by Barry Marcus

Created on: August 24, 2010

Everyone talks about customer service. Everyone has experienced bod customer service. Occasionally we are lucky enough to receive really good customer service. 

We all know good service when we see it. But what are the business qualities that constitute good customer service?  

Good customer service is not the preserve of the call centre or a good salesman. Everyone has spoken to a really helpful call-centre agent. The consultant has listed to the issues that you have had to face, and has done everything in her power to understand the problem and has put together a plan of action to get it resolved. But once you have ended the call, the customer service stops. The expected resolution does not happen in the 24 to 48 hours as promised and there is no way of speaking to the same consultant again. 

Customer service has to involve the entire organisation. The entire organisation must  have that philosophy of quality service. When every-one in the business knows that they are there simply to please the customer, then customer service takes shape. Businesses that have successfully embraced the philosophies of Total Quality Management (TQM) of Continuous Improvement are able to provide the customer with quality service. 

The process begins with the product or service being offered. When the goods and services being offered are free from defects, the customer does not need the call centre to sort out problems. There simply are no problems. The goods perform exactly as expected. The service if performed with perfection. Every person in the organisation is geared towards pleasing the customer. 

Many companies invest heavily in training the call centre consultants. The consultants become skilled listeners. They are able to calm an irate customer and they escalate the issues as needed. But the back office staff are simply doing a job. They are not trying to please the customer. The task is simply another job card. One in hundreds that are dealt with daily. 

Even in the best companies, things do go wrong from time to time. That is when after sales service comes into play. When things do go wrong, the attitude of the business and the way that the customer is treated play an important role in customer retention. The goods are repaired or the problem is rectified once. Action is quick and efficient. The staff listen attentively to the customer. If there is a delay, the customer is informed. 

Good after sales service is not enough

• 1
• 2
• Next Page >>