5 Ways Customer Service Managers are Implementing to Increase Customer Focus

According to a Forum Corporation survey of commercial customers lost by 14 major service and manufacturing companies:

15% found a better service/product

15% found a cheaper service/product

20% cited "lack of contact and individual attention from the company"

50% said; "contact from old suppliers" personnel was poor in quality"

These days, it seems that everyone from dog walkers to dotcoms is making "customer service" their mission. Department, discount and convenience stores have all transformed the workers who used to be known as "sales clerks" into "customer service associates"- in theory at least. A recent survey of large corporation CEOs revealed that 67% had customer service earmarked as their top priority. Here are the 5 ways successful managers should implement to increase customer focus.

1. Targeted recruiting and hiring. Today's managers are faced with the challenge of recruiting and hiring people who value customers. The concern far exceeds hiring the right talent; it includes the awareness of hiring for the cultural fit of their organization. It is true that a strong correlation exists between hiring the right customer service talent and customer satisfaction, effective productivity and increased bottom line profitability.

2. Listen for what customers really need. While the extra effort being put forth to be customer focused is encouraging, there is a big difference between customer service and customer satisfaction. This is where many companies get confused and customer service efforts can go awry. Customer satisfaction is an outcome; customer service is a means or strategy for achieving that outcome. To move toward greater customer satisfaction, businesses must focus on what it is that, indeed, satisfies the customer instead of just focusing on the activities themselves.

3. Handle tough customers with tact. Quality of service is what distinguishes one company from another. Far more than in product-producing companies, in service organizations. The actions of people are the key to quality. The leadership skills of managers in service organizations can contribute significantly to the quality of customer service efforts.

4. Conduct customer surveys. Develop and implement a customer survey program. This will attempt to understand customers' satisfaction with the company, its products and services. Companies will ask key questions about the customers' experiences and determine the overall level of customer satisfaction. Compare results of survey against internal performance measurements to ensure their validity. Managers will use such survey results to understand customer expectation and increase customer loyalty.

5. Motivate employees to be customer-focused. Managers need to create a sense of enthusiasm and energy that would be powerful and contagious for their employees and customers. Employee excitement, know how and determination offer insights to the growth of customer base and success of any organization. Incorporating true customer focus into company practices simply makes good business sense. It not only helps good managers become better managers, but more effective leaders. Bringing with it continual improvement, it also aids organizations so that they are better able to take advantage of, and adapt to, the changing environment that is today's marketplace. Business can't exist without customers, and customers don't let businesses exist without customer service. This all-important aspect of your company begins with becoming customer-focused. Instead of viewing things from your business' perspective, you must learn to view circumstances from that of your clients. To stay successful, customer satisfaction is a must!

Tips & Tactics

? Pay attention to customer feedback: It's the only way you'll really know what they want

? Embrace Technology: It can help you save tremendously on customer service costs.

? Make customer satisfaction a priority: From the top executives down, give your corporate culture a customer-focused angle.

Vera Haitayan, Principal Consultant of The Leadership Laboratory., a California-based employee development and process improvement consulting firm and is the senior editor of The Stepping Stone Newsletter featuring leadership and process improvement best practices. http://www.1leadershiplab.com mailto: vera@1leadershiplab.com

---

What Type Of Software Is This?

The other day while at the book store, I came... Read More

What Do Your Clients REALLY Think of You?

*********************************************Know Thyself - Socrates*********************************************I'd like to start this article with... Read More

When the Customer Demands: Give a Discount or Lose the Order

Periodically every sales person encounters the customer who refuses to... Read More

Handling Difficult Customers - 8 Strategies

In any business our customers are one of our most... Read More

4 Easy Steps to Better Online Customer Support

Customer support is very important when you're running a business,... Read More

Under Promise & Over Perform: The Art of Managing Customer Expectations

I'll always feel warmly about Conrad's restaurant, in Glendale, California.On... Read More

Dont Be Afraid To Give Problem Customers The Boot

Q: In a recent column you made the point that... Read More

Call Center Software - Your Tool of Choice in Customer Relations

The call center represents your first line of communication with... Read More

What Every Employee Should Know About How to See Customers Problems from Their Creative Side

Customer Service is a blessing and a curse; a blessing... Read More

Keeping Clients Happy Keeps them Coming Back

Whether you are a seasoned small business professional, or you... Read More

Businesses Need to Rehumanise

Big companies and corporations have lost the human touch. The... Read More

Making the Connection: Customer Relationships That Build Your Business

Have you ever wondered why you often find a coupon... Read More

You Bever Know Who Youre Serving

You Never Know Who You're Serving when customers turn irate.I... Read More

From Scowl to Smile: 5 Practical Steps to Instill Exceptional Customer Service

Whether in a restaurant, a retail establishment, or the local... Read More

Customer Service - How Good Are YOU?

At 8.30 am a wealthy client (on his way to... Read More

Do You Want More Profits? - Follow The Golden Rules Of Providing Good Customer Service

Last night I was at my computer and a Skype... Read More

How to Succeed in Business Without Compromising Your Integrity

I spent some twenty years in the corporate world, for... Read More

Modern Call Center Solutions - Keeping in Touch is the Key

Call center solutions solve a range of age-old problems. As... Read More

Automating Your Customer Support

My regular readers will know that one of the things... Read More

Mexico: Online Ordering?Dont!

I got it into my head sometime in December 2004... Read More

Customer First Customer Service

The world of customer service is rapidly changing. Thirty years... Read More

Passing the After-Sales Test

Some time ago a major UK food retailer decided to... Read More

Customers Who Rave About You and Your Service

According to customer service studies by marketing gurus of the... Read More

4 Tips Toward Overcoming Bad Customer Service

Customer service is the pits, you say. You are not... Read More

11 Ways to Get What You Want - Be a Clever Customer!

We all want great service, whether we are buying our... Read More