Customer Service Creed

When the customer wins, you also win

The importance of focusing on customer needs, wants, and desires is a key theme in every seminar and keynote speech I give.

I have long advocated that too many businesses are being run in the pursuit of short-term shareholder value (i.e. share price) and not in the pursuit of long-term shareholder value through solving customer problems profitably and from developing long-term customer loyalty.

Now that a significant portion of the global economy is undergoing a slow (or negative) growth phase, the solitary pursuit by senior executives in trying to constantly push the share price higher and higher is coming home to scorch them.

The best way to create long-term shareholder value is to create and keep good customers.

In order to develop strong customer retention strategies, you need to have an organization-wide customer service creed in place.

Here’s a generic Customer Service Creed that you might be able to adapt for your own purposes:

Every employee has customers, either internal or external (or both). Everyone in the organization must walk the talk during every customer point of interaction.

Treat all employees as special, just as you would treat all customers as special. How you treat your staff is mirrored in the way they treat your customers.

Empower employees who are engaged in regular contact with external customers to make decisions. Establish relaxed levels of authority and alternate chain of commands. Not all decisions should, or need to, come to managers. Trust your staff, having given them appropriate guidelines to work within.

Customer service does not end when the customer has paid for the product and taken it home. Customer service must continue after the sale, just as it must come before the sale.

Allow the customer to talk. Look at them. Be interested in them. Summarize what they are saying. Treat each customer as a unique individual with individual needs, wants, and desires and never as someone who is making the same request you have heard before.

To the customer, each individual they interact with is the organization. Eliminate the “we/they” thinking. Success comes when you think of the word “us” when dealing with customers.

It is much easier to create a positive impression than to erase or correct a negative one.

Let the customer win. Then you both win.

Your competition is anyone the customer compares you with.

Reward, recognize, and celebrate your customer service successes. This creates momentum for future success stories.

To win today’s marketing battles, you might want to consider creating and publicizing, both internally and externally, your own Customer Service Creed.

And remember, when the customer wins, you also win!

 

KEY POINT #1:  in order to develop strong customer retention strategies, you need to have an organization-wide customer service creed in place.

KEY POINT #2: when the customer wins, you also win!

TAKING ACTION:  do you treat employees as special? Is how your organization treats its own staff reflected in the ways your staff treat customers?

What impressions of your organization do your customers take away with them after each and EVERY interaction with your organization?

How can you eliminate the “we/they” thinking between your staff and your customers?

This article is partially excerpted from the book The Best of the Monday Morning Marketing Memo, available in paperback and Kindle formats at Amazon.

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