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The "Top 10" List for Great Customer Service —
And the ONE That Most Companies Ignore!

By Anne M. Obarski

Everyone seems to have a "Top Ten List" these days. David Letterman is famous for his and I find myself trying to guess what his number one item is going to be.

I ran across this list that appeared on the Hawaii Business website a while back. Maybe it peaked my interest because I thought who would ever have to worry about giving good customer service in Hawaii? Everyone is happy to be there or live there, right?

It is probably true no matter what "paradise" you live in, customer service is something that must be worked at on a daily basis. Consistency is the key. As you read this article, see if you can guess which one will be number one!

Top 10 List for Great Service

Number 10 - Never settle for average.
Customer service will remain a sustainable point of difference to competitors if it continually improves.

Number 9 - Don't take it personally.
Find out what you can do to make whatever is wrong with a customer right again.

Number 8 - Renovate.
Everyone loves to see the results of a makeover project.

Number 7 - Build relationships.
You can't manage relationships you do not have.

Number 6 - Empower employees.
Don't make customers wait. Give employees the authority to take care of problems.

Number 5 - Learn how to speak on the phone.
Kevin Johnson, president, Hawaii Call Center Association says finding employees that will represent your company well on the phone starts during the job interview process.

Mr. Johnson told Hawaii Business, "Start by hiring the right people. They need to be polite, well-mannered and have the ability to manage conflict. But most importantly, they've got to be empathetic. We all want to feel like the person we're talking to wants to help us."

Number 4 - Give customers what they want.The Bank of Hawaii developed a program that allowed customers to provide feedback directly to the company's chief executive.

Mike O'Neill, the CEO of The Bank of Hawaii received 4,500 customer comments in the first three months. As a result the bank was able to make changes that have resulted in a higher level of customer satisfaction.

Number 3 - Exceed customer expectations.
The C.S. Wo Gallery, for example, gives customers a half-hour window to expect delivery of the furniture they purchased compared to "the usual eight-hour timeframe" given by others.

Number 2 - "Be available."
Superior customer service requires "being available whenever and however customers want to reach you - be it online, over the phone or in person."

And the Number 1 Idea for Ways to Provide Great Service —  "Invest in your employees."

Did this last one, or should I say, first one surprise you? It shouldn't. It is hard for employees to give great service when they are unhappy in their jobs. I read recently that 82% of American workers are experiencing job stress at least some of the time and that more than one third of workers say their job is negatively affecting their physical or emotional well-being. Stress can lead to illness, depression violence or a lack of productivity!

And you say, "Oh, no, not where I work!" Think again. We can take the Golden rule quote that says, "Do unto others as you would have them do unto you" and update it to say, "Do unto your employees as you would have them do unto your customers".

Care about them, build relationships with your employees, listen to what is stressing them, find solutions to their problems and create an "open-door" policy at all levels of management.

Finally, Gene Hoffman of Retailwire says "Persevere! (It was by perseverance that snails reached the ark.) If you don't sustain your promised efforts, you will become part of the passing parade of retailers who once gave great and personalized customer service."

Now how is that for living in paradise?

Anne M. Obarski is "The Customer Service Spy!" As a professional speaker and trainer, Anne will work with your company to provide you with the clues to keep your customers coming back. Anne presents keynotes, break-out sessions and customized training, nationwide, in the area of customer service. You'll want her two new books, "Surprising Secrets of Mystery Shoppers" and "Real World Customer Service Strategies That Work". For a limited time get her free, "10 Big Secrets to Giving Mystery Shopper Feedback and Get the Changes You Want", by faxing 636-922-2696 on your letterhead and write the words, BIG SECRETS. For more info go to: www.merchandiseconcepts.com or email Anne at anne@merchandiseconcepts.com.

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