Are we being served? According to the Institute of Customer Service (ICS) the answer is ‘yes’ and ‘no’.
Twice a year the ICS conducts a survey into the state of customer satisfaction across the UK – and, according to its latest findings, some of the worst performers have pulled up their socks, though many companies could still do better.
It shows, too, that even those that have consistently delivered great service to customers need to stay on their toes and adapt to rapidly changing technologies and shifting customer expectations, if they are to stay at the top of their game.
So what makes for a great experience, one that will have customers coming back time and again and raving about your Customer Services on Facebook and tumblr?
Well in the hospitality industry it starts with the ‘meet and greet’, that one-off opportunity to make a great first impression.
Good hotels spend time training their staff on how to do this effectively. It is all about making guests feel so welcome they think they’ve pitched up at a small patch of paradise.
“You’ve got an allergy to anchovies and olives? No problem, Madame, we’ll tell the chef to leave them out. Oh, and we’ve put you in an east-facing room so that your slippers are pre-warmed by the morning sun, just the way you like them.”
Great hotels already treat their guests this way.
In fact, Spencer Tracy quipped that when he died he wanted to go, not to Heaven, but to Claridge’s in Mayfair.
Many famous companies have built their brands on giving their customers more than they thought they were signing up for.
Not for nothing has ‘Rolls Royce service’ become the by-word for excellence.
And, for all its years afloat, the QE2 was the Queen of the high seas, indulging passengers whims as it plied the choppy waters between Southampton and New York.
But luxury is one thing; what level of service should be expected when we are simply shopping for mobile phones or internet providers?
A lot more than we are frequently getting, according to Joanna Causon, Chief Executive of the ICS – and, crucially, it is the point at which things go wrong that sorts the saints from the sinners.
Deal with a complaint promptly and politely and you’ll have customers raving about your service. Mishandle the problem and they’ll broadcast the facts online as fast as they can say ‘tweet!’
Many companies really want to improve their rating in this all-important bi-annual survey, pushing their customer satisfaction level to nine or even 10 out of 10 – incidentally, this is the level that has to be attained before the public will truly trust them.
This means, if you have listening skills, a great telephone manner, pay attention to the small details and really love helping people, then there are dozens of organisations that need your help in improving their customer service.
So, whether your forte lies in being a Receptionist, Customer Service Advisor or Call Centre Agent, your business needs you to help them make the grade.
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