In today’s society, one of the best ways a company can be successful is to provide great customer service. But, is that really enough? Working in customer service goes deeper than just ensuring it is “good.” We want to make sure that we deliver a value to the customer through our services or products. Some of the best companies worldwide have developed a culture within the organization around the value they deliver to their clients; companies such as Apple, Ritz-Carlton, Disney, Amazon, and the list goes on and on. So, how should companies go about creating a culture focused on delivering value to clients?
- Customer knowledge. As you build your book of business, really get to know your customers and especially their expectations of you. A lot of the times we deliver our services but forget to check if they align with the expectations from our customers.
- Create a customer service strategy. Often different segments of an organization aren’t aware of the company’s strategy or their understanding of it doesn’t align with the company’s. Therefore, creating a customer service strategy focused on delivering value to customers and spreading it throughout the whole organization will allow for consistency.
- Listen to your employees. The employees are on the frontline of daily customer interaction. Therefore, they may have customer insights that could be valuable for your customer knowledge. It will also provide a framework of ways to develop your customer service strategy.
- Loyalty. Don’t say you’re going to contact a customer in a week and then never contact them. Follow through with your promises and check up on customers regularly. What this does is it creates loyalty which means that you have provided a level of customer service that has exceeded expectations.
Not only will these actions steps result in higher customer satisfaction, but it will also greatly differentiate your business from companies who simply “deliver” their services or products.