Customer Service and other Fairy Tales

Smuckers has the right idea. If you don't already know, they fill every jar of their jelly with more than the labeled amount. They fill every container to the very brim. Why do they do this? Because they believe in customer service; Smuckers has learned that it is better to give more than is expected and to think of the customers before there is a problem. People like to feel important, even if it is just with a little extra jelly in the jar.

The customer comes first.

I have had countless frustrations in dealing with individuals and companies that do not understand this simple philosophy. I have tried desperately to call someone to confirm information, or returned a phone call only to be dismissed. There is no importance anymore in relationships in business. With more and more being done over e-mail and the Internet, it seems as though the actual personal interaction becomes impudent. It seems as if we have become too busy for our own clients.

Company growth is now happening at an explosive rate, and the companies are finding that they are not prepared for the increased responsibilities and duties that are inherit with new clients. The outcome is that customers are not receiving the attention they deserve. Calls do not get returned, products are not shipped on time, and complaints go unheard.

There is another outcome to this new era of "customer service" that is having a far greater impact on consumers. The vendor client relationship is suffering greatly. If you don't get a return call from a company as a customer, imagine being the vendor to this company. If the vendor calls to check on an order, confirm delivery times, follow up on a new item, or anything that may require some attention; they are almost always put into the unanswered voicemail to leave yet another message. As a vendor, it is very difficult to develop a relationship with your client when they do not communicate.

Is there a solution to all of this insanity? Is there a way to work more efficiently and effectively for our bottom line as well as our vendor support? Of course there is. The bigger question is; are you willing to employ them?

The ultimate answer for every company varies and is based on their needs and available resources. There are, however, a few things that everyone, regardless of circumstance can put into place.
1. Time management for ALL employees. From management to janitorial, everyone can benefit from using time wisely. Learn to set aside specific times each day for calling clients back, and another for vendor follow up.
2. Organization! Work with employees on ensuring their desks and calendars are well organized. Meetings and call back dates should all be easily visible with phone numbers and locations handy for each event.
3. Goal setting can increase productivity immediately. It has been proven that individuals that write down their goals are far more likely to achieve them. Help your employees to set and achieve their goals. Create a timeline for them to follow: one month goals, six month goals, one year goals and five year goals.
4. Evaluate job duties and responsibilities. You may have inadvertently overextended one employee while another sits with little to do. Create specific requirements and duties for each individual. Small companies especially need to be careful of not clearly defining job requirements. Be specific. If you cannot clearly define a duty, how can you expect it to be completed? Sit down with your employees to go over specifications and make certain that everyone is clear on their title and obligations.
5. Be aware of your company practices. Call your own office (or have someone you trust call) and play the role of a customer to ascertain what kind of service you receive. You may be surprised by the outcome. Know what your reputation is among vendors, clients, and competitors. You should always know what people are thinking about your business.

Everything comes back to the golden rule: Treat others as you would like to be treated. Customer service is not a fairy tale, it can happen. It takes dedication, motivation, and pride in yourself and your product. If you take the time to go above and beyond what is expected, you will be pleasantly surprised at what can happen. I have seen companies devastated by the actions of one thoughtless employee, and I have seen empires built from one simple act of kindness. Life is what you make it, business is what you create.

Nikki and Bill Gladwell, hypnotists
www.bill-nikki.com