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Infusing a customer-centric culture into your organisation.
ARE YOU FULFILLING YOUR SERVICE-PROMISE TO YOUR CUSTOMERS ?
In the current climate of poor and indifferent service, being able to infuse your organisation with a Service-Centric Culture, and gaining the commitment of your entire workforce to this philosophy, gives your company a significant competitive advantage in an exceedingly competitive world.
Recently having mentored a CEO of a company whose organisation’s turnover was R1,6 billion last financial year, I asked him what his aspirations for the next 5 years are, his response was “I want to be the Biggest Company in my industry sector”… my response was “with that ego driven statement, you never will be”! given this rather hash retort, I challenged and encouraged him to adopt an action plan that would change his aspiration statement to : “I want to be the company that offers the BEST Customer Service : HAPPY STAFF=HAPPY CUSTOMERS=INCREASED PROFITABILITY”.
WHAT IS YOUR COMPANY’S STRATEGY to OUT PERFORM COMPETITORS?
Where there is a high demand for a company’s products and services, and no competition, Customer Service may not be essential to the success of the organisation. However, most industries have a multitude of players; each competitor vying for the other’s customer. Where competition abounds a competitive edge is required to stay one or more steps ahead of the rest. Where price and product may be hard to tell apart, customer service becomes the edge that differentiates excellence from mediocrity. It creates value and a need for that value. It goes without saying that EXCELLENT customer service is essential to a company’s sustainability and should be a key consideration in any strategy to outperform competitors; it is without a doubt the differentiator!
COMMITMENT TO CUSTOMER SERVICE
This is a DUTY that belongs to EVERY Employee! A commitment to EXCELLENCE in CUSTOMER SERVICE is not to be relegated only to those with the phrase ‘customer service” in their job description. This duty belongs to every employee and should be an attitude that takes root in the mind-set and manner of every member of the organisation; from the CEO, to the Sales Consultant, to the Accounting Clerk. Every member of the team forms part of the service chain and directly impacts other team member’s abilities to serve the customer and exceed their expectations. Do you and ALL your employees have a sense of personal responsibility in fulfilling your company’s promise to its customers ?
A PRACTICAL SOLUTION TO INFUSING YOUR COMPANY WITH AN ‘EXCELLENT CUSTOMER SERVICE’ PHILOSOPY
YOUR STAFF are directly linked to your PROFITABILITY and as such, any forward thinking company would have embarked in attaining the fundamental elements required in the pursuit of EXCELLENCE in CUSTOMER SERVICE :
Hiring Smart hire for attitude, the rest can be taught !
Adopting a Learning Culture : train and mentor right by including all employees in training programmes which are aimed at excellence in Customer Service.
Rewarding Positive Behaviour [Link to Staff Training & Upskilling : Human Resources : Motivation – Achieving YOUR Full Potential?]
Effectively Dealing with Negative Behaviour
Portraying Professional Courtesy to Company Suppliers and understanding the value of their interactions with them… remember a supplier who is treated with RESPECT WILL be more inclined to DELIVER A QUALITY SERVICE & OR PRODUCT, and more accommodating of crisis situations and special requests
Demonstrating Employee-Value (Support and Acknowledgment from the Employer / Line Manager)
Demonstrating Team-Support (Value and Acknowledgement from colleagues in supporting Departmental Collaborations)
The QUALITY of Customer Service at every level and in every interaction makes a significant difference by adding or dismantling the value of an organisation! It is clear that relevant and ongoing training from inception, goes a long way in developing powerful customer service skills that benefit all stakeholders and positively influence the bottom-line.
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