Some businesses master customer service very well, and others well, it’s sadly lacking. I saw this about both small and large businesses. I’ve seen some shocking customer service behaviours by large businesses, as much as small businesses. Here are some tips on how to get on the road to mastering your customer service, but first, I’m going to start with why this is important to your business, as I appreciate many people like to know why they should be doing something.
Why Does Customer Service Even Matter?
- A bad rep will cost you a potential business. Google, Facebook and online reviews make it super easy for customers to share with the world (literally) their dissatisfaction. Someone considering your business will pass you by if the reviews are bad. I personally don’t look too hard at good reviews; I tend to check out the bad reviews, and if there are heaps and the message is consistently the same, then I’ll move on.
- Great service means customers and clients will return time and time again. Upselling is so much easier. Selling to an existing customer is soooo much easier than trying to find a new one. Financially, it just makes sense to look after clients.
- A happy client pays quicker and doesn’t dispute bills (generally speaking) – so this helps your cash flow.
- A happy customer (just like an angry one) will share the word. On average, people know 2,000 other people; they won’t tell them all, but they will mention you, and especially if a friend or associate is looking for your product or service.
- Your team will have better morale – that means they will like working for your business. Staff have left employers because they are sick of being abused. High staff turnover costs a business in dollars.
- You will be less stressed and happier yourself; less dealing with problems means more dealing with quality delivery and getting more business on board.
How to Master Customer Service
Hopefully with the reasons above, I’ve got your attention and you’re keen to improve your customer service. Business coaching is often about solving problems before they even happen (ie being proactive, not reactive), so having good customer service practices reduces the problems.
- Have systems and processes in the business – and regularly train your team in these practices. If you’re consistently providing a quality product or service, then customers are naturally going to be happier. Having checklists means things don’t get forgotten, which means you’re likely doing a better job. A better job equates to a happier customer.
- Treat your customers in a respectful way. This might mean removing your shoes when you enter their home, or smiling and greeting them in a positive way either on the phone or in person. It means not swearing in front of them or being rude to them. Decades ago, I had one client who answered his phone, “Yeah, what do you want?”.
- Turn up on time! Or actually, I should say turn up – period. If you’re going to be late (or early), text the person and ensure that’s ok, don’t assume. Communication makes all the difference. When you text and say, “Sorry, just running 5 minutes late”, this removes the annoyance of someone being late, so when you do arrive, they are not cranky before you even say hello.
- Don’t make customers wait. The ATO is a classic. Expect to wait on the phone to speak to them for no less than 45 minutes. Is that good customer service? Or worse, there is a supplier I know who doesn’t have a business phone (or certainly keeps the number secret) and doesn’t allow you to email UNLESS you have an order number. If you’ve a question before placing an order, well, unless it’s on the website, forget communication. Particularly in retail and hospitality, you don’t have to hover, but once someone comes to the counter, be there to assist them, or at the very least, nod to them, or smile or say ‘Be with you in a moment’. In other words, acknowledge them.
- Give customers options. A great example is having FAQ pages on your website (so that the basic questions are already answered) or if you collect payments, have the option to do this online, as well as ringing to pay over the phone. Some people want to do it directly, but many are also very happy to do it online, at a time which suits them, which might be 5am or 10pm when you are not technically open.
- Keep your promises. When you say you will do something, write it down and make sure it happens. This tells your clients that you can be trusted and your word is good. Broken promises in no way speak good customer service.
- When your customer tells you something or asks for something, listen to them. If you can’t do it, then communicate that, but at first listen. If you don’t understand something, then rather than assume, ask them. Questions show you are actually listening.
- Especially when it comes to complaints (and every business owner gets them), you need to firstly listen, see it from their perspective (rather than thinking about your excuses) and then work with them to resolve it. Apologise. It’s not hard to say in a genuine and earnest manner, “I’m so sorry I missed that. You’re right, it needs to happen – I’ll get onto it today”.
- Always action any corrections, problems or rectifications in a quick and prompt manner. Some businesses put ‘fixes’ at the end of the line, but really, they should occur first. A complaint or problem which is resolved in a timely manner can turn a cranky customer into a raving fan.
- At the end of a project or job, check in with the customer and ensure they are happy. If not, find out what needs correcting and do it promptly. This means they are happy, you get paid the final balance on time and there are no nasty reviews online.
- Train your team – and give them authority. One of the biggest aspects of customer service is ensuring your team know your corporate ethos and get customer service training. However, it goes beyond this. They need to know your products and services very well, plus have the authority to make some decisions, rather than always reverting back to the boss.
When it comes to customer service, this starts with you, the business owner. If you treat customers poorly, curse them under your breath and have a less than pleasant manner, then don’t be surprised that your team have poor customer service habits. It’s up to you to treat your team and your clients with respect and in a manner which keeps them coming back time and time again and not looking for greener pastures elsewhere. This goes for staff too. If you retain good staff, then they, in turn, help you to retain good clients and customers.
As an experienced business coach, I should point out that there is such a thing as over-servicing your clients or customers. I don’t see it a lot, but it does occur. Too much free support, or spending too much time on doing something perfectly can mean you’re not covering your costs, and the profit isn’t there. This is why customer service is a balance. You need to do a great job, but not spend so much more time on the task that you’re losing money. Find your balance, get the levels right and provide great customer service that is sustainable.
If you need any assistance with this, or any aspect of business – reach out to me for a complimentary sample coaching session here which includes a free business analysis. This provides an excellent example of how a typical coaching session occurs and what you can expect. It runs for 30 minutes and is not half an hour of me doing the hard sell – I promise. I’ll give you practical tips and ideas you can take away with you. Make a change; reach out today.
