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One of the ongoing challenges successful businesses face is in optimizing customer satisfaction and developing Customer Relationship Management. So many companies "jump on the bandwagon" of improving customer service in order to impact customer retention levels. Yet, since 1994, customer satisfaction has dropped in nearly every sector of the economy according to the American Customer Satisfaction Index compiled by the University of Michigan. So why is this? Raising customer satisfaction levels requires a comprehensive systems approach. This article will cover: The importance of a clear customer experience strategySelecting the correct peopleDeveloping, motivating and managing your peopleEstablishing effective service delivery processesBuilding in continuous improvementEnsuring managers are the key change-agents Setting a Clear Customer Experience Strategy Often organisations confuse defining a customer experience strategy with creating a "slogan". How many companies create a slogan without any supporting initiatives, thereby disillusioning employees and creating a "flavour of the month?" To establish a good strategy certain key practices are required: Understand the overall organisational vision and missionDefine the organisation's customer service direction, slogan and valuesEnsure customer service is defined as a key responsibility for the business/departmentShare the customer experience strategy via a comprehensive communications programEnsure that this strategy does not conflict with other business strategies. As consultants, it is amazing how often we hear organisations say, "Improving Customer Service is a priority, and we are also introducing stringent cost-cutting measures." This can present a tough dichotomy. Selecting the Correct People It's really hard to teach an elephant to dance! When recruiting employees to provide customer service, the process often tends to concentrate more on functional expertise, technical competence and knowledge rather than interpersonal skills. However, lack of the right attitude can drastically impact client satisfaction levels. Research has in fact shown that attitude is the most important requirement: skills and functional expertise can be taught. Therefore in selecting the right people: Define the critical job requirementsDevelop scenario-based interviews/assessment centres to screen and select candidatesInvolve multiple team members in the hiring processEnsure evaluation is based on objective, not the subjective "Be Like Me" criteria In part two of this article, we will look at the remaining four key principles of making the transition from a customer service culture to customer relationship management. |
