The levels of customer service

Have you ever lost your cool simply because you had a horrible customer service experience? Or have you spent an enormous amount of money to set up a business and hire so many people, but your customers are leaving you simply because they couldn’t stand your service. This doesn’t make business sense.

There are different levels of customer service. You need to know where you are and where you stand.

1. SCANDALOUS – Service is terrible.

This kind of service surprises you with how bad it is. It’s like the establishment has a billboard screaming the words: “Go Away! We Don’t Want Your Business!” Your customers will always remember you and will never use your product or service again. At this level, your customers are angry enough to call you and complain. 

Do people talk good things about you, or do they curse and cuss you all the time?

2. CHEAP – Service is substandard.

“We’re Not Satisfied Until You Are Not Satisfied!” This is the point of frustration that can turn into anger – but when it’s over, the customer is not disappointed enough to complain. However, he will tell his friends about the bad experience and will keep in mind not to call you for that kind of service again.
3. PREDICTABLE – Service is average and there is nothing special.

It’s the usual, the norm. The customer comes back to you only if there’s no better option.

4. PREFERRED – Service is what your customers hope for and desire.

At this level you don’t only give what your customers want, you actually give what they like. They will do business with you again because they like who you are and what you do.

5. AMAZING – Superb service goes beyond what was expected. Like a surprise gift you never thought would be there.

At this level, your customers will come back to you again and again. They know that you always provide more than what’s expected.

6. INCREDIBLE – Service is unbelievable.

This is the level of service your customers can’t forget. Word of mouth advertising spreads. This is where the buzz spreads. This is where legends are made. And this is the level where you find the most awaited expression every good business establishment await: “WOW!”

Now you need to evaluate where your current level of service lies.

Progressive companies are constantly looking for creative ways to climb to the next level. They constantly train.  They inspire and they motivate their people to make “Service Excellence” their goal, and they challenge them to go to the next level.

Companies deal with gravitational pull every day. What is gravitational pull?

Rising costs – that’s gravity.

Economic landscape – that’s gravity.

Routine and monotony – that’s gravity.

Rising customer expectation – that’s gravity.

Competition – that’s gravity.

Today, you surprise your customers with fantastic service; tomorrow, your unique practice becomes an industry standard. And then, you’ll realize that you’re actually lagging behind. This is why you need to keep going to the next level.

Here’s how you do it:

1. Keep on raising the bar of customer service delivery.

Service improvement should be the key focus of your business. Don’t just settle for the minimum; aim for higher levels constantly.

2. Keep in touch with your customers.

Know what they like, appreciate or value. What is it in what they like that you’re not yet delivering and that if you do, they would love you for it?

3. Keep on training your people.

There is no such thing as being “over-trained”.

4. Keep your eye on your industry.

Find out what the competition is doing.

5. Keep your eye on other industries.

You can always mix ideas from different businesses with yours.

Seek to improve all the time. Put that “extra” into the ordinary, and soar. The Bible calls this going the “extra mile”. It works all the time.

Take note that the difference between extraordinary and ordinary is that little extra. So go out there and sell more every day!

(Tickets are going out fast in Francis Kong’s big event this year happening on March 1, 2013 at the SMX Convention Center: “Inspiring Excellence.” Learn best practices on business, finance and good citizenship from Butch Jimenez, Chinkee Tan and Alex Lacson.  For registration and tickets, call Inspire Leadership Consultancy Inc. at 632-6310912 or 09228980195. You can also send an email to [email protected].)