Where Can You Improve Customer Service?
Posted by Meredith Estep on Wed, Jun 23, 2010 @ 09:08 AM
Regardless of how stellar your customer service is right now, there is probably room for improvement. To raise the bar on your customer service, you will first need to find a standard for evaluating your current service methods.
However, evaluating service according to your own standards is just one piece in the puzzle. It is also beneficial to compare your customer service to the service of your competitors to see how you match up.
Consider these tips to help you measure the level of your customer service, allowing you to improve in the areas that will provide the greatest impact on your customers.
Setting a Company Standard
Your customer service standard begins with your company mission statement to ensure your entire operation is functioning with the same priorities in mind. Most companies want to provide service that leaves their customers satisfied and coming back for more. Specific standards might include greeting customers as soon as they walk in the door, learning customers' names and offering additional products or services when appropriate.
Once your standard is set, it should be followed from the top of the company hierarchy on down without fail. You can check up on your staff periodically by sending mystery shoppers to interact with employees and provide feedback on the experience.
Getting Customer Feedback
Another way to evaluate your customer service is to ask your customers what they think. This can be as simple as asking a customer when they walk into your business if they are happy with the service they receive. You might also supply customer feedback cards with specific questions about characteristics of your service, to provide more specific feedback.
It is also important to log customer complaints and referrals, since each of these provide valuable information about the level of your service. Collect the data from your customers regularly, and share the information with your staff so they know how they are rating in the service department.
Comparing to Others
It is also a good idea to compare your customer service with that of your competitors so you know if your service is providing the competitive edge it should. You can do this by sending an employee into the competitor's place of business to purchase a product or ask questions about their service. You can also talk to the management in other businesses to find out what they do to raise the customer service bar.
It is helpful to talk to businesses outside your immediate industry as well. These companies might provide even more valuable information, since you are not considered a direct competitor for their customer base.
Learning how to accurately evaluate your customer service is the first step in identifying areas of improvement. When your staff sees you spending time on setting customer service standards and evaluating your service level periodically, they will understand that customer service is a top priority in your company.
-Meredith Estep