For-profit (FP) or not-for-profit (NFP), each depends on their ability to solve problems for their clients.
A FP organization provides services or products in competitive marketplaces, survives, and thrives when they are able to deliver those things better and more cost effectively then their competition. A not-for-profit or charity also provides services or products and although they do not compete in a marketplace. NFP’s do compete for funding and their ability to deliver their services and products effectively is just as important as it is for the FP sector.
Perhaps the most important survival component for each type of organization is their approach to handling clients or customers. Surprisingly, the level of customer service often is lost for many organizations; almost taken for granted. This is an opportunity for sharp FP’s and NFP’s, because each organization has complete control over how they train their associates.
The concept of “No wrong door” is a great philosophy to build “customer service” standards. Regardless of whom a client/customer speaks to, each associate has been trained to help that person work towards solving his or her problem. That does not mean that everyone is cross-trained on every nuance and issue that a customer might have. It means that each associate understands the importance of the following, and they know that how each client/customer is handled in every single encounter determines whether the organization will be successful or not.
Fundamentals of Great Customer Service for FP’s/NFP’s:
Every associate is prompt.
If a client/customer calls on the telephone, the call is answered on the first or second ring. A real person answers each call not an answering machine. The organization cross-trains everyone to answer the phone. The only time the message service is used is in dire emergencies.
If a client/customer is physically in the organization, for whomever is working with them, the client is their only priority. Interruptions should be a “last resort” and only if the building is on fire.
If a client/customer is on-line, then their expectation for a response is immediate. Someone texting or emailing will simply find somewhere else to go if your organization does not respond within a few minutes.
Every associate is friendly and professional.
A smile and pleasant greeting is what each client and customer deserves and expects. Grumpy, rude, and impatient associates are jeopardizing your organizations existence. People interacting with your organization should feel that every one of your associates was looking forward to their visit.
Every associate is empathetic.
Stigma, bias, and stereotypes hinder your organizations ability to help clients/customers. Every associates should be trained and evaluated on their ability to apply their knowledge, skills, attitude and experience to solve their client/customers questions or issues. The ability to listen, appreciate the client/customer’s issues, and then work towards effectively solving them will help your organization to thrive.
Every associates is engaged.
An organizations managers and supervisors do not hide in offices or have closed doors. Front-line associates need to know their managers are there to support them whenever needed. Managers should be aware of escalating situations and have their associate’s trust when they ask for assistance.
Every associate “speaks with” not “to” their client/customer.
Your associates should not use “jargon” that clients do not understand. Great associates appreciate that a client/customer may not know all of the appropriate terms and terminology and will “fill in the blanks” so the customer will not not feel like they are being patronized. Great associates appreciate that clients may be nervous and anxious in approaching them and always try to ensure that the client understands that they are there to help, not to judge.
Where possible, one associate works with one client/customer.
In a FP, the sales professional who greets the client/customer should handle the sale, write the sales bill, handle the payment, book the delivery, and walk the customer to the door, thanking them for their patronage.
In a NFP, this is more difficult; however, as much as possible try to work with one client. For NFP’s your clients may be even more anxious and intimidated by the processes. NFP clients may also be more vulnerable and distrustful of the system based on previous experiences.
When one-person service is not possible, then each associate should ensure a smooth hand-off.
Whether FP or NFP, ensure your client/customer understands the next step in their process. Take the time to introduce them to the next person, even to the point of waiting for a few moments to ensure the next person has begun their part in the process before departing.
In a FP organization it is important that if a client/customer asks for help that the associate takes the time to ensure a good hand-off, even to the point of walking them to the appropriate person and department. Follow the steps and introduce them to the person who will be helping them.
Enable and empower your associates to crosscheck each other.
Great organizations are built encouraging people to speak their opinions, suggest ideas, and to be critical of its execution (in an appropriate setting). Building a team that feels comfortable stepping in when things are not being executed properly is a hallmark of a great organization.
Build your culture from Day 1, train and role-play your training, and listen.
Great service does not just happen, from the top of any organization to the newest person, everyone is important. Your managers should circulate and listen to how clients and customers are being treated, it is also a great opportunity to positively reinforce the work your people are doing at the same time.
Have regular “vent” meetings with your associates.
Clients and customers in FP’s and NFP’s can be very frustrating and demanding, listen to the situations and processes that your associates are complaining about and work on strategies to lessen the frustration. As much as possible try to let your associates suggest ways to resolve the issues and ask for their solutions.
Great customer service does not have to be expensive, it does not have to be complicated, but it does have to be planned and executed through the lens of “what is best for the client/customer.” Each organization should examine the simple question, “Did that person find what they wanted and needed to know” and “How did they feel when they left?”
Whether a FP or NFP, the answer to those questions will ensure your future.