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Defining Excellent Customer Service:

Too many companies rely on a ‘you know it when it see it’ approach to defining excellent customer service. That may work sometimes, but without clear guidelines, the quality of customer interaction can vary from one associate to the next. For customer service to be excellent, it must be consistent. Moreover, it must do more: go the extra step, exceed the task at hand, achieve something in addition to simply answering the customer’s immediate question or concern.

Excellent customer service charged by a 'do more' philosophy provides two advantages: 1) it makes your company positively unforgettable and 2) it transforms your customer service from a cost into an asset.

Every time a customer walks into a store “just browsing,” calls your 800 number to place an order, or sends an email asking about your policies, you have three choices: lose, waste or build value.

Losing Value is when the customer assumes a company is ok, but then gets a taste of its customer service and everything goes downhill. Companies disappoint customers by wasting time, taking too long to fix a problem or not addressing a problem at all.

Wasting Value is when the customer gets their order processed or their immediate problem solved, but are left feeling unengaged and neutral. While this may seem adequate, it’s not. Here’s why: first, the customer may need to come back later to get a more complete answer; second, because they may head over to your competition and third, because you’ve squandered an opportunity to build a valuable customer relationship.

Building Value is when you make the most out of each customer interaction and seize one or more of the 7 opportunities below. Excellent customer service builds value.

• Expand your brand
• Inspire loyalty
• Increase order size
• Inform and educate
• Control risk
• Share happiness
• Maximize self-service