing the products or services you offer is vital. Fail to know all the details of the products and services and you will not instil confidence. Knowing too the difference between a service (eg providing a rubbish collection service; providing breakdown recovery for your car) and a product (eg an item of clothing; a washing machine) is vital. Knowing the after care given for each product or service, if available, is also important.
Customers are not always satisfied however and there may be times when you are unable to meet their expectations. This may be because the customer has unrealistic expectations in terms of what the organisation can offer. If they are complaining, the solution they are looking for may not be financially viable or may not be possible within organisation regulations or, indeed, legal requirements. When your customer is not in agreement with any solution offered, you will need to be assertive in explaining why their needs cannot be met and the more information they are given on the more likely they are to accept this. Do not confuse assertiveness with aggression: you will put the reasons across positively, politely and forthrightly. You will need to weigh up the customer’s needs with your organisation’s requirements and reach a balance if possible between the needs of your customer and what you can deliver within your organisation’s policies and procedures.
Whether buying or complaining, the customer should receive the same level of service.
Handling customer complaints can be stressful: the customer may be angry and wound up. It is important to remember that usually the anger is not directed at you personally. As a customer service deliverer it is your job to be the interface between the customer and the organisation and to this end you are on the receiving end of complaints. To ensure that you handle customer complaints or difficult situations efficiently you should ensure you always stay calm. If a customer sees you are nervous they are likely to feel they are in control. Equally, you shouldn’t get upset or react to their anger by arguing – if you get upset the customer is likely to feel they have won and arguing back is only likely to aggravate the situation. Always let the customer have their say and listen very carefully – you could obtain key information that could help to achieve or influence the final outcome. Check your understanding of the problem with the person complaining by asking questions in order to get all the facts as people get very annoyed if the incorrect information has been passed on and they have to repeat the complaint again to someone else.
Bear in mind that an unsatisfied customer may harm the business if not handled correctly and customer service means treating all complaints seriously and courteously, behaving in a professional manner. Professionalism is having the right attitude to achieve customer satisfaction whilst ensuring the needs of the organisation are also met. Always act professionally despite difficult circumstances eg being under pressure through lack of time or during busy periods. Being professional means having the appropriate knowledge and knowing what you can do within the limits of your authority.