Are you providing customer-focused service?
This guest post today is by Bill Hogg, www.billhogg.ca
Recently I had to go to a local collision repair shop for an estimate for some repair work on my car. I was sent to this particular shop by my insurance company for a quote, but was told I could have the actual repair done at any accredited collision repair shop.
The first thing I noticed was a sign on the back wall that stated “Quality starts with great service”. I was greeted quickly by the receptionist who took some basic information and then asked me to take a seat indicating an estimator would be right with me.
Well, I sat for 5 minutes watching 2 people sitting at desks working away at their computers. One of them took a phone call and the second commented to the receptionist that she would be awhile. At no time did either acknowledge me.
Suddenly the one who took the phone call stood up and indicated that I should follow him outside to my car. I guess he was one of the estimators.
After asking me some questions and taking some pictures, we returned to his desk where he filled out the forms on the computer and after 10 minutes printed out the sheets and handed them to me. The whole time I sat at his desk, he said not 1 word to me.
So what should I think about the quality of this organization? What do we learn from this example?
They did a good job of setting expectations with their sign. The receptionist was friendly and efficient. But then the problems start to show.
Here are some simple things that I think would have gone a long way to improving the customer experience.
1. Telling me that the 2 estimators were currently finishing a claim and giving me an indication of my wait time would have gone a long way.
2. If the estimator spoke to me rather than the receptionist (I was actually closer) it would have made me feel like a valued customer versus just an inconvenience that needed to be dealt with.
3. Introducing themselves when they asked me to come outside to do the estimate.
4. Explaining what the estimator was doing on the computer would have made me feel part of the process instead of an bystander.
As a result of this experience, I will probably take my business elsewhere rather than dealing with this company in spite of the fact they had been specifically referred by the insurance company as a trusted supplier.
The funny thing is, they already had me in their shop and there would have been no cost to displaying some simple customer service behaviours. No one rude or treated me badly, yet, the poor customer service pushed me away.
Too often we get so busy that we forget the simple things. None of things mentioned would have cost either time or money, yet because they were forgotten, they lost a $3,000 repair bill.
Something to think about.
Bill Hogg works with clients to help activate a “customer-focused” culture that helps employees embrace the brand promise and deliver an intentional Branded Customer Experience (BCE) — internally and externally.
As well, he is a very passionate and enthusiastic speaker on the importance of a customer-focused culture, either as a guest speaker or acting as a facilitator of a group discussion/workshop.
Great article, Bill! Customer appreciation is something I am also very passionate about.
I recently read, “Be Our Guest”, which is about how the Disney Co. does its “magic”. I’ve read a lot of business books, but this one totally transformed how I view customer “service” and customer appreciation.
These days, there are not so many companies that really grasp this or empower their employees with this mindset.
Those that do, however, will soar above their competition.
I recently went to a Chinese szechuan restaurant , food was about the same as most others, service was friendly, just like a lot of others, however at the end of the meal our server came with hot towels, before they gave us the bill.Tthat puts them a cut above others that that serve similiar cusine, you can guess whose getting the business next time we want szechuan. It’s the personal touches, that provide the cutting edge.
Patty – I’ll have to pick up that book, thanks.
Maria – I think we can all learn a thing or two from Disney. 🙂
Karlla – I can see what you mean, I love having something a little extra than the norm when going out. It’s a great example to what we can do in our own business.
Great reality check, for everyone in business. The focus in service must be about the customer, to keep building relationships.
Maria Reyes-McDavis
Marketing Masters Guide
I can relate exactly to the situation – my experience was at a “past” car dealership. The service was simply appalling – so much so it was almost a comedy. I was so outraged, I demanded to talk to the owner in the service bay, where I proceeded to point out their flowing 30 ft banners extolling their recently received Customer Service Awards and barked at him-
“Don’t tell me you characters actually earned those awards – you simply bought them from a sign shop – RIGHT?!”
To me service IS everything. I enjoy receiving it and my customer enjoy getting it. It’s not rocket science, it’s not new – it’s simple human nature. Disney gets it more than anyone. If there is one thing that makes a personal AND corporate brand shine like a brand new penny, it has got to be service.
[quote]Patty – I’ll have to pick up that book, thanks. [/quote]
You’re very welcome. The funny thing is that I actually bought the book while we were at Disney this past may. It was in only one of the gift shops that we visited and I have no idea what compelled me to pick it up.
I read the entire book on the flight home. While I’ve always valued service, “Be Our Guest totally launched a whole new way of thinking even beyond service.
“Be Our Guest” sounds like a great book to own. I’ve ordered my copy.
Two other books I’ve found to be very helpful in leading our business are:
“The Power of Focus” by Jack Canfield, Mark Victor Hansen, Les Hewitt and
“Customer Satisfaction is Worthless. Customer Loyalty is Priceless” by Jettrey Gitomer
“The Power of Focus” shows that if you really want something bad enough (loose weight, quit smoking, provide great customer service), you have to focus on (and work hard at) making it happen. Great customer service doesn’t come to a business by nature, nor by purchasing a sign. Those companies that provide great service, focus on it and work hard everyday at making customer service a top priority. I recommend reading this book first.
“Customer Satisfaction is Worthless…” bluntly shouts that all customers today expect to be satisfied, but what keeps customers coming back to your business is customer loyalty. If you believe your customer service is good to great, reading this book will make you squirm. It does me. If you’re NOT serious about focusing on developing loyal customers… don’t spend the money.
In our business, we’re far from doing it right. I thought our customer service was pretty good, until I read (re-read) Jeffery Gitomer’s book. Now I know we have a long way to go, however, we’re now focused as a company on getting there. It has become a lifelong challenge.
My closing thought. I find I can relate customer service with the game of golf. A lot of people play it, a lot of people don’t. Some people just play it for fun, some are good at it, some are just plain bad… others like Tiger Woods, are never satisfied and always working to get better.
If you are looking for great books on Customer Service, 2 others you should be aware of are Raving Fans and Customer Mania — both from the Ken Blanchard franchise.