Customer Service and Marketing that Works
Go into many businesses today and try and get service, its
sometimes impossible! The customer service officer is on the phone
talking about personal issues, there is not enough staff, and they
are disinterested and distracted.
The old days of customer service is where you the customer were
viewed as valuable and important and you received service from a
person and not a machine.
With an emphasis on shareholder wealth and increased profits the
shift has been slowly eroding the service ethos of many businesses.
This has not gone unnoticed!
Many employees in these businesses become disenchanted with the
'ivory tower' mentality of management as they issue edicts from afar
without employee consultation and finding out what really happens at
the shop front.
Off course (sic) looking at the glossy brochures you would see that
the business is a committed believer in service excellence but the
fact remains it's not forthcoming.
By way of example take the banks that are closing down branches and
steadily increasing fees for services that you were once told were
free.
For the ordinary consumer we cop it on the chin, complain to
ourselves and our neighbors or put up with it and say nothing.
This mediocrity in service mentality thrives because we are silent
and the banks and other businesses know this. It a bit like
politicians who leak policy to the media, weather the storm and then
know the general populace will get used to it. The malaise of apathy
ensures that they win!
But you can respond and you should.
People power has enormous effect if it is sustained and enough
people complain ? or compliment.
What can you do!
1. When someone delivers a shoddy product or service approach the
business politely and firmly and ask that the issue be addressed.
2. Don't take NO for an answer! Sometimes it takes persistence to
get heard or in other words the 'squeaky wheel gets the oil'.
3. Reward good service. If your bank manager or service clerk gives
good services compliment them. This is very important.
4. If you are given excellent service write a letter to their
manager and say 'thank you'
5. If you own a business reward good customer service. Rewards do
not have to be expensive.
6. Lead by example if you are a manager.
Take the following example of excellence in service;
An Audiometrist who sold hearing aids to 8 clients a day used to
ring 2 of their clients the next day to see how the new hearing aids
were working. This business grew a solid reputation for service and
new potential customers would often ring up and ask to see this
Audiometrist by name.
By taking the time to ensure that their customers were looked after
the business was able to outsell other hearing aid suppliers because
people were treated with respect. This subsequently cut down the
advertising and marketing costs of the business ensuring that the
business had a steady stream of referrals and business and could
focus on customer service. It had the effect that because of trust
people would purchase more expensive hearing aids because they
trusted the business and its service ethos.
Business isn't difficult if you know your market and take the time
to care for people!
For other practical articles visit www.biz-momentum.com today.
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Philip Lye is the founder of Biz Momentum providing strategic human
resource management advice to help your business grow. Philip is a
author and educator who trains management and employees to work
together to achieve tangible results. Philip has had considerable
international experience.
Visit
http://www.biz-momentum.com for
other helpful articles and free performance appraisal and job
description.
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