Customer service excellence

Need a haircut? Massage services? How about your banking needs?

From something as simple as having a haircut or something as complex as banking needs, the one thing I have observed through the years amidst all the platitudes and fiery speeches of speakers and authors, declaring the digital disruption Armageddon that is upon us, the one thing that is constant is this: “Business is still personal. Business still banks (pun intended) on relationships.”

I do leadership training in many industries. Take the banking industry for example. The relationship of the bank managers with their VIP clients is so close such that when the manager is transferred to another location; it would not be unusual for clients to travel far, brave the traffic and still do business with the bank managers to the consternation of the bank senior leaders who may label this as “unhealthy.” When managers are “poached”, it is likewise very likely that they bring their clients along with them. Doesn’t this apply to hair stylists, barbers, masseuses as well?

Let’s just focus on something simpler; the barber shop business. Even this type of business has undergone a major transition. Many of them have become high-class, providing a glass of beer or a cup of coffee that comes with the service. There is a stack of expensive artsy magazines for ladies waiting for their boyfriends having their hair done, jazz or even classical music playing in the background. So, what does this mean? It means that the barber business has been elevated to another level of business form. My observation on this industry was triggered when my son Bryan entered professional photography. He conceptualized a beautiful campaign for the leading barber chain business in the country. It is clear that the good old days of opening a shop, waiting for the customers to come and give them business has given way to a lot of innovation and artistic touches in order to stand out from the competition. This is intentionally to reach out and bring in the customers. It becomes evident that providing excellent customer service entails practices without which you would not be able to stand out from the competition. Here are some practices for you to consider:

1. YOU HAVE TO CREATE NEW CLIENTS AND MAINTAIN THE OLD ONES.

Create new customers and retain the old ones. This is basic business wisdom. Old clients grow old. New and younger clients are more discriminating. It is easier to retain the old and faithful ones. Equity has been built, but how do you convince the younger generation to try out your services when their perception may be that your business caters to the old and not to the young? Here is a tip: The young hates being perceived as old but the old enjoys being perceived as young. A service business thrives on referrals. You may want to make sure that your establishment appeals to the young who would, in turn, refer you to their friends and their loved ones. This used to be difficult to do. But now, with the advent of social media, it is instant, quick and extremely effective.

2. YOU HAVE TO CREATE MULTIPLE LINES OF COMMUNICATION.

Make yourself accessible in many ways your customers may want to reach you. This principle applies whenever you are online or brick and mortar.

Phone lines, email addresses, and web sites are now minimum. You must now have a dynamic web page, maintain digital spaces and constantly feature interesting materials and content that would engage your existing customers, and attract the prospective ones. Your content should reflect your values, quality of service and your level of care and concern for your clients. So, do not entrust the digital aspect of your work to inexperienced tech people who do not understand business and entrepreneurship. They may cost you a fortune and may not be helpful.

Always ask for feedback. Do not be defensive when negative feedback comes, and do not be arrogant and become complacent when the good ones are received. Always strive to improve. Respond fast to inquiries. Answer their questions ASAP.

3. YOU HAVE TO THINK LIKE YOU ARE THE CUSTOMER.

You may be an owner of a thriving business, but never forget to put yourself in the shoes of the customers. What is it about this business that inspires you and what is it that irritates you? Now, here is the difference. If you were the customer, you would have been very reactive to every negative customer experience. But being the owner, you have to be anticipative and do preventive measures in predicting possible irritants that may drive your customers away. This will become standard competence with you if you focus more on your relationship with the customers and not just the sale you can get from them. Keep them happy and they will keep on going back to you.

4. YOU KEEP YOUR TOILETS CLEAN.

The devil is in the details. And mind you, there are big devils and small devils you can see in the details. My family and I enjoy having lunch in a Chinese shabu-shabu restaurant somewhere in Makati. When the stove was opened, there emerged not just one, not just two but five cockroaches from the wooden table that were escaping the heat.  I called the attention of the manager and she apologized but being a communicator myself, I could easily trace that the apology is scripted and rehearsed. What irritated me was when my daughter told me that the last two times they went there, a cockroach or two appeared, and they reported it and the same apologies were given. But when I was there, a whole committee and welcoming party of cockroaches greeted me! This means that the owners of the business did not care for the customers’ health and safety. Did you ever wonder how this establishment escaped the city sanitation inspection?

The Business is always personal. The challenge now is how to maintain a good, healthy and trusting relationship with the clients and are new clients created? And when all the products and services are similar, the only competitive edge one must have is that the people have been trained to exert excellent customer service and build the relationship with the clients. And then of course, the toilets must be kept clean all the time.

(Join Francis Kong as he presents a whole-day learning event this Nov. 10, 2018 entitled: “Culture of Personal Excellence from 10:00 a.m. to 5:00 p.m. at the beautiful Santolan Town Plaza, Little Baguio, San Juan. Limited seats available. For further inquiries contact April at +63928-559-1798 or register online at www.successoptionsinc/cpe)