Poor customer service including, indifferent attitudes, lazy or sloppy service and lack-lustre follow-up are extremely damaging for an organisation’s reputation. Brand value and sales stand to be lost due to poor credibility and loss of trust. Tessa Hood, managing director of Changing Gear, offers the following important tips [1] for delivering strong customer service:
  1. Never compromise on the service offered to customers. They trusted your organisation when they purchased your products or service. They will feel let down whenever that trust is not respected. 
  2. Gather feedback from employees concerning ways to improve customer service. Staff will appreciate their expertise and contributions being valued. These contributions often closely match the expectations of customers.
  3. Monitor and document customer services challenges, actions taken, and results achieved. It is helpful for customers to understand the successes that have been achieved on their behalf  and also for managers to acknowledge excellent results achieved by their teams.
  4. Ensure that staff appearances are of a high standard. Good first impressions are very important.
  5. Actively listen to customers. Keep eye contact and engagement with customers while striving to be absolutely authentic.
  6. Encourage staff and teams to develop wider networks. Networks can enhance and organisation’s reputation and lead to new prospects more economically than via advertising.
  7. Utilise the power of online branding. Use high quality content and links.
  8. Develop a strong people brand. Put a face on the organisation that both clarifies its brand and makes it stand out from the crowd.

[1] R11102 Hood, T., (2011), Powerful service, Director, Vol  63, Iss  11, p 20, Institute of Directors, London

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Neil Crawford

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