Exceptional Customer Service
Old news for most of us. Who would treat customers badly on purpose? If we all feel strongly about our excellence in customer service, how do we know where we stand? The obvious would be talking to our customers and asking them how we are doing. Short of this option, which seems to be the hardest for many business leaders, is to benchmark yourself to the service others provide.
Recently my wife and I had a couple of hours available and stepped into one of those Swedish Furniture stores to get decorating and accessorizing ideas. This chain caters specifically to younger people and specializes in affordable high-quality furniture for smaller rooms and offices. Walking through the store, we both commented on their excellent understanding of their customers' needs. It starts with the offer of a free "small people" supervised playground so that parents and grandparents can browse the store without interruption. There are big bags to collect accessory items, push carts to easily lug bags around, pencils and pads to note items of interest and staffed help desks throughout the store. Large signs, giving directions to specific departments and the restrooms, are everywhere. There are plenty of clean and spacious family restrooms throughout the store. And if you get hungry, there is a cafeteria with a variety of affordable kids' menus and healthy choices for the parents. They even provide tray carriers so that you can easily transport the trays for several people - making it easy to navigate the area with children.
The company started out by looking at their store from their customers' view and put a priority on providing for what their target customers appreciate and value.
Yes, the financial success of this chain is proof that their customer-centric approach works well for their type of business, and that the extra money spent to provide this service makes a difference. So what should you do to find a benchmark for your business?
First, take a couple of minutes to clearly describe the service you think your customers expect from your type of business.
Second, go out and visit or connect with five to six businesses which serve roughly the same customer group and check your list of expectations against the customer experience they provide. Rethink your list after each visit.
Third, visit your ‘store' with the same checklist in mind. Be critical and check into the details. Then make the changes you feel necessary to exceed your customers' service experience. The goal is to exceed your customers' expectations! If you strive only to meet their minimum expectations, you will provide an experience which does not set you apart from your competition or makes it a memorable one. Or as Jeff Bezos, the CEO of www.Amazon.com put it:"We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better".
And don't forget, as the economy is changing and new generations of buyers become attracted to your services, the expectations towards a positive service experience will change, too. So revisit often and keep changing!
© 2009 Copyrighted by Dr. Joe Mayer, Managing Partner of the Mayer Business Group, who helps business owners, professionals and their key employees to grow their businesses by focusing on vision and strategy. Joe can be reached at JMayer@MayerBusinessGroup.com; http://www.mayerbusinessgroup.com/
