8 years ago
April 13, 2016

Why Good Customer Service Isn’t Enough

These days competition for customers can be fierce. Good customer service is no longer good enough.

Rhys Metler

For the last few years it seems that companies are focusing more and more on good customer service. It has almost become a cliche that the most important aspect of a business is it’s good customer service. Obviously, you need customers to maintain your business and you want to give them good service. Many businesses fail to define what good customer service really is and they fail to determine if good customer service is enough to keep their customers happy. It isn’t.

These days competition for customers can be fierce. Good customer service is no longer good enough. Customer service now needs to be superior to anything that your competition is offering. Customers have choices when it comes to the products and services that they want. In addition, customers are far more savvy about what they want or need, and how they can get it faster, cheaper and better.

In addition to getting new customers, companies have to offer advantages that allow them to keep their current customer base and build up repeat business. A company needs to think about what they can do to maintain and increase business. Your company needs to provide superior customer service.

  • Stand Out from the Crowd. The product or service you offer needs to be something that your customer knows will be quality and that you guarantee. You want your company name to be associated with the product in the most positive way.
  • Follow Up. After the purchase of your product or service, you need to maintain contact with the customer. The upfront sale can be friendly and very customer oriented, but these days customers expect more. From follow up calls to on-line surveys, customers expect to hear from you again.
  • Follow Up Again. After your initial follow up, especially if there is an issue, you need to contact the customer again. Let them know you received the information and ask if there is anything else they would like to share. If there was a problem, find out what you can do to resolve it.
  • Customers Are People Too. You can gather a great deal of information from your customer including personal information like birthdays and anniversaries. Sending the customer a card at the holidays or on their birthday can go along way toward bettering the image of your company…even if your company already has a good image. Constant contact with coupons or specials will help to build your repeat business.
  • Take Measurements. You need to quantify how customers perceive your customer service. You can do this using the the follow-up information and how the customer is rating the service they receive. The secondary follow-up can show you if the customer satisfaction is increasing. You can also track the return business from the additional contacts you make throughout the year.

What used to be considered great customer service just a few years ago, now probably wouldn’t register at all with most customers. A good example is a no-hassle return policy. A open return policy was once the hallmark of customer service. Now this is simply a customer expectation.

It is crucial in this internet age that you stay on the plus side of customer service. Social media allows unhappy customers to immediately post any negative interaction they have with your company. The same is also true of the customer who has been pleasantly surprised by customer service that was more than they expected. If a customer is truely impressed they are likely to post it to a social media outlet. In either case, it’s up to you to respond quickly and appropriately.

You need to remember that customer service is not static process. Customers expect great service and they know they can get it. You need to continually measure how you are doing and make the necessary changes to keep ahead of the customer expectations.

Rhys Metler

Rhys is a tenacious, top performing Senior Sales Recruiter with 15+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and daughters, BBQing on a hot summer day and tropical vacations.