Big Hearted Telephone Customer Service

EMOTIONS AND CUSTOMERS

Why is there a need for another book on Customer Service? Because many companies are suffering from a case of corporate alexithymia!

“Big Hearted Telephone Customer Service – 6 practical steps for great telephone Customer Service” has been written by Graeme Marks.

The book can be ordered through the Callcentres.net bookstore. Click on this link http://www.callcentres.net/CALLCENTRES/LIVE/me.get?SITE.sectionshow&CALL392. The book is $24.95 AUD plus postage within Australia. 

Marketing guru – Barry Urquhart in writing the foreword says, “Certain service fundamentals are not readily and reliably quantifiable, including respect, emotion and attitudes.  It is these will most contribute to consumer contentment.”

He’s spot on! If people understand the emotions of their customers they will have a much greater chance of return business when customers remember the experience. Customer Service is really all about selling and sales. Customers will always remember the sales experience – good and bad. Make sure customers have good experiences to remember. A customer’s memory is found in their heart not their brain!

So then, why is so much Customer Service today delivered from the head rather than recognising that people buy with their hearts? Because we’ve forgotten that it’s those great experiences that keep them coming back. Why do you keep going back to your favourite restaurant – because the food fills you up or is nourishing? No! You keep going back because of the emotional experience – you enjoy it!

Many people today involved in Customer Service (and Sales) miss this point. When we get off the phone or leave the store, how do we feel? Are we glad it’s over or are we looking forward to the next time we contact that organisation?

By and large Customer Service in Australia is not bad. That doesn’t mean it’s good! It means that it’s just “not bad” – it’s mediocre! The funny thing is that we’re all customers too when we ring our telephone company or our insurance company. We know what it’s like so we should be really good at it. Why aren’t we?

Here’s an interesting question, “What’s the biggest bug bear in dealing with companies in Australia over the phone today”. The answers are most likely to be:-

1. Waiting in a “priority” queue (whatever that means)
2. Getting through to the right person because of all the levels of IVR (press 1 for this, 2 for that)
3. Speech recognition that still doesn’t work or has so many checks that you’ve said the right words it gets frustrating
4. Lack of follow up on promises.

All of the above assumes that the decision makers understand emotions, Customer Service and competitive advantage. The problem sometimes exists in having a Customer Service department. If we have a whole department dedicated to Customer Service why does the management team need to get involved? Company policies can cripple a front line person’s attempt to provide great Customer Service. I know of a company where an accounts clerk contacted customers and told them that they can’t order anything because they’re “on credit hold”. The sales department knew nothing about it! Is that a Customer Service disaster – it’s a really a sales disaster! People can follow all the tips and advice in my book but if the company’s policies and procedures let the front line people down, they will soon become discouraged and withdraw their emotional labour.

Sometimes things go wrong. The world is not perfect. But often it’s the lack of communication that is one of the most frustrating things. Companies need to get this right. Tell us what’s happening. How often do we find that we have to stay in all day to receive the new ‘fridge because the company can’t tell us when the delivery will be and then the delivery doesn’t arrive anyway!!  Often Customer Service is considered a cost to the business. Companies need to realise that good service is a competitive advantage. Charge more for delivery but guarantee a delivery window. Put your price up. Add value!

If companies are truly going to have a competitive advantage they need to review their company’s Customer Service policies regularly. Are they anti-customer or pro-customer? Can you really afford to upset 20% of your customers? What do you customer satisfaction surveys really tell you? Are you asking the right questions? When did you last conduct a review of your Customer Service policies? Do you have Customer Service policies? Most Customer Service policies never get reviewed. They just sit there unchallenged and unchanged for years.

“Big Hearted Telephone Customer Service” has practical tips for everyone – Large companies, SME’s and individuals. Simple tips like how to leave a voicemail message which doesn’t have to be listened to 2 & 3 times to get the number. It’s a return to good ‘ol fashion telephone manners so that we finish the call and everyone, including the company employee, feels good. But it is sustainable if Customer Service policies and procedures don’t change to compete in markets where margins are becoming tighter and price is no longer the major discriminator of competitive advantage.

How will your Customer Service be this year?

The book can be ordered through the Callcentres.net bookstore.

Click on this link http://www.callcentres.net/CALLCENTRES/LIVE/me.get?SITE.sectionshow&CALL392. The book is $24.95 AUD plus postage within Australia.

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