Customer Service (CONT’D FROM PAGE 1)
Payoff One : Consistently good can build trust. When an organization delivers a solid service experience with few surprises, people know what to expect, and a certain lev- el of trust develops. On the other hand, when a provider delivers an A today, a C tomorrow, and a D next week, the lack of consistency undermines the trust-building process. In short, A, C, D almost always loses to B, B, B. Your Move : Take a hard look at what you’re delivering. Are you steady and consistent, or is there more variation in the service experience? If you’re not performing with reg- ularity, take the time to set basic standards, train on those expectations, and review and refine what you’re doing on an ongoing basis. Payoff Two : Consistently good can grow loyalty and reduce customer churn. Reliable service drives loyal- ty. When customers know what to expect and they’re in need of what you have to offer, they’re more likely to stick with you if haven’t had them on a service roller coaster. If
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you’re great only some of the time and occasionally miss- ing good, you’ve opened the door and invited competitors to give it their best shot to woo your customers away. Your Move : Pay attention to what keeps your custom- ers coming back. Is it because you deliver a solid perfor- mance, is it because nobody else has tried to lure them away? If it’s the latter, it’s time to focus on fundamentals Payoff Three : Consistently good can reduce the like- lihood of disappointment. Organizations that deliver ex- ceptional one day and good the next may find that their good fails to live up to the expectations exceptional sets. Businesses that deliver a consistently good experience are less likely to run the risk of growing customer expec- tations to the point where they can’t be met. Those who chase exceptional too often find that they can’t keep top- ping themselves. Your Move : Ask yourself if any previous efforts to de- light have inadvertently encouraged your customers to ex- pect more than you consistently deliver. If that’s occurred, it’s time to reset expectations. For example, if your normal
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March 27, 2023
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