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"Wake Up and Smell the Competition—
The Customer Has a Choice!"

By Christine Corelli
The "Sales-Service Excellence" Expert

Competition has always been tough, but today, competitionis fierce. There are higher customer expectations, more price comparing, and that old "price is too high" issue that must be overcome. As a result, today's customer has become more demanding than ever. And, if you cannot provide what they want, how they want it, as fast as they want it, and at the price they're willing to pay for it, they'll simply go to your competitor. That's the cold hard truth.

How do you compete in this environment? You must add VALUE by providing quality customer service, product support, and state of the art expertise in what you offer. You must also have an innate ability to develop strong customer relationships. Most important, you must find cutting-edge solutions to any customer service problems that may exist. All of these are crucial to the success of your company, if not your very survival. Indeed, you must provide a higher level of service than your competitors in every aspect of doing business with them. And, each customer encounter must be a positive experience. If it is not, they will obtain your services once, and only once.

Below are methods to help you win-over today's tough customers. . .

Focus on the Voice of the Customer and LISTEN
Are you in tune with your customers? Do you truly listen to them? Listening is the only means by which you can learn what their concerns really are. Remember: Customers need you to listen to THEIR concerns. They want to make sure that you understand THEIR needs, priorities and expectations. If you don't listen, they'll find someone who does. ASK what is important to them. Ask how they are doing. Ask if there's anything more you can do for them. Ask, and listen--the two keys required if you want to demonstrate that you care.

Everyone is in Sales
Whether you want to admit it or not, everyone in your organization must recognize they are "in sales." Your customers are constantly evaluating you, and everyone else in your company. Therefore, any time they interact with your people, it is imperative that every person demonstrates care and concern.

Everything you and others say and do has an effect on customer. If you don't say and do the right things you can destroy the reputation of your company, as well as your relationship with your relationship with your customers. Everyone must understand the importance of providing exceptional service, and consistently act as ambassadors who promote goodwill. They must realize that the customer is the person who creates and sustains their job. Every current and potential customer should be treated as if they were Stradivarius violins--valuable, and handled with delicacy.

Here are steps you can take that will help you create a service excellence culture.

1. Sit down with your team and involve everyone in creating "guiding principles" for your office that require everyone to uphold core values of honesty, professionalism, ethics, integrity, caring, health, respect for others, and other values that are important to you.

Then create specific examples of how you will treat customers, and EACH OTHER.

For example:

• "When a customer phones we will greet them in an upbeat manner, we will use a warm and cooperative tone of voice."
  
  
• "We will address them by name."
  
  
• "If they have a complaint, or a problem, we will immediately address the problem."
  
  
• "We will treat every person who walks through the door with importance."
  
  
• "We will be supportive of each other, and be responsible and accountable to each other not only for our performance, but for our attitude."
  
  
• "We will cooperate with each other to the best of our ability."
  
  
• "As a team, we will strive to find cutting-edge solutions to any service problems which may exist."
  
  
• "We will be proactive in preventing problems."
  
  

Create a list of effective words and phrases to use in your daily interaction with customers.

Here are some good examples:

• "Good morning John, how can I help you today?"
  
  
• "May I please put you on hold a moment? Thanks for waiting."
  
  
• "It's my pleasure..."
  
  
• "No problem. I'm happy to do it for you."
  
  
• "I apologize this happened. Let me fix this immediately."
  
  
• "Is there anything more I can do for you today?"
  
  
• "Thank you so much for your business, Mr. Jones."

Work with your people to create additional words and phrases that display caring and professionalism. Duplicate it, and make sure each person has one on their desk to keep until they are memorized. Keep this in mind--people tend to promote what they help to create. When everyone in your organization is involved in creating a service excellence culture, you may find that everyone will tend to promote and adhere to what they have helped to create--provided that YOU walk-the talk.

2. Create a written customer care policy with your staff and adhere to it. Discuss it on a regular basis, as opportunities arise.

3. What gets measured gets attention. Set up a system for customer care measurement. Include retention rates, satisfaction rates and number of complaints. Record situations where you EXCEEDED customer expectations, and think about new ways you can continue to exceed expectations in the future. At first, it may seem time consuming to do this, but you'll be pleased how this will pay off. So use the combined brainpower of your people to determine what measures are important to your company and make a commitment to improve them.

4. Set the example for customer service excellence, and provide service excellence to your associates by treating them with respect. It's only right, for if you don't treat your staff well, how can you expect them to treat your customers well? Mark Twain said, "Always do what's right. It'll astound some people, and gratify the rest." Remember, when a customer calls or walks through your door, your people are a reflection of how they are treated by YOU.

5. Ask for cooperation, it can make a real difference. Remember that cooperation is not always something that is given; it is earned, just as you must earn the loyalty of your customers. Treat each person in your company as well and respectful as you would your biggest customer. Strive to develop strong relationships with everyone. Working in a place where a spirit of cooperation exists will help establish a service excellence environment. You and your entire company can then serve customers and each other well; and, hopefully have some fun doing it.

6. Develop an obsession for being the best you can be with every customer. Treat everyone within your company the same. If you are committed to providing service excellence both within, and outside your company, the rewards will be yours--both your customers and your people will stick with you.

7. Make your people feel they are working WITH you, and not FOR you. If you display dynamic leadership, and are loyal to your employees, your people will work hard to help you retain customers and establish customer loyalty.

©Copyright 2003 - Christine Corelli & Associates, Inc.