YOU CAN BET YOUR BOTTOM DOLLAR ON WORLD-CLASS SERVICE

If you watch 24 hour television newscasts, go to the Internet, read a newspaper or news magazine, you will be inundated with messages chronicling the impact our troubled economy is having on individuals as well as businesses. As a business owner it may be tempting to improve the bottom line by reducing or eliminating  customer service overhead costs. I would argue that customer service is the last place you should cut costs if you truly want your business to thrive. Too often the very people who have the most interaction with our customers and who create the “wow” experience are not appreciated for the impact that they have on our business and are often poorly trained, poorly paid and even worse let go.

In these extremely competitive and difficult times it is essential for owners and top management to reexamine and recommit to the level of customer service provided by their companies. Customers’ perception of the level of service provided can mean the difference between loyalty to your product or service and their choice to take their business elsewhere.

Top executives and front line managers must commit to the goal of providing service that exceeds their customers’ expectations. To do so requires commitment first in mind and then in the internal systems and processes that drive the business. Customers want multiple channels in which they can transact business easily; the Internet, telephone and faxes are just a few examples.

Seek input from those in your company who have the most customer interaction and from people at every level in your company. Create a corporate mindset that instills the fact that the customer comes first, last and always. Hire people who can recognize opportunities to exceed customer expectations and who are helpful and friendly to customers and coworkers. Implement and measure customer service standards that all must adhere to when interacting with customers. Invest in and train customer care personnel consistently, so that they are empowered to serve customers and the company effectively. Use every possible venue to get feedback from your customers in order to see how they perceive the products and services that your company provides. Finally make changes to your customer service model when the need for change becomes apparent.

If you invest in customer service, your customers will invest in you and your company.

Otis M.Thornhill, President It’s Always Service, Corp. Office: (631) 864-6616 Email: omt753@msn.com Itsalwayservice.com

Mr.Thornhill has more than 25 years experience with executive customer service responsibilities in the telecommunications and insurance industries.