The following article is part one in a continuing series on providing excellent customer service:

Whether a business is primarily an online store or a storefront with multiple locations, providing excellent customer service is the key to the long term success of any business. In today's economy more than ever, adapting a business to provide every single customer a better shopping experience than the competition is the cornerstone to survival. Certainly providing the customer with the most competitive pricing and selection is essential, but without excellent customer service, a business cannot thrive. There are several recognized methods for improving and maintaining customer service and, if successfully implemented, a business should thrive.

The most important aspect to a successful customer service program is for an organization to commit to excellence in the area and communicate the expectations to employees. It is obvious that customer service starts at the very top of any organization. Standards should be set high by management and employees should know that the standards are non-negotiable. It should be communicated to employees at the time of hire that excellent customer service is one of the main aspects of the job and employee reviews will reflect employee’s commitment to policies.

While it is the responsibility of management to set forth firm and specific requirements regarding customer service, it is also the responsibility of the human resource staff or dedicated employee to document and monitor employee performance. Monitoring employee phone calls, especially in a call center, is critical, as well as observing any interaction between an employee and a customer/ If the employee is not following procedures or not meeting company standards, it is important to address it immediately and inform the employee of how it should be corrected in the future. A company’s competition will always benefit from the bad attitude of your employee. One bad experience can send a customer running to the competition for good. 

Any company with a Quality Operating System in place will typically identify customer service as a top priority and assign it as a key measurable. A good rule of thumb when creating customer service expectations is to:

1. Post a written copy of a customer service policy where every employee can see it and include it the employee handbook.
2. Routinely review customer service expectations
3. Hold regular training sessions
4. Create an incentive program that rewards great performance
5. Create a “cheat sheet” with appropriate phrases and service messages for call centers and post them at each employee desk

Everyone has experienced a run-in with a customer service representative. Maybe that person was having a bad day or had a fight with their spouse before they came to work. Regardless, it is up to management to be observant of employees on a daily basis. If an employee is expressing a negative attitude, it must be addressed before they are allowed to have any contact with a potential customer. Employee’s attitudes are essential in providing excellent customer service and they need to be aware of that fact. Employees should be trained that maintaining the right attitude is key to attracting and retaining customers. Their attitude includes verbal discussions with customers as well as body language when face-to-face with a customer. When in a call center, tone of voice when answering the phone is critical. Employees should also be trained in effective word choices when responding to emails and a company may elect to use a canned reply instead of letting employees respond individually. Regardless, email communications between employees and customers should be closely monitored for satisfaction and compliance.

When employers and employees work together, the result is a seamless experience for the customer. There is no conflict between what one employee says and another, policies are upheld, and customers gain trust in your business. Managing customer service is possible one of the most important aspects in managing any employee relationship. It involves continuous monitoring and improvement and a commitment by management to clearly identify expectations. The payoff is immeasurable; a lasting relationship with customers.