In today’s competitive market, service excellence is a must every day and in every way.
Consumer expectations are reshaping that experience, placing new pressures on all industries to transform to keep pace.
Shifting to value-based service can create a more participatory experience for consumers and associates. Think about your most recent great or less than ideal experience. Did you feel listened to, valued, appreciated? Was the staff member focused on you? Was it, “I’m glad you are here; I can definitely help you with that!” Or was it, “I’m sorry; that is our policy, and there is nothing that I can do.” Did you feel judged or embraced?
To better understand the mindset around customer experience, I posed these questions to a multidisciplinary group of employees in diverse business settings:
• What are your top three key words surrounding service excellence?
• What is the greatest asset you bring to the workplace?
• What gets in the way of service delivery?
The responses were consistent and certainly not surprising. Keywords included accountability, consistency, engagement, communication, empowerment and reputation. Greatest assets were enthusiasm, attitude, commitment, optimism and motivation. Finally, what gets in the way of service delivery: technology, messaging, staffing, resources and competing priorities.
Think about your own work setting. Would your responses be similar? Would you be your customer, and would you return after a less-than-perfect experience? What do you look for when you make a purchase, sign a contract or shop for goods and services?
Given the results of this survey, there are five ways we can level up the customer experience across generations and industries.
1. Awareness: Be aware of how your role contributes to the greater good of the organization.
2. Initiative: Be proactive in your willingness to solve problems and offer solutions.
3. Responsibility: Assume responsibility for your actions, and learn from consequences; enhance trust and connection.
4. Communication: Be an active listener, ask clarifying questions, make clear requests and commitments, express regret if others are experiencing an issue and allow them to share their problems.
5. Curiosity: Be sensitive to cultural differences; tune in to people, products and offerings; identify what others want, need, value and expect.
Customer experience is a commitment in need of a 30/50/90-day plan. Let’s use the five ways above to improve more than just direct service. These steps will address overall value and outcomes. Start with the keywords listed above and create your own 30/60/90-day plan based on communication, engagement and empowerment.
30 Days: Communication
Think of ways in which you can enhance communication across departments. What can you do better to make your communication transparent, timely, and kind?
60 Days: Engagement
Create a memorable experience with a personal greeting (live) or warm welcome (online) that lets consumers know that they are appreciated and that their opinions matter.
90 Days: Empowerment
Evaluate the department that maximizes use of data analysis to produce successful results, then link it to operational data to identify areas for improvement and celebrate success stories.
Customer experience may include a transaction, an encounter, an emotional experience, or a special memory. Allow your level of service to differentiate you from the competition and up your game. Start now with the 30/60/90-day plan, and make it a commitment for life!
