Posted on August 26, 2024 by Danny Snow
The main focus in our customer service training programs is that if you are going to truly stand out in today’s marketplace, the best way to achieve this goal is by focusing on the experience that you deliver to your customers.
The world is full of companies that sell the same (or at least very similar) products that you do and offer the same type of services. You might charge higher or lower prices but the end product doesn’t vary much from company to company.
So why would a customer be willing to pay more for your services, or travel a further distance to visit you instead of doing business with someone closer or less expensive?
Think about your favorite companies that you do business with on a regular basis. If I had to guess, there are likely several other similar companies around you that you could just as easily go to, yet more often than not you’ll go out of your way to visit your preferred companies.
When I think about one of my favorite sushi restaurants, we don’t go there because the sushi is better than the ten other local sushi places. We go there because the sushi IS great, but also because the server, Michelle, turned us into raving fans by the experience she has continually provided us every time we visit.
You can read another blog post that goes into more detail about our experiences here, https://snowassociates.com/blog/the-simple-secret-to-customer-delight.
Why is it that some companies earn that preferred status while thousands of others are ignored?
Those go-to companies understand how crucial it is to build strong customer relationships and they have built a culture designed to wow their customers and keep them coming back.
These are five qualities that I believe define good customer service. Gaining an understanding of these fundamental traits will help your business enhance every customer interaction and in turn, build a loyal fanbase.
A positive attitude has the ability to significantly influence the outcome of a customer interaction. The friendly greeting when welcoming a customer to your store or over the phone sets the tone for the experience. That enthusiasm and warm spirit are reassuring and oftentimes create an overall positive experience even when dealing with complaints or issues.
One question that we often receive during our training sessions is, “What if we just can’t help them solve the problem or do what they’re asking of us?” And sometimes, that’s the reality of the situation. There might be regulatory or legal reasons why you can’t do something. At the very least, make it clear to your customer that you tried. If I believe you exhausted every option to help me, although I’m still likely to be frustrated, I leave with a better feeling than if you just shrug and say, “There’s nothing I can do.”
Patience is an amazing quality for life in general but certainly for anyone in a customer service role. Building on the previous quality (positive attitude), we oftentimes run into challenges with our customers that require our focus for extended periods of time. To make it even more challenging, we have a lot of other tasks to complete or other customers that need attention.
Call centers sometimes make the error of focusing only on financial goals for their employees to get through as many calls as possible in a day. This setup rewards them for getting off the phone with you as quickly as possible or even disconnecting the call if it takes too long to reach a solution. Yes, efficiency is important, but so is the quality of the experience.
How valued do you feel when you’re rushed off the phone or your problems are brushed off as less important than the tasks the employee is trying to complete?
A patient customer service representative takes the time to engage with customers and truly listens to understand their needs or issues without rushing to a solution. This approach accomplishes two things. First, this ensures that your customer gets the right product or service they need or accurately addresses their problem. Second, by taking your time your customer feels valued and respected. This only increases the chances they’ll come back to do business with you again.
Great customer service requires a level of human connection. By understanding who your customers are as well as their emotions, you can understand their needs.
Understanding and sharing the feelings of customers can significantly impact the interaction.
This can be achieved in a rather simple way. Look at the experience of doing business with your company through the lens of the person that you serve. What emotional components are needed to connect with your customer?
When I worked at Disney, I saw people having the time of their lives. I also saw people who were angry and stressed, as they had saved for years for this trip only to have it rain while they were visiting the parks, or their favorite rides were broken down. And everything in between.
Each guest required a unique response based on their needs at that moment. We weren’t able to get it right every time and that’s going to be true no matter what. There is no such thing as a perfect company. But I will say that Disney gets it right more often than most. I've detailed my experience with handling customer emotions at Disney in a previous post, https://snowassociates.com/blog/customer-service-is-rocket-science.
The key concept to understand here is that when customers feel that their emotions are acknowledged and validated, it builds trust and creates a positive experience.
Every detail, big or small, is communicating something to your customers about you and about your organization. So the question is, what are the details saying?
The physical environment: In a business with a physical location, the physical environment speaks volumes about the level of care and professionalism. If a customer is walking up to your store and there are burned-out lightbulbs around the store or on the store sign, or garbage all over the ground, that’s a big red flag as to the experience they’re about to receive. This applies to your website as well. Does it look professional? Do you have a consistent look across your website and social channels? Websites littered with spelling and grammatical errors won't inspire confidence in your customers. If we can't get the little things right, why would they trust us with the big things?
The first impression with a customer is crucial and ensuring that the physical space is clean, organized, and inviting goes a long way to projecting a sense of professionalism and instills confidence in the minds of your customers.
Attitudinal Details: Have you ever walked into a store only to have a couple of employees ignore you while they finish their conversation? Or, how about an employee who finishes their phone call or text message before looking up to acknowledge your existence? Or being the recipient of curt email or text. In those moments, we feel more like an unwanted distraction as opposed to a welcomed customer.
Body language, tone of voice, and willingness to help all contribute to the experience you are working to deliver. As mentioned earlier, a positive, enthusiastic attitude will go a long way toward making your customers feel valued and they’ll want to look for opportunities to return and do business with you again.
When every detail speaks the language of excellence, customers will notice.
"Approach each customer with the idea of helping them to solve a problem or achieve a goal, not just selling a product or service." -Brian Tracy, best-selling author and motivational speaker
Effective problem-solving is at the heart of excellent customer service. When customers reach out (whether it’s the initial inquiry or after a purchase), they’re looking for solutions to their problems, not just products. As the saying goes, "Customers don't need a half-inch drill bit; they need a half-inch hole."
World-class organizations know the importance of focusing on solving the customer's actual problem rather than simply selling them a product.
It's crucial to truly hear what the customer is saying and to understand their concerns and needs. By doing so, you increase the likelihood that you are addressing the core issue rather than just the symptoms.
Once you fully understand the customer’s problem, the next step is to recommend the right product or service to meet their needs. If you’re truly going to convert this customer to one who becomes a loyal fan, don’t just recommend the most expensive option because it’s good for your commission or your bottom line. Make sure you’re recommending the best option to address their problem.
Ensuring the solution genuinely benefits the customer will build trust and satisfaction.
If and when problems do arise, resolve them quickly and generously. This way, the service is what is remembered in the long run, not the problem itself.
By focusing on the actual needs of your customers, listening carefully, providing the right solutions, and resolving issues swiftly, you can enhance your problem-solving skills and deliver exceptional customer service. Always keep in mind that every interaction is an opportunity to create a memorable experience.
Final Thoughts
Exceptional customer service is built on a foundation of key qualities that, when combined, create a powerful and memorable experience for your customers.
If you can incorporate these five principles into your service, you will transform ordinary customer interactions into extraordinary ones.
In a marketplace where products and services are highly commoditized, it is the experience you deliver that sets you apart. Studies continually show and we know from personal experience that customers are willing to travel further, pay more, and remain loyal when they feel genuinely valued and understood.
Danny Snow is a customer experience expert as well as a keynote speaker. You can connect with Danny on LinkedIn or email him at danny@snowassociates.com. You can also find additional articles from Danny at https://snowassociates.com/blog.