The Unlikely Way to Check Your True Service Philosophy

Companies have two customer service philosophies.

The first one is the outstanding service fantasy. Executives preach about being great. There's an occasional initiative to rally the team. Perhaps the company advertises it's stellar service quality. 

The second philosophy is the reality.

This is how people at the company really feel about service. You can see this in executive decisions, the way managers lead their teams, and the actions of their employees.

The two philosophies don't match at most companies. The fantasy is that service is great, but the reality is quite different. Service is mediocre at best. It might even be terrible.

Only a very few companies have melded these two philosophies together; where the fantasy of customer-focus is also the reality.

Want to check your organization?

There's a simple test via an unlikely source. Go see how your accounts payable team is treating your vendors. This little test is based on the principle that who you are is how you serve.

Read on to see the answer key.

Result: Vendors Are Paid Late

Some companies are consistently late paying bills. 

These dead beats stretch payments past the agreed upon terms. An excuse is invented to cause a delay. Or, the bureaucratic trolls in the accounts payable department will sit on an invoice until the due date and then start the lengthy payment process.

It's a procedure built on the company's convenience and desire to conserve cash flow. It also reveals a rotten core.

You can't treat your vendors with disrespect and then suddenly flip a switch when it comes to your own customers. These payment delays come from the real customer service philosophy, not the fantasy one.

I've worked with a few companies like this. These organizations are typically hopeless. 

 

Result: Vendors Are Paid On Time

These organizations consistently pay vendors on time.

Payment terms are agreed upon and that's exactly how the company pays its bills. Occasionally, a payment gets delayed for an oddball reason like an incorrect purchase order number, but someone from the accounts payable department generally gets it sorted out.

There's nothing wrong with organizations like this, but there's nothing special either.

You can see the same philosophy in the way employees at these companies treat customers. Do what you say you are going to do and then scramble to fix things when they go wrong.

 

Result: Vendors Are Paid Early

A few companies pay vendors early.

Let's say a bill is due in 30 days. These rare organizations might pay in 16. Why? First, it's easier to avoid being late if you pay early. When something occasionally goes wrong, you can fix it and still be on time.

Second, leaders in these organizations realize their vendors are important stakeholders. They pay early because they want to keep their vendors happy. It's a strategic move.

I've worked with quite a few companies like this. They have all had a strong, customer-focused culture. Leaders consistently insist that all stakeholders (customers, vendors, employees, etc.) are treated like valued customers.

Paying early is part of their organizational DNA. It's how they are.

9 Ways to Promote Your Customer Service Vision to the Team

There's a common criticism about customer service visions.

The perception is you put a lot of work into writing one. Maybe you hire some expensive consultants to run a bunch of focus groups or spend a day on it at an executive retreat. And then... 

Nothing. 

Employees forget it. Service quality remains unchanged. The vision gathers dust somewhere in an abandoned file. All that time, money, and effort wasted.

The promise of a customer service vision is still real. It's a shared definition of outstanding service. In theory, this is essential to getting everyone on the same page.

The challenge is you need a way to promote the vision to your team. Get them engaged and excited. And, keep it alive for years to come after that initial roll-out.

Here are nine ways you can do it.

 

9 Ways to Promote the Customer Service Vision

 

#1 Set SMART Goals

Many customer service teams use metrics to manage their performance. You can incorporate your vision into your daily work by setting a SMART goal for at least one of your metrics. 

SMART is an acronym:

  • Specific

  • Measurable

  • Attainable

  • Relevant <----- Here's where you connect your goal to your vision.

  • Time Bound

You can use this SMART goal worksheet as a guide.

 

#2 Hire With Your Vision in Mind

It will be much easier to get your team on-board if you hire people who can naturally identify with your customer service vision.

Here's how:

  1. Create an ideal candidate profile that incorporates your vision

  2. Develop tests to see if job candidates fit the profile

This short video from Shopify is a terrific example of an ideal candidate profile.

#3 Train the Vision

Training is the perfect time to introduce or reinforce the customer service vision. It's not just customer service training. Any training is a good opportunity.

Here are some examples:

  • New hire training

  • Customer service training (of course)

  • New system training

  • Policy or procedure training

  • Product training

I once had a client who insisted on incorporating their customer service vision into anti-harassment compliance training. Their thinking was that the way co-workers treated each other was a form of customer service, and that treatment would naturally extend to the way they treated customers.

This short video explains how you can incorporate culture into your new hire training.

#4 Empower Employees Through The Vision

Your customer service vision is meaningless if employees aren't empowered to fulfill it. 

Last year, I made a list of five reasons why managers don't empower their employees. One reason was employees don't realize what they're empowered to do to help their customers.

One way to overcome this barrier is to ask employees to contribute ideas on how they can fulfill the customer service vision with their customers.

You can use this guide to learn how to empower your employees.

 

#5 Have Leaders Talk About It

Employees tend to understand something's importance by how often leaders talk about it. 

That means if you want your employees to remember the customer service vision, you need to talk about it a lot. As in, every chance you get.

Fortunately, there are many opportunities:

  • Team meetings

  • Daily huddles (stand-ups, pre-shifts, tailgates, etc.)

  • One-on-one meetings

  • Casual conversations

  • After action discussions

  • Annual performance reviews

 

#6 Have Executives Talk About It

Customer service leaders aren't the only people who should promote the customer service vision. Executive leadership should promote the vision too.

At one company I know, the CEO kicks off quarterly all-employee meetings with a review of their customer service vision. He shares specific examples of results and behaviors that match the vision.

This helps employees understand that support for the vision goes all the way to the top.

 

#7 Create a Culture Page

Many companies create a culture page on their website to describe what it's like to work for them. It's a recruiting tool, but it's also a prime opportunity to promote your customer service vision.

JetBlue has led the airline industry on the American Customer Satisfaction Index for five straight years. Their customer service vision (also their mission) is to inspire humanity.

This is a screen shot from its culture page:

They've also created this short video that describes how they are different. Notice how their mission (a.k.a. customer service vision) plays a starring role.

#8 Involve Your Employees

A fun way to promote your customer service vision is to get your employees involved.

Here's an example from the Center for Sustainable Energy's Clean Vehicle Rebate Project. Their customer service vision is this:

Make it easy to join the clean vehicle movement.

One thing this team did to promote the vision was to ask employees to think of words that described how their co-workers supported the vision. The words were then arranged in a word cloud shaped like a car to showcase their many positive attributes:

Source: Clean Vehicle Reb

#9 Use it to Guide Decisions

There's nothing that can promote your customer service vision faster than using it to guide your decisions.

REI's amazing Opt Outside campaign is an outstanding example. In 2015, the outdoor gear retailer decided to close their stores on Black Friday. This included their online store!

The decision was a clear reflection of their customer service vision:

We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.

REI's President and CEO, Jerry Stritzke said, "Black Friday is the perfect time to remind ourselves of the essential truth that life is richer, more connected and complete when you choose to spend it outside. We’re closing our doors, paying our employees to get out there, and inviting America to OptOutside with us because we love great gear, but we are even more passionate about the experiences it unlocks."

Bonus Vision Resource

You can learn more about creating and sharing a customer service vision from The Service Culture Handbook.

How to Develop the Perfect Phone Greeting

One chance.

That's how many opportunities you get to make a first impression. When you serve customers over the phone, that one chance is your phone greeting.

How does your greeting sound? 

A warm and friendly greeting can start the call off right. It can give your caller the confidence that you will help them. They may not even realize that your enthusiasm makes them feel better.

The wrong greeting can do the opposite. The caller will suspect they're in for yet another service failure from a lackluster service representative. (You don't want to be that person, do you?)

People discount the importance of practicing your greeting. I disagree. Developing a good greeting is essential to outstanding customer service.

Here’s how to do it.

A smiling call center agent greets a customer.

Step 1: Decide What to Say

A perfect phone greeting consists of three simple elements:

  • Salutation: “Good morning,” Thank you for calling,” “Hello,” etc.

  • Your Name

  • Offer of assistance: “How may I help you?” etc.

Don’t be afraid to try different salutations or offer assistance in different ways. This can help keep your greeting fresh and sincere, whether it’s the first call of the day or your 50th.

The specific words you use don’t matter as much as how you deliver them.

A greeting should convey warmth, friendliness, and confidence. It should let the other person know you’re there for them and happy to help.

Some companies saddle their employees with clunky, scripted greetings. I’m not a fan! But if you must greet your customers a certain way, you can still use the next two steps.

Step 2: Mind Your Body Language

Our body language has a big impact on how we deliver a phone greeting. Your tone of voice will exude more warmth when you smile, sit up straight, and focus your attention.

Try to imagine the caller is sitting right in front of you rather than talking to you on the phone. This makes it easier to remember to use positive body language.

For example, of the two photos below, who would you want to talk to?

Smiling, friendly employee.
Upset, scowling employee.

Some people place a small mirror at their desk so they can see themselves talk on the phone. The mirror helps them remember to smile. If you aren’t sure if this technique will work for you, why not try it out and see?

Step 3: Tune Out Distractions

Distractions can make it much more difficult to deliver our best greeting. Take a breath and focus your attention on the incoming call before answering.

Here are a few common distractions that get in the way of a perfect greeting:

  • Trying to finish up an email as you answer the phone.

  • Loud conversations from coworkers sitting near you.

  • Pop-up windows and other notifications on your computer screen.

Fatigue is one of the biggest distractions. Research shows that customer satisfaction is at its lowest in the afternoon, when many people are nearing the end of their shift.

A Perfect Phone Greeting Example

This short video will show you examples of all these principles in action.

This video is part of the Phone-Based Customer Service course on LinkedIn Learning. There are three ways to access the entire course:

Phone Skills Workout: Practice Your Greeting

Now that you’ve worked out what to say, how to say it, and how to stay focused, it’s time to do a little practice. Use the recording feature on your smart phone to record yourself delivering your best greeting. Evaluate yourself with three questions:

  • Did your greeting include the three elements (salutation, name, offer of assistance)?

  • Did your tone sound warm and friendly?

  • Did your greeting inspire confidence?

Try practicing a few times until you feel really good about what you hear. Then implement your perfect greeting with your next customer.

NewVoiceMedia Report: Service Failures Cost $62 Billion Per Year

A new report from NewVoiceMedia estimates that poor customer service cost U.S. businesses $62 billion in 2015. 

That's a 50 percent increase from 2013. The short version of what's happening is customer service is getting worse and customers are defecting at a higher rate.

The real question is what does this mean to your business? And, what can be done about it?

Here are some key findings from the report along with some solutions and resources. You may also download the full report here.

The Big Problem: Customer Churn

A few months ago, I published a list of 13 ways to calculate the cost of customer service. Right at the top of the list was repeat business.

Customer churn, retention, turnover, or whatever you want to call it is a big issue. If a customer is doing business with your company and then takes that business to a competitor, you've lost money.

NewVoiceMedia cites an 11 percent increase in customers leaving a company due to poor customer service. It's helpful to do the math to see just how big a problem this is in your company.

I'll use a service failure example from Adobe Connect. I tried eight times to renew my subscription without success, but finally gave up due to their poor service.

Start by calculating your customers' average lifetime value. That's how much the typical customer spends per year multiplied by how many years a customer may reasonably do business with your company.

Here are my Adobe Connect numbers:

  • Annual revenue = $540

  • Years as a customer = 7

  • Lifetime value = $3,780

Next, calculate the number of customers you've lost over a given time period. 

Finally, multiple the number of lost customers by your customers' average lifetime value. I don't know how many customers Adobe Connect has lost due to this issue but I can show you the financial impact at various levels:

  • 100 customers lost = $378,000

  • 1,000 customers lost = $3,780,000

  • 10,000 customers lost = $37,800,000

NewVoiceMedia found that customers are getting even less tolerant of poor customer service. The report revealed that 33 percent of customers switched companies more than once in the past year due to poor service. And, 25 - 34 year-olds are 68 percent more likely to switch than the 55+ crowd.

 

The Culprit

In an age of technology, our technology is causing a lot of problems.

Self-service isn't easy or it doesn't work. One system doesn't talk to another. Agents don't have access to essential information. We still have to give the phone agent the same account number we just punched into our phone.

For Adobe Connect, I tried using self-service to renew my subscription but came up short. Next, I tried chatting with a service rep, but he didn't have access and couldn't help me. I also tried tweeting my issue without success. Both the chat rep and the twitter agent asked me to call.

This type of shoddy service drives customers to call your business for issues they'd be perfectly happy solving themselves. 

The NewVoiceMedia report found that 70 percent of customers thought calling was the quickest way to resolve an issue, but only 58 percent said the phone was their preferred channel. 

For many companies, the phone is the most expensive channel to serve. So, not only is poor service driving customers away, the customers we do keep are costing us more.

To address this issue, I recommend making a list of the top ten reasons that customers call your customer service department. Next, identify ways you can prevent those calls from happening in the first place. 

Here are just a few sample solutions:

  • Fix the issue that causes people to call.

  • Improve access to self-service on your website.

  • Make your website or app more intuitive.

  • Empower agents serving other channels to do more.

  • Proactively engage customers on known issues.

That last one looks like this:

Let's say you're a cable company and your service suddenly goes down in a neighborhood. This would normally trigger a flood of phone calls. You could reduce those calls by emailing affected customers, posting an update on your website (right by your phone number), and sharing the update via social media.

There will still be some customers who call. When they do, the 2015 National Rage Study from CCMC found that the number one thing these customers want is to be treated with dignity.

This means making sure your agents are trained to work with upset customers and are fully empowered to handle issues.

 

Resources

These resources can help you stem the tide of defecting customers.

The Effortless Experience is a great book that outlines how to make things easier for your customers to do business with you, and why that's an essential part of customer loyalty.

You can revamp your customer service survey or start up a customer listening program to identify reasons customers are unhappy before they leave. Here's a video-based training course that can help you.

A customer service assessment can help you take an internal look at your service operation. You can try the self-service starter version or request a consultation for a full in-depth assessment.

Finally, give your team phone-specific customer service training to help them prevent customers from leaving. You'll need a Lynda.com account to access the full training video, but you can get a 10-day trial.