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Some companies make their name by providing legendary
customer service. For example, Wal-Mart and Nordstrom’s
are well known for the lengths their employees go to make
customers happy. Other companies lose customers and revenue
by providing poor customer service. One source estimates
that businesses lost $3.2 billion in one year by neglecting
on-line customer care.
So, is your customer service winning or losing customers
for your organization? If you want to improve the level
of customer service, there are several ways to go about
it. First, customer service surveys show you what your
customers think about your service. After all, if anybody
knows the strengths and the opportunities to improve in
your service, it is your customers! Second, you can use
a customer service selection test. This can help you select
the candidates who already have the skills and attitude
to provide legendary service. Finally, you can improve
customer service skills in your employees with customer-focused
training. All three of these techniques are effective
for increasing customer satisfaction. CMI recommends using
customer surveys, customer service selection tests, and
customer service training together. The combination of
all three provides complete information about and treatment
of customer service issues.
Is increasing customer service worth it? Consider
these returns:
CMI was able to correctly identify an auto-parts supplier’s
long-term customers 8 out of 10 times based on the results
of a customer service survey.
A recent study of the service industry estimates that
a 5% improvement in customer retention could increase
profits up to 80%.
A retailer implemented a customer service training program.
Sales went up and remained up 10% as a result.
Customers of a state government agency rating the service
received as above average went from 26% to 74% in one
year after a customer service training program.
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