is Customer Service?
is the Customer Service and why is it so hard to define?
When asked to define Customer Service most people get confuse about them.
You can’t define it, they’ll say. Or when pushed, they’ll
mutter something about being treated like you want to be treated or it’s
when you’re made to feel at home.
Somehow those are not very satisfying definitions
Does Customer Service defy definition because it is so warm that it must
be experienced rather than quantified? Asked another way, is Customer
Service purely subjective and exists only in the eyes of the beholder
or is it objective and exist independently of the person?
Whatever it is, most people will say they know it when they see it or
experience it. Customer service, whether good or bad, exists whenever
there is customer contact or a “moment of truth"
We know it when we go into a department store and get ignored
We feel it when we go to a restaurant and the staff’s priority is
with each other and not their customers
We sense it when we go into a governmental office to ask a question and
there is a numbness in answers
But all those are examples of what customer service is NOT, not what it
First, look at the two words: Customer and Service. When the two come
together there are two possible.
outcomes: they can form a collision that will leave the customer frustrated
and angry or it can be a comfortable joining together of two friends that
leave the customer satisfied and pleased. The NTRA is either in synch
or out of synch with their customer
Let me offer one definition: Customer Service is any contact, whether
active or passive, between a customer and The NTRA, that causes a negative
or positive perception by a customer. The perception will be influenced
to be either positive or negative by the customer’s expectations
of the contact having been met, exceeded or disappointed
Unfortunately Customer Service is so rare nowadays that it could be a
tremendous competitive advantage for The NTRA willing to understand and
develop the tools necessary to unleash it. It is amazing that it is utilized
so little when the effects are so remarkable
A second, more service oriented definition of Customer Service is that
it must be rampant throughout the organization, starting at the top, rewarded
and recognized, admired and emulated and must be sustained by being ingrained
into the fabric of The NTRA
That definition reads like a mission statement. When you think about it,
maybe it should.
Customer Service Is Important ToYou (And Me)?
our personal lives, most of us would like to believe that the more someone
knows us, the more that person will like us. As the old saying goes, to
know me is to love me Interestingly enough, it’s also the essence
of customer service.
Customer loyalty develops as customers feel a connection with the NTRA.
After all, most companies have the same “stuff”; it’s
the service that causes product and company differentiation
Well, so what? Why is this important to anyone?
It’s important because customer service does more than simply provide
a means to drive sales or customer satisfaction. I like to think that
when institution have a commitment to customer service that it raises
the bar of competition. The only way institutions can effectively accomplish
this is through their employees. To raise their quality.
Having better employees is good for the individual employee, good for
the company and very good for the customer. When The NTRA is committed
to customer service, its corporate culture will change to absorb this
new dimension, first becoming an integral part, then becoming the driving
force causing amazing results to take place.
The subsequent culture is automatic and infectious. It no longer has to
be forced or driven with monetary incentives or slogans. Employees will
demand it of new employees, and the corporate culture becomes even stronger
because employees have taken ownership. They know they are a vital, indispensable
part of your business.
All of a sudden, the emphasis of The NTRA is its employees because they
are the customer contact point. Remember the competitive bar? Employees
are now being trained, semiarid, and work shopped. It’s called development,
but it’s also called paying attention to employees.
Who doesn’t like attention? It is very effective because absenteeism
and turnover decrease as morale and productivity increase. When the employee
feels special, you can guarantee that the customer will feel special.
The results come from a process of pushing and pulling that raises the
bar. While the corporate culture is pulling everyone up to its higher
standards and expectations, employees are pushing to meet them. These
higher customer service standards produce a competitive advantage that
cannot be realized by management just saying that customer service is
important or number one
Of course, all of these warm come at a price. Better employees don’t
just fling themselves at your door, hoping for the privilege of working
for you. Present employees don’t just blossom into superstars automatically.
This requires work, commitment and focus. But given the chance, employees
who are totally unknown to the organization today will surprise you and
turn into stars.
So give your employees that chance, motivate them with a common goal,
develop them with attention through developmental programs. . .and you
will notice them because your customers will tell you about them. At first
you’ll be surprised, then pleased, then proud..!
Customer care is the imperative for success
Our roll (ALERT)