At the heart of every business, there is a customer, so no matter what your business is one of your aspirations should be around customer satisfaction. The company strategy of service delivery should put the customer at the forefront of all decisions. I recall being in a workshop of some description many years ago, or was it a Brian Tracy audio book? Regardless, the question was asked, “Do you work in customer service?” and whether you like it or not, we all work in customer service. If you are not in a customer-facing role, you are supporting those that are, and in that situation, they are your customers. Provide good service to them and they can provide good service to the external customer.
The service or delivery model of an organisation needs to be aligned with what the organisation is aspiring to achieve. The company strategy is what links the aspiration and delivery. If the aspiration is to be an employer of choice, then it is important that the company has a strategy of paying in the high percentile of market salaries, offers flexible working arrangements and good employee benefits. If the aspiration is to be a low-cost provider, the company will not have expensive raw materials, high rent distribution centres and salaries alone will not attract the best people. There will need to be an investment in developing a good reputation in the market and treating their employees well so that they have more reason to stay than the salary.
It amazes me the amount of money we spend each year on attracting new customers. If we had treated the current ones better, we would not need new customers. Get clear on what you are offering in the market. You cannot be all things to all people, train your staff to over deliver to that market, ensure the repeat business and then build on that strong foundation. The key is having the employees to execute the strategy. Each time I am on hold in a call centre queue I wonder how much I can be valued as a customer if I must queue or worse still find the answer myself on a poorly designed website that astonishingly does not have a contact phone number.
Bernard Salt, one if Australia’s leading social commentators of “Smashed Avo” fame, wrote:
”…….saying you are customer focused while at the same time avoiding customer interactions are incompatible positions”
Treat your employees well and they will exceed customer expectations think about what you want to achieve in your business and build the service delivery around that. Do not expect employees to go above and beyond everyday but know that they will when they need to, if they feel valued and appreciated.
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