ROLE OF CUSTOMER SERVICE

The Internet and mobile/wireless technologies, which have become fundamental parts of our lives, have caused an unparalleled shift in the balance of power from companies to their customers. Consumers, armed withinstant 24-hour access to information, not only are reshaping the products that a company offers and the distribution channels it uses, but also are demanding a higher level and quality of service than ever before.

That power shift from companies to their customers underlies the new customer economy. What counts in the new customer economy? American businesses are realizing that the depth of their relationships with customers and the loyalty of those customers to the company are increasingly linked directly to profit margins and, ultimately, to their overall sustained existence.

Traditional versus Exceptional Customer Service
The very nature of customer service has changed dramatically over the last decade. In the past, organizations provided what could be called traditional customer service.

That is, if customers needed service, they went to the organization’s customer service department. The implicit message to the customer was ‘‘This department is the only place you’ll get customer service in this company.’’

Today’s customers, however, expect something more than traditional customer service. They want a company and its employees to exceed their expectations, demonstrate that the organization cares for them, and work immediately and decisively on their behalf. To be precise, customers today demand exceptional customer service.

To that end, a successful company recognizes that its competitors may easily be able to copy its products, its prices, and even its promotions, but competitors cannot copy an organization’s employees and the distinctive and exceptional service they provide.

Each time customers come in contact with an organization, they get an impression of service and the overall products they think they will receive. Everyone in an organization touches customers. The employees’ behavior and attitudes affect how the customer feels about the company. As the customer service representative (CSR), or frontline person who deals with customers on a day-to-day basis, you come to signify all that your company stands for—both good and bad. To the customer, you are the voice and personality of your organization. Customers who experience exceptional customer service will come back for more. They will be less likely to shop around as a result of how well you treat them.

T I P
Always strive to improve your overall service by focusing on the small details of each transaction. It will mean a lot to the customer and make a difference in total customer satisfaction.


Multichannel Customer Contact Points

As a customer service representative, you will serve customers in several situations, typically known as contact points. For example, customer contact occurs in person, on the phone, through written communications, or online.

To the customer, it doesn’t matter where the interaction takes place. What does matter is that the frontline employee, the CSR, takes ownership of the problem. The CSR must apply the Golden Rule or other course provided by the organization’s values statement and must follow it through to the satisfactory outcome expected by the customer. This is not difficult to do, provided that the CSR has all the knowledge, tools, and authority needed to take care of each customer’s problem in a positive way.

A caring, friendly atmosphere and quick resolutions to problems create positive points of contact. Clean, neat surroundings—whether in an office, a store, or a restaurant—say, ‘‘We pay attention to details because we value them as important to our success.’’ Accurate invoices, prompt shipments, and returned phone calls help convey a positive impression to customers.

On the other hand, examples of negative points of contact include letting your phone ring five or six times before answering it, leaving the customer on hold for two or more minutes, and not replying promptly to an e-mail request for information. This translates to the customer as ‘‘We don’t value your time.’’ Long lines, out-of-stock items, faded signs, and unclean surroundings are other ways to leave an unfavorable impression about the company and its product or services.

Any successful company strives to make sure that all its points of contact with customers are positive ones. In the final analysis, all customers deserve exceptional service at each point of contact, regardless of the means they use to seek customer service.