The Importance of Good Customer Service

Historically, many businesses adopted a rather relaxed approach to customer service, believing trade would flow if the product or service was good enough. While this remains true to an extent, customers are no longer compelled to buy a product from one particular retailer. After all, customers now have more freedom to choose what they buy and from whom. Substitutes exist for most kinds of product and competition among retailers is fierce. Often the deciding factor in a sale (or future sales) is the standard of customer service. What exactly does good customer service entail and why is it so important? Face or Voice of the Business A customer service agent represents the values, ethos and expertise of a company. The person who patrols the shop floor, sits at the payment desk or answers telephone queries from customers does so as a representative of his employer. In this respect, good customer service is essential, if only to maintain a favourable image or perception of the company. If customers view an employee with suspicion, contempt or hostility, they will almost invariably extend this feeling to the business itself. Bad customer service can spread like wildfire, especially since the introduction of social media platforms such as Twitter and Facebook. An employee who swears at a customer on the phone might be recorded and published online, while digital cameras and smartphones can capture truly shocking instances of bad customer service for the world to see. When customers experience poor service, they are not usually reticent in telling their friends, family and thousands of Twitter followers. Companies must thus make a genuine effort to ensure that all employees provide excellent customer service no matter what. Principles Recognising that good customer service is necessary is obviously only half the battle. Employers must implement a set of core principles for all staff to adopt, including middle and senior management. Contrary to what many people believe, the first principle should not attempt to promote the idea that the customer is always right, because often he or she is not. Of course, being wrong does not mean that a customer service agent can resort to condescension or hostility. At all times, members of staff must listen to the customer in a way that is supportive and understanding. Sometimes the customer simply needs to argue a point. Helping a customer to realise that he or she may be wrong requires soft skills that must be taught by professional trainers. Sometimes the customer is right. Yet this should not change the approach taken by customer service agents. Why would it? The role of customer service is to help customers, so right or wrong should only enter the equation in a purely factual context. A customers complaint should be dealt with in a professional, sympathetic manner. If this involves apologising for an error made by the company, the customer service agent should be prepared to make amends and ensure that the customer is satisfied with both an apology and appropriate restorative measures. Not all customer service roles involve complaints. Some customers simply require help or advice on a product or service. Customer service staff must be trained to provide such assistance with kind authority. Customers gain confidence from a knowledgeable member of staff who promptly and correctly answers queries. Agents should also show an enthusiasm for the product or service in question, while maintaining a courteous, friendly and tolerant attitude to customers at all times.