Customer Service, What does it mean to us?

Steve Hinton, Chief Executive of QED Consulting

Customer service is a bit like wine tasting. For most of us mere mortals, we can’t necessarily explain the technicalities, but we know what we like! And boy, do we know what we don’t like too!

So what is it that makes for great customer service? What’s the difference that makes the difference? Can there be a universal formula that predicts and guarantees how your organisation will perform, all day and every day?

Let’s think about some different customer experiences, ones that we have all probably experienced, and see if there are common threads. First off is the one we all love to hate – call centres. Most people express very strong negative views about call centres when asked. When you probe further the picture gets more complex. People often only associate call centres with intrusive cold calls. Those call centres that are interfaced in a different way – some banking sites for example – score very highly for relevance, value and fit. This is a great example of really understanding your market and making sure that the product or offer closely fits what your customers really want – not what you want them to want!

Another group that business customers often deal with are professional service firms – lawyers, accountants and consultancy firms. What are the factors that make for a great customer experience here? Well it is generally to do with two factors. Firstly it is the quality, experience, expertise and knowledge of the professional staff who work with you. Just as important though, our research shows that the way we are handled as customers is just as important. Is it easy to get to talk to the right person? Do they always know what you’re trying to do? Are they sympathetic and conscientious?

Finally, what about a huge area of customer service – retail – shops, stores, supermarkets and hospitality – bars, pubs, restaurants, hotels etc. Good customer service here picks up on all three determinants that we have already identified. It brings together the vital importance of positioning – are your products and services aimed properly at the clients you are trying to attract? If they aren’t, then you will have a mismatch of expectation and unhappy customers. Get this right and you can exceed expectation and produce really satisfied clients. It also focuses on how we handle the client. How was it when we looked at your website to find our directions, check for opening times, see if you have certain items in stock, check out your facilities, see what other customers thought. What is it like when we enter your premises? How was the way we were followed up and asked our opinion on the service? Finally, what about the people? Were they trained properly? Were they up to the job? Were they well presented? Were they proud to work for you and to be your representative, your face to your customer?

So, we have a potent mix of three tests to see whether an organisation really is customer focused. Have they understood the market and positioned their offer properly, so that it works for you and exceeds what you expected? Have they got a wonderful customer journey that makes it a joy to work with them? And are their people the sort that you would love to have working for you – well trained, highly motivated, very professional, who are willing to go that extra mile?

We know that these three areas are the difference that makes the difference. What are your thoughts? Do you have any great examples of customer service and the way organisations make it a way of life throughout? Please let us know – we would love to share knowledge and work together in this vital area.

Remember, good companies choose great customers! Good luck.