Connections to Experts: How to UP Your Customer Service
When it comes to business, delivering quality customer service requires more than just exhibiting a positive attitude. Just ask Ron Kaufman, best-selling author, acclaimed speaker and management consultant for clients around the world. In this interview, Ron offers insights on how to build uplifting customer service into your business.
On the true definition of “service”:
RK: My definition of service is ‘taking action to create value for someone else.’ The first and most important part of this definition is not the action you take, but rather how well you understand the needs, preferences, concerns and aspirations of someone else. Only then can you take the right action to create value for that person. Actions you take that don’t create value can be classified as waste.
On the importance of creating a service-oriented culture:
RK: To build a strong and sustainable competitive advantage, you must take on the larger challenge of building a service culture. That starts with teaching everyone in your company the definition of service, as well as the fundamental service principles that can be applied in any situation. Getting your leadership team committed and fully supportive of service is critical. And you must use every opportunity you have to remind, enable, encourage, support and reinforce your company’s commitment to service every day. Only then will service be a foundation of your company culture.
On how a business determines whether its service needs improvement:
RK: There are some key indicators of a needed service shift. Most commonly, service needs improving when customers complain a lot, don’t come back often—or at all—and when they don’t refer you to other people who need your product or service. Other indications include when you’re losing money by competing on lower prices, and when your employees complain about serving ‘difficult customers.’ Most of all, your service needs improving when you want to stand out from the competition and enjoy higher levels of pricing, market share, customer loyalty and staff commitment.
On the service mindset and “The Big Picture”:
RK: Adopting a service mindset is important, but it must be incorporated into a larger framework we call ‘The Big Picture,’ which includes four categories: Primary Product (the products and services you provide); Delivery Systems (the systems you use to get your products to your customers and your customers to your products); Ongoing Relationships (cultivating value for the future, not just in the current transaction); and Service Mindset (the way you meet, greet and treat other people). Aligning your business with these key elements will supercharge your customer service.
On common misconceptions of service:
RK: Sometimes people think good service is ‘serving others the way you want them to serve you.’ But different people value different things. Some people value speed, while others value time and patience. Some people value options, while others just want you to give them a clear recommendation. What’s important is not to serve people the way you want, but to serve them the way they want. And that means being curious, caring and committed at all times.
