by Marianne Rittner-Holmes

Created on: June 13, 2010

After product or service quality, customer service is probably the most significant factor in delineating your business from another, creating an image that can either break your company or grow it into a strong organization.  It is your company’s personal signature which plays a role in whether someone buys something from you or your competitor.

Customer service is a catch phrase for how you, the business owner or representative, interact with and treat the people who buy your goods or services.  It can be good or bad, but please believe that customer service will be a deciding factor in the financial outcomes of your business.

By exploring the questions in these two guidelines, you will be able to capitalize on creating a more successful business by providing outstanding customer service:

1.  A Reflection of You

How your company interacts with its customers is a direct reflection on you and your company’s culture.  What messages do you send? 

 Do the sales people start from the premise of win-win in which the customer gets what he or she wants and the company makes a fair profit?  Or is the goal sales at any cost, customer be damned?  Do the team members honestly present the product to the customer?  Or do they coerce them or scare them into buying something that is not needed?  Do the representatives return phone calls and address concerns immediately?  Or do they tell the customer the sale is final and there is nothing they can do?  Are your employees empowered to be advocates for the customer?  Or are their hands tied in trying to be fair to a consumer in an unusual situation?

 If you want to project an image of excellent customer, then demonstrate it in your personal actions, include it in your company’s mission and vision statements, and reward that behavior among your employees.

2.  A Reflection of Whom You Hire

Hiring managers and location supervisors, beware which employees you allow to represent you to the public.  Really, this means be careful of EVERY employee you hire, because they ALL represent your company to the public. 

Your culture can be as fair and pro-consumer as possible, but will be torpedoed by a substandard employee who does not fit into your operation.  For all employees—especially the receptionist—do you know what qualities you are looking for when you list the job opening?  Do you check backgrounds and qualifications

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