Examine the businesses and companies that have achieved truly remarkable accomplishments. Enterprises such as Disneyland, McDonald’s, and Singapore Airlines have established prominent reputations by providing exceptional service.
Although these are examples of large corporations, numerous small businesses also exceed customer expectations, delighting them in the process. The goal is not merely to satisfy but to delight! Delighted customers will discuss your business with their friends and acquaintances.
If you question the value of delivering exceptional customer service, consider the extent to which business is obtained through word of mouth. Every enterprise depends on referrals, so the essential query is, ‘How can I encourage more people to refer my business?’
The most straightforward and cost-effective method is to impress your customers to such a degree that they become advocates for your company. Achieve this by delighting them with your customer service. Service that promotes conversation about your business equates to free publicity and costs approximately the same to provide exceptional service as it does to offer ordinary service.
Service Standards
Businesses that have made a name for themselves and achieved remarkable growth are those with exceptional performance or service standards. They consistently deliver more than the expected level of service, often surpassing their standards.
Consider McDonald’s as an example. Their service standards – clean premises, well-presented team members in uniforms, incredibly fast service, and consistent products – render them a prominent figure in the fast-food industry. McDonald’s has built an incredible empire based on one key factor: service. Although they may not offer the best hamburgers globally, their service is undeniably exceptional. Customers know what to expect every time. However, not every business can be McDonald’s, or can it?
So, how can this be achieved in your own business? First and foremost, you must think outside the box. Do not merely consider offering clients something that already falls within the scope of your business. Surprise your clients by doing the unexpected.
Developing a Service ‘Culture’
It is insufficient to pay lip service to customer service; it must permeate every aspect of your business. It has to become part of your culture and flow through all components of your enterprise. It is not enough to offer customer treats, specials, or gifts if your telephone skills are subpar. One negative experience with your business can destroy a customer relationship cultivated over months.
Customer Service Areas
Customer service should permeate every facet of your business. Reflect on the following areas of your enterprise:
PRODUCT/SERVICE
Examine your products. Do they surpass the expectations of your customers in terms of quality? How do they differ from your competitors' products, or how can you distinguish them further? If you believe this is unattainable, reconsider your perspective. Contemplate your presentation. How can you deliver your product in a manner that distinguishes it from others?
Is it possible to deliver your product more rapidly than your competitors? Can you present it more appealingly, accompanied by a gift, or in a way that delights your customers? Can you improve the delivery method? Can you astonish customers with expedited delivery or by altering the presentation of your product or service?
ON THE TELEPHONE
The telephone is a crucial instrument in your business, and the manner in which your company handles calls can significantly influence relationships with your customers.
Discover how to optimise the telephone for your benefit. To achieve this, you must develop a process that results in your customers being delighted by your telephone system. Consider how your business welcomes customers. Do your staff introduce themselves, smile, and listen attentively to the customer? Do your customers enjoy calling your company? When a customer encounters an issue, are they transferred from one person to another as the responsibility is continually passed along, or do they liaise with a single individual who addresses the matter until it is resolved?
Reflect upon the duration customers must wait on hold and the content they may be listening to during this time. Additionally, contemplate your general telephone etiquette. A substantial amount of business is conducted via telephone in the present day, and this is likely to increase in the future. How can you ensure your customers feel delighted when they contact your business?
FACE-TO-FACE WITH CUSTOMERS
This domain presents an excellent opportunity for you and your team to deliver exceptional service. What steps can you take to ensure your business truly stands out? It need not be grandiose, costly, or extravagant. The key is to make it distinctive and extraordinary. Moreover, do not underestimate the value of enjoyment in business. Reflect upon instances when you, as a customer, have been delighted by the service provided.
DELIVERY
Delivery is paramount, whether it pertains to a product or a service. How does your delivery measure up within your market? Can you enhance its speed, convenience for your customer, or memorability? It is invariably preferable to under-promise and over-deliver.
Disneyland serves as an excellent example of this principle. For those who have visited, they are aware that much of the day is spent queuing for rides and attractions. Along the queue, signs indicate the wait time from various points. Remarkably, the actual wait time always appears to be shorter! Indeed, it is. If you find yourself at the 30-minute point, you will typically reach the ride within approximately 20 minutes. People genuinely appreciate this aspect. They revel in receiving more than they expect. How can you apply this approach to your clients? How can you deliver beyond their expectations?
FOLLOW-UPS
How often does a business follow up with you after a purchase? More often than not, either you or someone you know will require that product or service again. Bear in mind that customers never cease purchasing; it is businesses that cease selling! Maintaining communication is crucial, and businesses that consistently engage in this practice boast an exceptionally high customer retention rate. What measures can you take to follow up with your customers? Do you inquire about their satisfaction with their purchase? Do you dispatch follow-up cards, birthday cards, or "celebrating one-year with us" cards? One car dealer sends a birthday card to the car's purchaser, addressed to the car itself. Unusual? Certainly. Effective? Undoubtedly. Will these individuals return when they next require a new car? Not always, but for the meagre cost of postage and a card per annum, perhaps £2.00, the dealer enjoys significantly more repeat business than the average car dealer. Staying in touch will ensure the customer's return. Adding a touch of fun or flair will not only bring them back but also entice them to bring friends along.
If you have delivered exceptional service and furnished the customer with all the necessary information and specifications about your product, requesting the order and anticipating the sale becomes much easier.
Your action plan for delivering exceptional service should include the following:
- Service Standards
- Developing a Service Culture
- Actions in each of the Customer Service Area i.e. product, service, telephone, face-to-face, delivery and follow-up
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IMPORTANT NOTICE
Information contained in this document constitutes general comments only for the purposes of education, and is not intended to constitute or convey specific advice. Clients should not act solely on the basis of the material contained in this document. Also, be aware that changes in relevant legislation may occur following publication of this document. Therefore, we recommend that formal advice be obtained before taking any action on matters covered by this document. This document is issued as a guide for clients only, and for their private information. Therefore, it should be regarded as confidential, and should not be made available to any other person without our prior written approval.