(C) 2002 - Douglas J. Swanson, Ed.D
We all are customers of other businesses, and we know what we like to expect from a business or service agency when we deal with them. Typically, our expectations fall into seven categories... seven categories of things that we, in turn, should also remember when dealing with people who are our customers. Think of these as the "7 Rules of Customer Service":
1) People come before papers
How many times have we gone into an office or store and waited while the clerk added up figures, shuffled papers, wrote a note, put things away in a file or otherwise fiddled with papers before looking up to say "Yes? May I help you?" This is one of the things that's an immediate turn-off to customers (and we all know it, because we've fallen victim to it). It's a bit of a struggle sometimes, but we in the business world have to continuously remind ourselves to take care of people FIRST, papers later. The paperwork isn't going to go away. We all like to be neat and tidy up one job before we go on to another, but you should really STOP the paperwork whenever customers are near - they need to come first.
2) Your desk is a work place, not an "unloading zone."
I will be the first to admit that I get cranky a lot. I'm a busy person with a lot of responsibilities assigned to me. I'm under a lot of pressure because of all the different things I have to do. Sometimes, the pressure of all these responsibilities wells up and I "unload" on people around me. I get irritated or raise my voice to my wife, the kids, co-workers or students. That's wrong. My desk should not be an "unloading zone." When I do this unfair unloading I forget something that's very important. Just because I'm busy or loaded down with work or under stress DOES NOT give me carte blanche to be rude to family, friends, co-workers, or GOD FORBID, customers. We're all busy these days... so please join me and take a few moments at the start of every day to remember that. Remember that your desk is a work place and not an "unloading zone". If you need help with the pressure or the workload or the stress, you can find ways to get it... but don't take our your frustration on the customers or other innocent people.
3) Be friendly before you know who it is or what they want.
How many times have we all gone into an office or business and the person who met us there was rather cool toward us... until they found out we were somebody "important." Then they warmed up immediately. Don't let yourself get caught in this trap. Be friendly to everyone, every time!
4) Phone callers have rights, too!
Because so much business is done on the phone these days, sometimes it's easy to get into a rut and treat telephone calls differently from people who come to see us in person. Please remember that the person calling on the phone has the same rights, - and deserves the same respect, - as the in-person customer. Take enough time to answer all questions; don't rush customers. Give every customer (in person or on the phone) 100% of your attention all the time.
5) Get down on the customer's level.
Don't use any jargon or unusual descriptions that the customer won't understand. Just speak plainly, in matter-of-fact language, to get to the root of the problem. What does the customer want? How can we give it to him/her?
6) Think in terms of what CAN be done, not what CANNOT.
The customer is not interested in what cannot be done.
7) Remember "thank you" always.
"Thank you" is a phrase that's all too often forgotten throughout the business world today. It seems like the vast majority of store clerks and sales people now think a lot of OTHER words mean the same as "Thank you." Words like "is that all", "there yah go", "see yah", "come back", etc. DO NOT mean thank you. We all like to be thanked, so please don't forget to use that phrase to close all customer dealings.
These seven points can really help you define yourself as a good customer "server" and define your business as a good customer service business.
Now, let's take a few minutes to examine some specific situations which may come up in your day-to- day experience in your business. Working together with your co-workers, you can apply the "7 Rules" and diffuse even the most volatile situation -- whether it be a conflict with customers or a conflict amongst your employees:
"Sense of Urgency" Service
Every customer deserves the fastest, most efficient service we can provide. We can't always do it--but try your hardest every night to "clear" your desk before you leave the office (clear up all the pending business). Don't hesitate to call customers back to make sure everything they needed got taken care of. (What better way to make yourself and your business look good?!) No matter what you're "link" in the chain is, you're a vital part of the company. Everything the company is and does depends on you.
Everything in your business is and does depends on you!
Making the Connection with Telephone Etiquette
Customers on the phone deserve our 100% attention and effort. Answer the phone "with a smile on". You'll be surprised how nice it makes you sound. A pleasant, polite voice will perk up even the crankiest customer.
If you have other calls waiting, say so politely and honestly. Rather than saying "please hold", come right out front with the customer and say "You know, I don't have the information I need for you at my fingertips. Would you mind holding a few moments, or may I take your name and number and call you right back?" Then do it.
To many of us fall into the telephone jargon trap, the old "please hold," "who may I say is calling," "one moment" etc. trip. Cut out all that stuff! Talk like a real person on the phone! You'll be amazed at the respect you command. The customers will also appreciate your honesty.
Customers will be able to tell when you're listening and when you're not. Listen to their emotions as well as their words, sometimes what they really need is someone who cares.
Always identify yourself when talking with customers. They will get to know you and have more respect for you if you are a "real" person and not just a voice on the other end.
The telephone is a critical communications tool. We need to use it successfully by being pleasant and courteous to everyone who calls, regardless of what they need. We are here to serve them, after all. Of course, this does not mean telephone calls are to be taken AHEAD of people who walk in... it should always be first-come, first served. This won't be a problem if we all work together as a team and see that everyone gets speedy, 100% urgent attention whether they call or come see us in person.
Positively-Charged Customer Relations
You don't get a second chance to make a first impression. Customers really want to be dealt with in a way that makes them feel special. They want (and rightfully expect) quick service, your full attention, and your expression of desire that they will return in the future).
You'll find that most customers don't expect you to perform miracles
for them. They want only for you to do your very best to get them the services
they need, when they want them. When you show that you're doing your very
best, often the nasty, festering, BIG problems melt down to just little
problems that can be quickly and easily resolved. Ways of showing that
you're doing your very best include:
Customer Complaints - Saying "AAH" not "UGG"
Let customers VENT. Understand that you will be getting a lot of complaints and gripes and don't take them personally. People like to complain, and the utility company is often a good target. Recognize that people who are "venting" are looking just to release their anger and frustration and may not be personally attacking you or your company.
Let them know you sympathize. Take a step to the left and get on their side. Tell them you understand their frustration (even if it's a problem you can't immediately solve). Become an ally.
Ask them "what can I do for you?" Often they won't be able to tell you, or they'll ask for less than you expected. Just be blunt about it. What do they want?
Let them to take part in the solution. Give them a choice of options (refund, exchange, credit, etc.).
Give them a reason to come back. Fixing complaints makes customers happy - and makes them want to come back. And if you're dealing with people positively, they'll want to come back to do business with YOU as much as they will to do business with your company.
EVERYONE in your business helps to solve problems/complaints;
Stay calm, don't get emotional; don't take it personally;
Act quickly to get the solution ball "rolling";
Follow-through afterward - did everything go OK?
Recognize, too, that there are some people in this world who will NEVER be satisfied with anything you can humanly do. If you recognize that and remember it, then you will not take it personally when you encounter these people. Just do your absolute best - and feel good about it!
In Conclusion...
I'd like to suggest some ideas for you that I think will really help you "shake up" your organization itself and make the organization much more flexible and customer-oriented. These suggestions are from researcher Gary Steiner, who wrote the book "The Creative Organization":
Include unusual types of people.
Keep channels of communication WIDE OPEN.
Make lots of contact with outside sources.
Experiment with new ideas. Give EVERYTHING a chance.
Don't run the proverbial "tight ship."
Have fun!
Reward people with ideas, even if it's just "thank you."
Evaluate ideas based on their merit, not the status of their originator.
Allow new, ad hoc approaches (teamwork!).
Quit being stuffy and "safe" in decision-making. Take chances.