Great customer service is not an accident. Beyond the immediate experience, the primary concern of your customers is that they will continue to receive great service every time they encounter your business. Service that is great one time, terrible next and mediocre the time after that will drive away customers quickly.
Mature businesses understand this concept and develop systems to serve their client’s needs and, when feasible, go above and beyond.
Let’s consider the average rental car company office at a busy airport. For all offsite offices the company may expect that the weary traveler needs transportation – typically a shuttle bus or van – to reach the office and sign for the car. If you’ve ever traveled to a new airport and tried to find the right curb for the right rental car company you may know how confusing this can be.
Imagine for a moment that your car rental company sent you a simple email with easy to follow instructions on your arrival airport, how to get from the terminals to the shuttle area, the hours that shuttles run and how to contact the office for help.
That’s the level of customer service that each and every business should strive to achieve and, the best part, is that by systematizing the process you won’t have to invest a lot of time or money into making it reality.
Great customer service doesn’t happen by accident, it’s measured and researched and designed with the client in mind.
By systematizing your processes the majority of your investment happens up front when you are reviewing and preparing. Then, once the system is complete, it can usually go on auto pilot.
For the airport example, a simple rule that recognizes each rental reservation at LAX would trigger an email to send 24 hours before the pick up time.
Another benefit of systems is that once the first iteration is complete, each subsequent system is easier to adapt. By completing the LAX to rental company instructions, the national office can recreate such a system for other airport locations, substituting the maps, written instructions and contact information.
Systems enable you to deliver high levels of customer service as standard practice, increasing the value of your offers and conditioning your clientele to expect the best from you and your team. It’s not just receiving one great customer experience that makes a difference, but the consistency that encourages repeat business.
Don’t you want your clients and customers to say the same thing after they encounter your business? If you want to make an impression that creates loyalty then you need solid customer service systems to guarantee that your business is meeting and exceeding expectations.