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By: Bryan K. Williams, April 2008
When I wrote EngageMe
last year, it was a declaration of how customers would like to be served.
This was regardless if they happened to be in a hospital, hotel, spa, bank,
law office, travel agency, or a taxi. The declaration was clear.
If you take care of your customers, value their patronage, and provide
them with memorable service, then they will return to give you more business.
Simple enough. In my quest to help organizations become more service-centric,
I�ve outlined 7 Principles, which are the key learning points from EngageMe�the
voice of your customer. They are:
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Principle 1: Be eager to serve
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Principle 2: Be welcoming
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Principle 3: Create an inclusive atmosphere
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Principle 4: Create a total experience
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Principle 5: Turn customers into ambassadors
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Principle 6: Offer a gracious goodbye
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Principle 7: Earn your customers� confidence�reap
the rewards
In the spirit of providing additional insight into
these principles, let�s review each one.
Principle 1: Be eager to serve
Being eager to serve your customer is more about
perception than anything else. When the customer walks into your
business, is the staff just mulling around or do they appear to be ready
to serve? The same applies for service provided over the phone.
Does the phone ring 10 times before it gets answered or is there a standard
for it to be answered within three rings? This principle is about
being prompt in every sense of the word. The customer should not
have to wait�ever. If they do, it is your responsibility to apologize
for the delay. At the very least, when waiting is inevitable, be
sure to acknowledge those customers who are waiting even if it�s not their
turn. A simple gesture like a smile or eye contact should suffice.
The acknowledgement sends the message that �I see you, and look forward
to serving you as soon as possible�. Simply put, you and your staff�s
actions should state, �I am at your service�.
Principle 2: Be welcoming
Many companies and service professionals rightfully
note that this is the first step of service. No matter what anyone
says, true service does not begin without a warm welcome or greeting.
I�ve visited too many places where a blank stare from the waiter, flight
attendant or bank teller is supposed to the worthy substitute for a greeting.
The purpose of Principle 2 is to let your customers know that not only
are you ready to be of service, but that you are happy they chose your
business instead of your competitor�s. After receiving your welcome,
the customers should instantly feel they made the right choice to patronize
your business. They should be excited after the initial greeting
because you want them to believe that the rest of the service experience
will be one hundred times better than the welcome. This is also a
great time to get your customer�s name so you can better personalize the
service experience. Be careful not too overuse the name as it may
begin to sound planned rather than genuine. It can just as easily
become a customer dissatisfier if used too many times in one service interaction.
Principle 3: Create an inclusive atmosphere
Creating an inclusive atmosphere means involving
all parties. In this case, being inclusive is about the service provider
creating a relationship that transcends the static nature of a one-way
experience in favor of dynamic two-way experience. It is the difference
between taking my food order and inquiring about my favorite types of food
so the server can suggest the right dishes. It is the difference
between selling me a house, and getting to know me and my preferences so
you can find the �right� house. It is the difference between the
nurse doing basic rounds to check my vitals, and engaging me in light conversation
because he/she genuinely cares about my well-being. To be inclusive
means to involve the customer in the service they are receiving.
The customer is more than just the recipient of the service, they can be
an important part of how the service is delivered. Challenge yourself
and your team to find out your customers� preferences, then act on them,
and share them. It does little good to find out that Mr. Smith likes
to be called Mr. S if only one employee knows it. To Mr. Smith, every
employee is not only representing the business, but they ARE the business.
As such, every employee should not only know what it takes to specifically
make Mr. Smith happy, but they should also act on those preferences consistently.
Principles 4 through 7 will be covered next month
(May 2008). In the meantime, download the complimentary
EngageMe worksheets and begin using them with your team. As I
travel to various destinations for business and pleasure, I see evidence
of businesses that realize the importance of providing great service.
They know that competition is always on the prowl to lure away their customers.
I also see many businesses that still don�t realize
the importance of taking care of their customers and engaging them with
exceptional service. These businesses wonder why their sales are
sagging and can�t seem to attract or keep customers. It is clear
that customers expect value when spending their hard-earned money.
In fact, the more they spend, the more they expect. So make sure
that your service is characterized by being eager to serve, being welcoming
and creating an inclusive atmosphere. Service excellence requires
effort and with the right mix of dedication, perseverance, and hard work,
engaged customers are sure to follow.
The EngageMe course is now available! For
details click
here.
Thank you for making the EngageMe
DVD and Poster a success!
Now through the end of April, we are offering
a special $10 sale
for both the DVD and Poster. Act now to add these great products
to your training collection!
About the Author
Bryan K. Williams is the Chief Service Officer
of B. Williams Enterprise, LLC. He is a seasoned service expert who
has facilitated workshops and delivered keynotes all over the world for
various companies. Bryan speaks on a variety of topics related to
service excellence, employee engagement, and organizational improvement.
As a consultant, he works closely with companies to design, develop, and
implement sustainable service strategies.
About
B. Williams Enterprise, LLC
B. Williams Enterprise, LLC is a consulting,
training, & auditing company which focuses on service excellence.
The goal is to assist organizations to enhance their levels of customer
service to world-class levels. This can only be achieved by focusing
on service excellence as a way of doing business, rather than an "initiative
of the month". Service excellence must be weaved throughout the organization...at
every level.
We exist to serve others so they may better
serve the world. SM
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