Strong Customer Service Skills Give You An Edge

Nobody likes to deal with complaints. Indeed, most of us dread the task. We delay. Make excuses. Get a cup of coffee. Then another. "Customer service" to some means spending the entire day dealing with whiners who will never spend another dollar.

As difficult as it is, try to view complaints in a positive manner. They allow you to address an issue that perhaps you didn't know existed. "Silent sufferers" just go away, whereas irate customers are looking for help, and probably want to stay with you. Remember that it always costs less to retain existing customers than to win new ones.

A commitment to good customer service is an investment that continues to pay dividends over time. This investment leads to new profits and growth, and helps set your firm apart in these extremely challenging times.

A survey taken in a major industry many years ago established that customers whose problems with a product were resolved quickly demonstrated greater customer satisfaction and loyalty than those who had no problems at all.

These six steps will help you keep a customer coming back.

1. Deal with the problem quickly. Don't let the phone message or letter simmer on your desk. Reply in some fashion the same business day. Customers hate to wait, especially if they've been getting the run around.

2. Offer genuine regret in your response.

"I am truly sorry to hear that one of your processors arrived broken and inoperable."

3. Briefly recap the situation to show that you were paying attention and understand the issue. Avoid a flippant or condescending tone. Remember that your customer views this as a serious matter. Even if the person is flat out wrong, treat the complaint and customer with respect.

4. Offer a solution. Perhaps you can provide what the customer seeks. When you cannot, offer a viable alternative and explain why your approach is at least as good. Avoid blaming it on policies even if that's true. Emphasize what you can do, not what you can't.

"We have extended your warranty for another year at no charge."
"You may enjoy an additional six months of membership at no additional charge."

5. Provide a token to help soothe the sore feelings. A gift certificate to a theater or restaurant, even tickets to a sporting event. Here is where you shine, because few businesses take the extra step when resolving a problem. Business people who are truly committed to customer satisfaction are willing to spend--nay, invest--in their customers. (For a discussion of a problem I faced and how it was resolved, see the column below.)

6. Follow up a couple days after your solution has been offered. You want to make certain the customer is satisfied and that there are no other issues. This is a good time to restate your appreciation for the customer's business, and to impress upon the person to contact you if any other problems arise. Customers like to know they can turn to one person for help. Everyone hates getting the run around.

Remember that a happy customer speaks to no one, but an irate customer tells ten of his friends. With proper care, you can turn a difficult and delicate situation into a positive one for you and your customer.

Many salespeople claim they offer superior service after the sale, but how many really do? And, just what does it mean to go above and beyond? It can be something very simple or very complex and involved. You decide. Any additional activity on your part will stand out, so look for opportunities to do something extra for your customers. Some suggestions:

1. Send out notices of upcoming promotions - A co-worker in the men's department I worked in many years ago used to send out post cards to her Gold Toe customers just before the sales. Turns out she had some die hard fans of Gold Toe socks, and they'd stock up during those semi-annual events. She used index cards stored in a recipe box. Today you'd use a spreadsheet or contact management software. Either way, keep your customers informed of relevant promotions.

2. Take calls/messages after hours - Check for messages after hours, even on Fridays. While you may not be able to resolve the situation until Monday, by leaving a response you let your customer know that you were available outside of regular hours. Customers appreciate that.

Want to really shine? If you're able to reach your customer, resolve the situation then (as opposed to waiting until the next business day). Doing so may mess up your plans for that evening or weekend, but it will mean a lot to your customer. Don't be concerned that your customer will start taking advantage of you. Customers are business people too, and they know what it's like to handle issues after hours. They wouldn't contact you unless it's really important.

3. Help your customer with delivery/set up - In certain industries, that is the norm. If not for yours, make the effort to be there when your new customer takes delivery for the first time. Spend some time making sure that all goes well initially. Sure, your contract may call for some assistance as well as regular maintenance. But you want to be seen as someone who genuinely cares about the customer, instead of someone just out for the commission check.

4. Be accommodating and understanding with returns, problems - Unlike the situations discussed in the previous column, there are times when the customer needs help with an issue that hasn't elevated yet to complaint status. If in a retailing operation, you may be looking at a return or something that requires repair. Similar situations apply in other industries.

When the customer calls your initial reaction may be to cringe. Take a deep breath and count to 10. If you need to grumble, make sure you do so before picking up the phone. Offer a friendly voice, and hear out the customer. You may be surprised out how minor the issue is and how easy it is to resolve. That's the key: Because you caught it early enough, you were able to offer a remedy that pleases the customer. (Which is one reason for thanking the customer profusely for calling.) Sure, you may have to bend your return/warranty policy a bit, but what harm has come to your firm? The more important issue is that you potentially saved and solidified a long-term relationship.

These are just a handful of scenarios. You're bound to experience others. It's critical that you realize when the opportunity presents itself, then make that extra effort. You will be so glad you did, and realize afterward that it really wasn't that much of a hardship for you.

HONE YOUR CUSTOMER SERVICE AND SALES SKILLS

Can you use some help with your customer service tasks? Let the Three Pillars Solution take a load off your shoulders so you can concentrate on more important matters. If you're in the engineering or technology fields and your sales people could use some expert training, you've found your answers. Finally, supercharge your Web site, and watch your search engine rankings--and your sales--climb.

How many times have you called a business and encountered the "voice mail tree"? Remember how many layers you had to go through to finally reach a live person? I'll bet more than once you hung up in frustration.

Now consider this: If your company employs that system, known as an Automatic Call Distributor, your customers and prospects are probably encountering the same situation and acting the same way, by hanging up.

I faced that one day, and it was not fun. (Actually, it happens a lot, but I'll use one incident to make a point.) Needing some information about my cell phone account, I called my provider.

"Thank you for calling the new AT&T about your wireless service," the automated voice says. I'm not sure how the new AT&T compares to the old version, but I'm already unhappy that I didn't get a person right away.

After typing in my cell number, the options begin:

"For information on wireless products and services, or for help with a recent order, press 1 for Sales."

I press 1, then hear this:

"To pay your bill or to get other bill-related options, press 1".

"To check your minutes, press 2."

"To get help with voice mail, press 3."

"To report a lost or stolen phone, press 4. For Sales, press 5."

"For help with other issues, including the option to speak to a customer service professional, press zero."

Of course I wanted to speak with a customer service person. I wish I had been provided that option right from the start.

Needless to say, I endured the trip through AT&T's automated system. Only that firm could answer my questions; I couldn't turn to a competitor for help.

What about your firm? Do callers get a live person right away, or do you force them to endure a long litany of choices before they get to the proper department or person?

Businesses turned to ACD years ago to save money and, they hoped, more efficiently handle the large and diverse number of calls they receive each day. In theory the process makes sense. In practice, though, it can have a damaging effect on relationships with callers.

Customers today yearn for the personalized service of old. Something as simple as a human being answering the phone can mean so much.

What about your business? Have you sacrificed customers to save some money on labor costs? You will never know how many customers or prospects hung up after encountering your phone system prompts. But you know some did. After all, you've done the same over the years.

HONE YOUR CUSTOMER SERVICE SKILLS WITH ADDITIONAL TRAINING

Can you use some help with your customer service tasks? Let the Three Pillars Solution take a load off your shoulders so you can concentrate on more important matters. If you're in the engineering or technology fields and your sales people could use some expert training, you've found your answers. Finally, supercharge your Web site, and watch your search engine rankings--and your sales--climb.

Every business makes a mistake from time to time. How the firm handles the matter makes or breaks a reputation. Sometimes a simple and inexpensive solution is all that's needed to save the day.

One afternoon a friend and I signed up for a cruise on Green Lake in central Wisconsin. The cruise, offered by a high-end hotel there, features a leisurely 45-minute ride around the lake while guests enjoy complimentary hors d'oeuvres and a cash bar.

There was just one small problem: The hotel failed to load the hors d'oeuvres aboard. After paying a handsome fee to take the ride, guests were left sipping beverages on an empty stomach. Most, if not all, were quite steamed when they arrived back at the dock.

A number of us approached the desk to complain. It took the hotel awhile to find someone who could help us. That bothered me a bit, but I was willing to remain patient. Meantime, I thought over the issue.

It really wasn't that big of a deal. The munchies, we learned, were supposed to be egg rolls. It's not like we missed out on a filet dinner or something. It occurred to me that I would've been content with a free cocktail. It was a simple human error, and not something to get all bent out of shape about.

As if she were reading my mind, the manager offered each of us a coupon for a free drink. My friend and I accepted.

So there we were on the back deck of this luxurious hotel--a place we couldn't afford to visit--enjoying the late afternoon sun, some beautiful scenery, and a comforting cocktail. Whatever anger I still felt melted away as I watched the boats slowly ply across Green Lake.

I can't speak for the other guests, but for us, the small amount the hotel put out for a couple drinks saved the day and its reputation. And that's my point: It was the gesture that counted, not its value or size.

What was your response the last time you faced a problem or error? Did you clam up immediately, thinking that your customer would automatically expect the world on a platter? Or did you provide a simple yet thoughtful gesture? It probably did more good than you realized, and left a great impression on your customers.

HONE YOUR CUSTOMER SERVICE AND SALES SKILLS

Can you use some help with your customer service tasks? Let the Three Pillars Solution take a load off your shoulders so you can concentrate on more important matters. If you're in the engineering or technology fields and your sales people could use some expert training, you've found your answers. Finally, supercharge your Web site, and watch your search engine rankings--and your sales--climb.

By the end of the year, thoughts turn to messages and gifts for customers. If you are like most salespeople, you send out numerous holiday greeting cards, pack-ages of cheese and sausage, or for the truly lucky person, the ever-popular fruitcake.

While your intentions are good, they are quite predictable. That is the holiday season, after all. What about the other 10 or 11 months of the year? Do you send anything then?

Remember that most contacts with your customers are for business purposes. In many cases, that means you're asking for an order. Not a terribly nice way to be recognized when you call, but it's often true.

Break that monotony and help solidify your relationship by sending cards or letters throughout the year. Drop a card in the mail when birthdays and anniversaries roll around. Send a brief note if you see your customer or his business profiled in the media.

Spot a witty card in the store? Send it out! Your customer will appreciate the light-hearted moment you bring to an otherwise difficult day.

Stumped for ideas? What about the person's hobbies and other outside interests? Does your customer like to ski, run marathons, collect coins, draw or paint, make model airplanes? Pass along a related article you find in a magazine or newspaper.

Think of their children as well. A card for the child's birthday is a nice touch, but consider also graduation, confirmation, and scholastic or athletic achievements. Community newspapers are a good source for these types of announcements, as are school bulletins and newsletters.

Each case gives you an opportunity to show genuine interest in your customer as a person and not just as a source of income. Your customers are immensely proud of their families' achievements, and are touched when non-family members acknowledge the accomplishments.

This requires really knowing your customers. Some firms require their salespeople to complete lengthy profiles or surveys. It need not be that formal or structured. Listen carefully during casual conversation for hints about events and interests outside of business.

Where else to find such information? A good source is your customer's assistant or secretary. That person usually is willing to supply non-personal information such as hobbies and interests. You can also tell just by observing closely. Watch for items and collectibles kept in your customer's office.

Make a point to send notes and cards throughout the year. By showing true interest in your customers, you will be rewarded with a relationship far more valuable than the occasional sale.

You receive an envelope from your bank and quickly rip it open. Inside is an overdraft notice. "THIS CAN'T BE!" you scream. You are peeved. Really peeved. You resolve to go stomping into your branch and read the riot act to the first teller who flashes a smile your way.

You grab your checkbook and that envelope, and head out the door. It takes awhile to get there, which is fine. You have time to compose your thoughts. "Boy, is she gonna get it!" is one of several going through your mind. But during the course of your drive or walk, a funny thing happens: You calm down.

Strolling into your branch you hear a friendly "Can I help you?" and walk up to the teller window. "I got one of these," you say, flashing the envelope. "Let me see," the teller replies as she brings up your account on the screen. As you both review your recent transactions, another funny thing happens: You realize you failed to make a certain deposit. "That's all I need to know," you reply, sheepishly drifting toward the door.

Sound familiar? The above incident happened to me many years ago, and it taught me a powerful lesson. Contrary to what you may have heard, the customer isn't always right.

As one who has spent years on the other side of the line, I know what it feels like to face irate customers. I also understand the compassion and empathy that customer service people have and the genuine desire to make things right. You as a customer can help that process by following a handful of simple steps.

1. Be calm. That can be difficult, especially if you're getting the run around. It does no good to explode on anyone in the company at any time.

2. Be willing to re-explain the situation. Eventually your issue will land on the desk of someone who can help. That person will probably want to hear the story directly from you. Take a deep breath, stifle your emotions--yes, this may be the 5th time you've talked about this--and restate the matter from top to bottom. Include as many details as you can recall. Try to have all your documentation handy in case additional copies are needed.

3. Have faith. As difficult as it may seem at times, customer service people are paid to solve problems, not generate new ones. We like to clear the deck, so to speak. Plus, it feels good to do so. (More on that in #5.)

4. Be patient. It may take time to resolve your issue. On the flip side, the customer service person should be keeping you updated. If it's not offered, feel free to ask approximately when you can expect updates, and how.

5. Offer thanks. Eventually, one hopes, your problem is resolved to your satisfaction. If you want to melt a customer service person's heart, offer either of these comments: Thanks or Thank you. You can't imagine how good it feels to hear those words. Remember, customer service folks have feelings just like you. Extend a kind word whenever you can. Believe me, it will be greatly appreciated.

Want to go a step further? Send a note or e-mail to the person's supervisor explaining how helpful the employee was. Managers take note of those comments, especially during annual reviews.

Errors are a fact of life. With the proper attitude, customers can help ensure timely resolutions to their problems. In return they receive the level of service they deserve and expect.