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This article was co-written by Michael R. Lewis. Michael R. Lewis is a retired Texas executive, entrepreneur and investment advisor. He has over 40 years of experience in Business & Finance, including the position of Vice President of Blue Cross Blue Shield of Texas. He holds a BBA in Industrial Management from the University of Texas at Austin.
There are 19 references cited in this article that you can view at the bottom of the page.
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Service quality is an important factor contributing to the success of the business. However, many properties are still struggling to improve their services and retain their customers. One bad experience can cause customers to lose interest in business services for many years. [1] X Research Sources But don’t despair! There are a number of methods to improve service quality at your business, from clearly defined and measured service goals and staff motivation, to using customer feedback. and update service tools to better serve customers. Whichever approach you take, improving service quality at your property won’t be as difficult as it once was.
Steps
Motivating the Staff
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Invest in service training, rather than focusing on developing the quality control department. Depending on the size of your business, you may have formed a quality control department. This department tracks and records all quality problems and seeks to resolve them. But depending on quality control can actually put a business at risk of poor performance, as it proves to other employees that quality is not a primary concern. their. Investing in training to train staff at all levels, not just quality control, will help employees know that they have a responsibility to deliver quality service, no matter what role they play. What is the role in the company? [2] X Research Source
- Look at service training gaps for the current workforce. Ask employees to attend a customer service workshop, either online, or in person, as part of a performance improvement request. Hold training sessions that target specific issues or distances, such as how to interact with customers at the cash register or how to deliver a keynote to customers in the call. meeting.
- For example, if you’re trying to improve service at the checkout, you could set up a training session aimed at improving service at the counter. You can discuss how to greet customers at the counter, how to make calls quickly and in a timely manner, and how to change the customer’s money or purchase card at the end of the transaction. You can also instruct employees to perform simulated transactions, by having employees practice as cashiers and other employees acting as customers.
- Don’t stop training employees after the first few days or weeks on the job. You need to let employees know that they can and should learn about your job, your business, and how to serve customers. [3] X Trusted Source US Small Business Administration Go to Source[4] X Research Source
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Set up a new starter program for employees. This program will train new employees on quality and service as soon as they start working. This is a comprehensive program that provides new employees with a clear understanding of the company’s core products, services and business strategy. Furthermore, the program also strengthens the company’s reach to customers and its commitment to quality customer service. [5] X Research Sources
- The program will include an overview of the company’s approach to service. Give examples of customer service issues you’ve encountered in the past and/or are working on, and the solutions you’ve come up with to solve them. This will help the new employee understand your approach to service and how to solve problems.
- Match experienced employees with new employees. Experienced employees can provide first-hand experience of the company’s operations and how to perform well in a given position or role. Experienced staff can also teach new employees how to provide quality service to customers.
- If possible, you should do a new employee orientation yourself. Present in training to show new hires commitment to the new hire program. This will also give you the opportunity to instill company values in new employees immediately and prepare them for success.
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Guide the 30/30 rule. This simple rule includes that employees should greet customers within 30 steps or 30 seconds of entering the store. [6] X Trusted Source US Small Business Administration Go to Source This care will ensure that your customers feel welcome and asked for, resulting in a more positive view of your business.
- Train reception staff in body language as well as words. Saying “hello” doesn’t mean much if it comes from an employee who doesn’t make eye contact, smile, or stand up straight with open body language.
- If your business operates on a website, you should set up an auto-responder system so customers know their messages have been received and you are looking for a way to solve their problems.
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Tie employee behavior into the overall performance of the business. This means showing employees that what they do every day in the workplace has a big impact on customer attitudes and is an important bottom line. Binding individual behavior to the larger system will provide staff with an important insight into how to deliver good quality service every day. [7] X Research Sources
- One way to do this is to challenge employees to commit to providing the best customer service for a month. At the end of the month, you can show employees evidence of improved sales and lower customer complaints than before.
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Encourage employees to think of customer service as the “story” related to your business. Employees are the main team that customers will engage with the business. In most cases, the way they treat customers creates the overall “culture” of a business or store. Understanding that their interactions with customers are not limited to a single exchange at the checkout counter, but that they truly instill the way customers perceive the entire business, will help promote push employees to always provide quality service.
- For example, grocery store Trader Joe’s consistently tops the industry in customer service rankings, as employees are trained to create a friendly, relaxed in-store atmosphere and give ideas. Personal opinion about the product. [8] X Source of Research[9] X Source of Research This approach makes stores a fun place to shop, drawing customers back even though Trader Joe’s stock is often more limited compared to other grocery stores. [10] X Research Source
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Specify service quality goals for employees. These goals need to be challenging, but still achievable. Goal-setting research has shown that setting specific and challenging goals enhances employee performance. Avoid goals that are too easy or vague like “just do your best”. [11] X Research Source
- Focus on specific behaviors and attitudes, such as greeting customers with a smile and greeting, directing guests to fitting rooms and product sizes, and ensuring customer transactions at the checkout Always quick and easy.
- For example, at the Harrah casino in Las Vegas, employees must meet goals established based on individual locations at the casinos, as well as goals established by the hotel group in the Vegas Harrah area. Harrah workplace managers work with employees to ensure that goals are challenging, yet achievable. Harrah combines goal setting and future benefits to motivate individual workers and the entire team. [12] X Research Source
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Recognize and reward improvements in employee performance. Motivate staff by acknowledging achievement and ability to meet or even exceed customer service goals. There are two main ways to reward your employees: [13] X Research Source
- Financial Rewards: One of the easiest ways to give financial rewards is to raise wages and give bonuses to employees. But if you can’t afford to reward all your employees at once, you can improve their finances in other ways. Offers overtime on demand, more affordable healthcare options, and is flexible with care needs for children or the elderly.
- Non-financial rewards: Create a recognition program that shows you appreciate your employees’ hard work and care about customer service. Focus on a program that recognizes employee service time, provides positive customer feedback, or achieves customer service goals. Use rewards like cards, certificates, corporate merchandise, gift certificates, or free products. While these bonuses don’t necessarily benefit employees financially, they do give employees a sense of pride and that achievement is important in maintaining their motivation.
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Let your employees know that there is always room for growth. Another way to motivate and empower your employees is to provide the opportunity to move up in the company or business. Create leadership positions for long-term employees or high-performing employees. Encourage new employees who are always looking for a position or role and give them the opportunity to prove themselves. [14] X Research Source
- You may decide to conduct an annual performance review of your employees to let them know where they are and how performance can be improved for the next year. Performance reviews are also an effective way to reinforce positive behavior in employees and show them where work at the company can go.
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Emphasis on problem solving. This is a very important step to emphasize to employees that they need to be helpful and friendly at all times. Sales staff are polite and friendly but do not understand the item well will not be able to satisfy customers. Likewise, an employee who perceives a problem exists without the ability to solve it will not be able to impress customers.
- If the employee can’t come up with an immediate solution, you need to train the employee to provide an “action plan” to address the issue as soon as possible. For example, if a customer calls complaining about a problem with his lawn mower, but the store is only five minutes away from closing, you could promise the customer that you’ll send someone over the next morning to Fix it.
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Train employees on how to compensate for each problem or complaint. Here’s how to achieve “first and foremost” customer service. Every customer who leaves the store or company must feel happy. Even if you or your staff make a mistake, the customer is still satisfied. Don’t act defensively or accuse the customer of making a mistake. Patiently listen to customer complaints and sincerely apologize. [15] X Research Sources Then, explain how to solve service problems for customers. The world’s most polite employee will not be able to make up for the inability or inability to solve a customer’s problem. [16] X Trusted Source US Small Business Administration Go to Source
- For example, a customer brought in a torn gown in the washing machine. She proved to have bought the shirt from the store two days ago. The customer asked for a refund for the shirt, because it’s not cheap, but it doesn’t last as long as it can be machine washed.
- The employee calls you, the business owner, to discuss how to best serve this customer. Start by apologizing to the customer for the poor quality of the inventory. Then explain that while there are no refunds (as stated on the receipt), you can offer the customer a gift card applicable to the respective store for the amount of the poor quality item, plus with an extra discount on your next purchase. This way, the customer knows you’ve solved her problem and you won’t let her down. You then need to assure the customer that the manufacturer of the damaged garment will be investigated and all remaining items will be recalled.
- Dissatisfied customers will receive incentives for returning to your property. This is more likely to generate goodwill than solving the problem individually.
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Listen to staff feedback. Your staff can provide valuable information that improves your approach to service quality. Paying attention to employee feedback also shows that you care about what they have to say and take your opinions seriously. [17] X Research Source
- Conduct a quality survey at least once a year among employees. Send it by email and set a survey completion date. You can also attach incentives or rewards to encourage employees to submit feedback.
- Maintain open communication with employees by starting the workday with a word of encouragement by the front door of the store. Set expectations of quality service for all customers who approach the property.
- Show specific customer behavior that employees value quality service, such as how to greet customers at the door, chat with them when paying at the counter, and ask if they’d like a consultation. sizing, or use a fitting room. Instead of using words, you should set an example to show employees how to provide excellent service.
Measuring Customer Service Performance
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Determine how quickly you can solve the problem. According to a survey, 69% of customers define “good” customer service as when their issues are resolved quickly and efficiently. 72% of the interviewees said that actions like switching from one person to another or having to explain the situation over and over again were a huge disappointment. [18] X Source of Research You should make an effort to determine the customer’s problem-solving speed. You can ask about this in the survey. For phone calls or online customer inquiries via email or chat, you can use a timer to determine how long it will take to resolve the issue.
- Employees do not always have the knowledge or authority to deal with customer issues. However, they need training to identify the problem immediately and find a fixer. [19] X Research Source
- For example, imagine that you own a beauty store and a customer calls because she wants to buy a particular brand’s nail polish but you don’t enter this category. Instead of telling the customer “We don’t have that,” the employee should make an immediate effort to figure out how to get that nail polish to the customer and tell her when the problem is resolved. handle. This type of behavior is not only friendly, but also helpful and timely, and this can increase customer loyalty to your business.
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Ask for personalized customer feedback. Most customers love to be asked for feedback. This shows you care about their experience and are open to improving or tweaking your approach. [20] X Research Source
- Ask for customer feedback personally, face-to-face, or through personal email. Acknowledge customer response with a prompt reply. Ask for details of a customer’s recent in-store purchase or company product they’ve used or had problems with. Encourage customers to give in-store or workplace experiences and provide feedback so you can improve their experience.
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Conduct a customer service survey. Customer satisfaction includes a number of important factors, such as mental satisfaction, loyalty, satisfaction with a particular attribute of the experience, and intention to return to the establishment. business. [21] X Research Sources Conducting a customer service survey will help you determine the effectiveness of your service.
- Track mental satisfaction with questions to determine “overall quality” or customer satisfaction with their experience.
- Monitor loyalty by asking questions to determine if the person would recommend the property to others. People often trust through word of mouth more than any other form of advertising. [22] X Research Source
- Track satisfaction with specific elements of the experience by asking targeted questions, such as “How satisfied are you with the speed of service today?” Or “How would you rate the length of the wait?”
- Track return intent by asking questions like, “After today, will you come back?” Or “Do you think visiting our store was the right decision?”
- Motivational surveys are a good way for customers to complete a questionnaire. Often, unhappy customers will simply not return to the place that made them unhappy. However, if you give them an incentive to complete the survey and return to your property, such as a free dessert with a snack or a discount on their purchase, they will provide Give feedback and come back again.
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Follow up with issues or complaints. One way to track the quality of service at your business is to track down any customer issues or complaints. Create a database that stores all customer feedback and use a scale to rate the customer experience (5 is very satisfied, 1 is very dissatisfied). You should also note any detailed customer service comments in the database. [23] X Research Sources
- You can also use network promoter points. The network promoter score keeps a tag of how many customers want to refer your business to their friends. A customer who answers 9 or 10 is considered a promoter, a customer who answers 7 or 8 is considered passive, and a customer who scores 6 or below is considered a libel. [24] X Research Source
- By subtracting the number of defamers from the number of promoters, the company gets the network promoter score. The higher the network promoter score, the more satisfied you will be with your customers and keeping them satisfied.
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Set the process ready to prevent this problem from happening again. Both you and the staff handled the customer complaint well, and worked hard to resolve it. But just because a customer leaves the property in good spirits, that doesn’t mean you don’t need to move on. See this as an opportunity to prevent future quality problems. You should ask your employees, “What caused this problem and what can we do to make sure it never happens again?” [25] X Research Sources
- Document the events that led to the customer’s complaint or problem, as well as the solution the staff took to keep the customer happy. For example, it may be that a customer needs a certain dress in the afternoon, but there is no longer that type of dress in the customer’s size. Instead of letting customers leave the store in a sad mood and go home empty-handed, staff should call several other stores in the area to find a dress that fits the customer and pick it up. guest. They will then leave the store in a happy mood after receiving great customer service and will be more likely to return to the store again.
- Another solution to prevent this problem from happening again is to add more dresses in stock of the same size and always check the stock list at the beginning of the business day to try to prevent out of stock. low volume of goods.
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Talk to customers face to face. Avoid hiding behind employees. Customers who want management need easy access to questions, complaints, and concerns. You should be physically present at the property at least once a week to show your dedication to employees and customers. During face-to-face interactions with employees, you can also demonstrate how to perform quality customer service. [26] X Research Sources
- Participate in the day-to-day operations of the business. Not being physically present at work can make you seem distant and out of touch with your business.
Defining Service Objectives
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Consider your business type. Small businesses often have very different customer service expectations than large businesses. Understanding why people choose your store or business will help you help your customers with exactly what they want when they interact with you. [27] X Trusted Source US Small Business Administration Go to Source
- If your company is large, customers can expect a wide selection of goods and services, low prices, and a quick “in and out” shopping experience.
- If you are a small business, then personal interaction, knowledge ability, and problem solving are very important aspects to focus on. You may not have the low prices of big business, but friendly expertise will make up for it. One study found that 70% of customers are willing to pay a higher price if they receive excellent personalized customer service. 81% of customers believe small businesses provide customers with better overall service than large businesses. [28] X Trusted Source US Small Business Administration Go to source
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Make a clear vision statement. Having a clear vision statement for your customer service mission is crucial. You will incorporate this vision statement into employee training and can share it with clients. The vision statement communicates the core values of the business, and the content you cover. [29] X Research Sources
- Consider examples from very successful businesses. ACE Hardware, the highly successful chain of independently owned hardware stores, has been recognized multiple times with the customer service provider award. [30] X Research Source Their Customer Service Vision has a very simple statement: “100% helpful.” [31] X Research Sources Their emphasis on helpfulness, not just friendliness, has helped them compete with large-scale stores like Home Depot and Lowe. [32] X Research Source
- Another example is Amazon with its customer service vision: “We see our customers as the guests of the party, and we are the hosts. Our job every day is to make every aspect important. in a slightly better customer experience”. [33] X Research Source Using a (party guest) metaphor, this vision statement articulates Amazon’s goal: to make customers feel welcome and appreciated, as well as make for a fun and enjoyable shopping experience there.
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Check the public “face” of the business. Your staff is one aspect of the public “face” of your business, where customers interact every day. Other representative aspects of a business’ mission include handling customer service calls and interactions, property location (physical and/or online), and accessibility. [34] X Trusted Source US Small Business Administration Go to source
- This article will introduce how to ensure the customer service skills of employees more in-depth. In general, you should consider that they represent the face of the company, so make sure they are trained to be respectful, friendly, and knowledgeable.
- How do customers interact with you? Can they meet “living people” and exchange immediately, or have to contact the automated system? Studies show that customers are more likely to speak to a person than navigate to an Interactive Response (IVR) system. [35] X Research Sources If you have a social media presence, how quickly do you respond to questions or comments on these accounts?
- What does your business location look like? Is it well laid out, easily accessible, and clearly organized? These factors apply to physical locations as well as online.
- Does the staff and company structure give the impression that customers are free and welcome to approach you with problems? For example, is your contact information clearly visible on your website, and customers in the physical location know who to ask?
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You need to make sure your employees know what “quality of service” means to your business. New and experienced employees should know what “quality of service” means to you and your business. This definition can be made up of larger ideas, like “unity, communication, and connection”, or more specific ideas that are related to specific actions or attitudes. [36] X Research Source
- For example, if you own a clothing retail business, the definition of “quality service” might include specifics such as “always greet customers upon entering the store” or “directly locker room for customers holding one or more items in hand.”
- The definition of “good” customer service depends a lot on your industry and your customers. [37] X Source of Research For example, a talkative salesperson might work in retail, but customers may not want the masseur to be talkative. Likewise, if your customers are older, they value direct human interaction, while younger customers may appreciate easy answers through social media. social media.
Quality Service Tool Upgrade
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Deploy customer-friendly technology. Most people do not use cash to pay for goods and services. Therefore, businesses need to meet the needs and habits of customers. Invest in debit and credit card machines to make payments quick and easy for customers. [38] X Research Source
- If you don’t already have a Point of Sale (POS) system, then you should consider investing. A POS system is computer software that can track a customer’s shopping process and the type of product or service they are purchasing. A POS system allows you to track what makes your customers happy, what products they want to buy, and how often they shop.
- Not only does a POS system increase sales and help you market your products or services more effectively, it also makes your customers feel taken care of. A POS system helps you manage inventory, provide special offers, and give customers the power to determine pricing. You won’t have to worry about customers accidentally reselling inventory or other valuable items.
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Hire a web designer to create a professional website. A website is often a customer’s first impression of a business. Invest in a website designed to showcase products and services that are appealing. [39] X Research Sources
- You need to make sure your website has a version designed for mobile use, as many customers will be browsing the web on mobile phones.
- If you can’t afford to hire a web designer, you can create your own website using WordPress. The website needs to contain the business name, location, contact information and business hours.
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Social media should not be ignored. The internet can act as a very effective catering tool for a business, especially if you use social media to your advantage. In today’s competitive environment, every business needs to have a strong social media presence to connect with customers and keep customers on the premises. [40] X Research Source
- Create a Facebook page and Instagram account for your business. Update social media accounts regularly and involve employees during updates and postings on accounts. It is recommended to use a pound sign for business names, such as #TheShoeStore, to promote your business.
- Be prepared to receive customer feedback on social media. Many customers will likely submit customer service experiences on public pages. This will motivate you to instill a high level of customer service at your property in order to maintain a positive posting!
- Link the website to social media, such as your Facebook page, Instagram account, or Twitter. That way, customers will be redirected to other social media accounts, as well as have more ways to connect with your business.
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This article was co-written by Michael R. Lewis. Michael R. Lewis is a retired Texas executive, entrepreneur and investment advisor. He has over 40 years of experience in Business & Finance, including the position of Vice President of Blue Cross Blue Shield of Texas. He holds a BBA in Industrial Management from the University of Texas at Austin.
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Service quality is an important factor contributing to the success of the business. However, many properties are still struggling to improve their services and retain their customers. One bad experience can cause customers to lose interest in business services for many years. [1] X Research Sources But don’t despair! There are a number of methods to improve service quality at your business, from clearly defined and measured service goals and staff motivation, to using customer feedback. and update service tools to better serve customers. Whichever approach you take, improving service quality at your property won’t be as difficult as it once was.
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