In a difficult economy virtually all types of organizations from “for-profit” to “charitable” wring their hands about how to cope and adjust to the reality we all face.
In my experience, this “reality” presents an opportunity that too few organizations capitalize on. I subscribe to the maxim of providing an exceptional customer service experience within the budget parameters of any organization; combined with the provision of exceptional value as the path to success.
By defining, training, and implementing an “exceptional customer experience” mindset, often organizations will avoid wasting or “spilling” those customers and clients they already have; and they will gain new and more clients as their reputation grows.
Begin by developing a culture of resilience and reinvention. Begin with a few key people, with new hires, acknowledge and include existing staff. Welcome and encourage both positive and negative feedback.
Acknowledge that every organization has spillage. Spillage in that some customers are wasted or did not receive value for their last interaction with your organization leaving them with little value for their time or money. Often organizations don’t need more clients, they just need to provide more value and effort by addressing their clients’ needs better.
Know how good your competition is. Top-performing merchants regularly mystery shop their competition to see what they do well, to see what they can copy, and use the information to ensure they offer the best service within their budgetary parameters. Organizations that rely on donations can also benefit from this exercise as customers and clients are attracted by the value and impact of their investments.
Define what success looks like. Your organization should decide what an “Exceptional Customer Service Experience” is. Create a standard to strive toward, understanding that the standard will change and evolve as your competition gets better. Your standards must be shared, documented, and used as the basis for all training and interaction.
Mystery shop your own organization. Many of us have “blind spots” and the gap between what we think is happening and reality can often surprise us. When we have standards, everyone in the organization must live and breathe them. Even “non-profit” charities should do this to see how vulnerable people, donors, and potential volunteers are treated.
Constantly refine your organization’s training curriculum. As a sales leader, am a disciple of the 6 steps of selling (building rapport, qualifying, education, demonstration, closing, and after-sales service). We should also be aware of the critical importance of what motivates our clients to seek our organization’s goods or services (Security, Utility, Prestige, Pleasure, and Savings). In all organizations following up with a client or customer is universally important when you said you would.
Never underestimate the value of the smallest of gestures. Saying thank you, walking customers or clients to the door, smiling, and using active listening are just a few. Try to address how a customer or client feels at the end of their experience with your organization.
Red Team new systems and processes before implementation. When making changes, ask your people to consider the positive and negative impacts on your clients or customers. Welcome comments and thoughts from your people on how to improve the changes planned.
Make use of “Lessons Learned” meetings and invite comments in a safe environment. Similar to managing stakeholders in a Project Management role, using feedback from staff and clients is instrumental in keeping on the leading edge of exceptional customer service.
Track your successes and failures. The importance of defining success cannot be understated, nor can the importance of tracking the results of your organization’s efforts. Share the results and use both the positives and negatives to build your people and strive to be better.
Tell the world about what you do. We all develop biases, things we know that we believe everyone else knows; often though, many of the things an organization does are only known to insiders. Whether a merchant or a charity, people make decisions based on what THEY KNOW and as a result, poorly publicized organizations lose opportunities.
Treat everyone with dignity, respect, honesty, and integrity. As human beings, we have survived by using categories and making judgments to classify people. This trait served us well in the past; however, in today’s environment, preconceived ideas and biases will only limit our ability to grow and succeed.
Prospect. Have an open mind to new ideas, concepts, and processes. Actively seek out new opportunities. None of us has a monopoly on good ideas.
Hire people who like people. Our world revolves around interacting with clients, customers, staff, suppliers, etc. Seeking out and finding people who share your organization’s values, want to help build your culture and build themselves in the process, and who are team players is one of the most important elements of success.
Do it all the time. Strive to provide an “exceptional customer service experience” for everyone, online, in-person, or over the phone.
As with all of my posts, this is just the beginning, a short guide. In my career whether in business volunteering, or working in the charitable sector, the ability to provide an exceptional experience that we leave with our customers, clients, co-workers, donors, friends, and family is what will make us successful.
Good luck,
Paul.