by Kirk W. Johnson

Created on: October 13, 2010

Good customer service is created by corporate culture.  While it is true that every business, even the most unpopular, has a shining star that provides excellent customer service, those companies that consistently provide superior service do so only because it is their culture.  This is done by education, expectation, and example.

The minute a new associate walks in the door, their education begins.  I was at the preparation for opening a new store and overheard the trainer talking with new cashiers.  The question was, "What do we do if the coupon is expired?" and the answer began, "I'm in the business of customer service...."  This tells the associate that no matter what the product is that passes the register, the focus of the store is customer service.  They are being educated from day one that they are there, not to ring up sales, but to provide excellent customer service.

Once the associate has been hired and trained and now is on the "front line", they must be held accountable for providing good service.  Almost every company talks about providing excellent service and listening to their customers, etc, but the good ones really mean it.  They mean it by including the expectation in every day interactions.  One company I know has a telephone script that every associate is expected to use every time they answer any phone call.  If the associate doesn't, it will earn them an hour long retraining class on the importance of using the approved script.  How many times do you think an associate fails to meet that expectation?  This type of action on the part of the company translates into a culture that promotes good service.

Lastly, service is improved and maintained by example.  New associates see how other associates act; associates see how supervisors act; and supervisors see how management acts.  All should be examples of good service.  Managers should be open and receptive to dealing with customers in a positive and appropriate manner and that example will be seen all the way down the line.  In addition, managers should understand that their underlings are also customers.  The minute that new associate comes through the door for the first time, they should be immediately welcomed, provided with all the tools they need (including uniforms, name tags, etc), and made to feel important.  Southwest Airlines, a leader in customer satisfaction, understands that happy and well-treated employees make for very happy and well-treated customers.  People who feel valued and valuable like their jobs better and thusly treat those they come in contact better.

Customer service is a culture that is learned by education and maintained by expectation and example.

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