How To Be A Customer-Focused Organization

Would you say that your customers are satisfied with the products and services provided by your organization? Do you think that having satisfied customers indicates that your organization is one that provides exceptional customer service? If so, think about what the word satisfaction really means. When your customers are satisfied, it simply means that you have met their service and performance expectations. It’s like earning a “C” on your report card. Your performance is average – not worse than expected, but not better either.

If you want to be recognized as an outstanding provider of customer service, you have to consistently exceed the expectations of your customers. This is how your organization can build customer loyalty, which is much more important than customer satisfaction. Satisfied customers aren’t angry or upset with you, but they still may choose to do business with your competitors. Loyal customers, on the other hand, are those who choose to keep coming back to you, and choose not to purchase from your competitors. Customer loyalty is based on the relationship between your organization and its customers.

Organizations that are recognized as exceptional providers of customer service are the ones that have incorporated customer-focused behaviors into their daily operations. You can do this at your organization.

Customer focused behavior requires:

1. Make the Customer #1n • Positive initial contactn • Establish rapportn • Don’t keep customers waitingn • Don’t rush customersn • Thank customers
• Encourage customer to returnn • Make customers feel special

2. Appropriate Attituden • Respect the custome
• Keep communication positiven • Professionalism

3. Determine Customer Needsn • Ask questions until you understand the customer’s requestn • Use positively phrased, direct questionsn • Use active listening to convey respect and verify understandingn • Ask how you can better serve the customer’s needs

4. Build Relationshipsn • Be fai
• Keep your wordn • Provide peace of mindn • Seek service opportunitiesn • Know your products and servicesn • Admit errors and lack of knowledge

5. Effective Problem Resolutionn • Empathize with the custome
• Apologizen • Take Ownershipn • Respond to problems in a timely manne
• Formulate/negotiate a win-win solutionn • Don’t take problems/complaints personallyn • Recognize problems as a learning opportunity

Remember that perception is reality with customer service. If your customers don’t see your organization as one that engages in customer-focused behavior, then you are not providing exceptional customer service. Remember that every time anyone who represents your organization comes in contact with a customer or prospective customer, your reputation is on the line. Treating your customers as valued individuals is often more important than price. You can cultivate loyal customers by focusing on the qualitative factors of service that mean a lot to your customers.