Creating Customer Experiences That Delight
Increasing sales or decreasing costs could arguably the two imperative ways a business could look to improve its operations, but exceeding in customer service absolutely remains the most important part of any business. While decreasing costs remains a tough ask, offering best customer service and “going the extra mile” definitely helps in increasing sales.
For example, Zappos, an online shoe and clothing shop based in Las Vegas, Nevada, went the extra mile for a customer’s satisfaction and turned her family into dedicated patrons. An employee heard of the customer’s diabetic condition and sent a huge bouquet of roses and lilies in return. The customer, whose smile reverberated around the country, had her story shared online and set the tone for customer service by empowering employees through company culture.
The Singapore Service Excellence Medallion is an accolade of prestige initiated by the Institute of Service Excellence at Singapore Management University, aimed at recognizing staff and companies that uphold excellent service standards as role models for emulation. In 2015, Canon’s customer service efforts have not gone unnoticed, having been awarded The Service Excellence Medallion that year for their strong service leadership and workforce culture, and how they innovate on their service models and processes to deliver superior customer experiences. The spirit of promoting good service is deeply entrenched in Canon. Outstanding service staff are recognised at its quarterly Canon Service Heroes Award.
In addition, Canon hold at least one dialogue a month between its chief executive and staff to seek feedback and new ideas, and have gone on to extend the operating hours of its Customer Care Centre and Field Service to cater to needs of customers that go beyond office hours. Each of the firm’s technicians also use a tablet PC that gives them real-time information on the glitches they are fixing, which enable them to bring the right tolls and parts to their clients and cut down on multiple trips. They are all in the efforts to exceed customer satisfaction levels and create delightful experiences for their customers. After all, the foundation of Canon’s service quality rests on its slogan, “Delighting You Always”.
Here are five reasons why we believe customer service should be more important than anything else in your business.
Building Bridges
A customer’s loyalty to a business or a company exists only good reason, and therefore, it is necessary to work harder in attempts to keep customers and encouraging trust in your brand. Providing the best in customer service, before or after sales, increases trust and stands as the difference between customer loyalty and customers who are already looking for alternatives in a business’ competitors.
Building Brand Awareness
Word of mouth is going to be your best friend. What customers will say of your business will be crucial in sustaining or damaging your business. Providing excellent customer service, be it a hassle-free fix, or a bouquet of flowers to acknowledge a customer’s predicament, gets people talking.
Eliminating Friction
Problems are likely to surface no matter how seamlessly you think your business is running. There won’t be perfect customers all throughout your days, but there are ways you could ensure friction between a business and its customers is eliminated. Leaving customers satisfied by handling their complaints and enquiries better than they’d wish for gives them more comfort in future interactions with your business.
The Price to Pay
Numerous studies and surveys have been conducted to reveal a large group of consumers and customers believing that customer service should be more important than a service or product’s price. It’s no wonder that the customers would be more willing to pay more for the right experience.
Getting It Right
Business isn’t all about sealing a deal. Catering to a customer’s needs will require effort and mettle. A customer would expect to be treated like a person, in the trust sense of the phrase, be it getting more from an experience, or having his or her questions swiftly answered. Great customer service stems from respect, and results in satisfaction in providing a customer with what they want.
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