Customer interaction at all levels of the company is fundamental to its success. A rude employee in customer service, or a delivery driver with a bad attitude can leave a lasting negative impression on a customer. But even more common is the staff member or manager who ‘bags’ the company in public, on Facebook or on email.
Imagine this being said about your business to a client:
Imagine this said to a friend at a BBQ, on Twitter or on Facebook:
Think about how much your company spends on advertising and marketing… Now ask yourself how much of this money is wasted if you have staff that are miserable, rude to customers, frustrated and angry?
If a company is working hard to boost its image as a friendly and warm business the efforts are significantly undermined if the staff are presenting the opposite.
This one-to-one customer interaction is sometimes referred to as verbal branding. The reason it’s called branding is because people associate these interactions with your overall company, so pay close attention to how these conversations pan out.
It’s easy to give examples of poor customer service. Rudeness, abruptness, frustration and anger are all things we should avoid, but what should we put in their place? Ideally, you want any conversations with customers to be positive, authentic and helpful.
Selection of the right people
Unfortunately it doesn’t always help to just tell everyone in the company to be more positive and willing to help. It has to come from an honest genuine caring basis. It is this authenticity that will separate your organisation from the competition. And for this we need to select the right staff with the right attitudes and values in the first place.
Training is also important. Give people the essential service principles and strategies for your business and reinforce these messages. Do we have standards and rules for our products and services? Outline the rules for what can and can’t be said about the businesses – internally and externally.
Do everything you can to boost morale, particularly if you are managing a department that has a lot of customer interaction. The results may not be obvious and immediate, but over time a more enjoyable workplace will result in more positive communications that will leave your customers feeling satisfied and glad to do business with you. And your team will HAPPILY talk about the company and its service in a positive light, thereby talking up your business, not down!
Eve Ash is an award-wining producer of training videos on a wide range of topics to improve business. A newly release DVD Talking up Your Business features Carolyn Stafford, Director of Connect Marketing who gives valuable tips and advice. Other DVDs can be found to help you boost morale at www.7dimensions.com.au.
Smart Company is the leading online publication in Australia for free news, information and resources catering to Australia’s entrepreneurs, small and medium business owners and business managers.
