Learning

The International Customer Service Institute is running a regular Q&A session with internationally recognised service quality experts. This months Q&A session is with Christine Corelli. 

Christine Corelli is an internationally recognized customer service expert. She is the author of five business books including the popular, "Wake Up and Smell the Competition." She has shared her insights on platforms in fourteen countries and has had over two hundred articles published in leading publications. To learn more, visit her website: http://www.customerservicekeynotespeaker.com

What is the difference between offering good customer service and delivering service excellence? 

Good customer service is just that…good.  It is acceptable, but it will never make any organization stand out in the minds of customers.  Based on my experience, service excellence can be described as consistently great service from the first impression, during, and after the sales. This holds true whether you sell b2b or b2c.  You cannot create a culture for service excellence unless every single person in the organization is dedicated to treating customers and each other with courtesy, speed, efficiency and a positive attitude.

In today's highly competitive world where customers are most "service savvy," and have higher expectations, if you don't excel in every aspect of the customer experience, they'll take their buying power elsewhere. It's that simple.

What do you think is the deadliest mistake in customer service or should we say "Service Excellence"? 

The deadliest mistake is when an organization boasts a high level of service, 100% customer satisfaction, makes a brand promise on their marketing and advertising, then the person who serves any particular customer does not reflect the highest level of professionalism, and service.   

Do any examples of companies come to mind that clearly show the difference between offering good customer service and delivering service excellence? 

Good service does not make anyone, including myself remember them. As I stated earlier, it's expected. There's nothing that makes them stand out in customers' minds, including my own!  Apple Computer stores exemplify service excellence. Four Seasons Hotels and Ritz Carlton Hotels also demonstrate excellent service. Singapore Airlines has for years, set the standard for service excellence in the airline industry.

Please give practical advice to the leaders who are striving for excellence. What are the main steps the organisations should follow to achieve service excellence? 

Leaders should do the following:

• Identify and eliminate any service flaws that may exist. Ask for employees' help in doing so.
• Train their people on customer service. Don't think people automatically know how to treat customers.
• Develop a warm, friendly, language for all customer-facing professionals to apply. "I'm always here for you." "It's my pleasure to serve you." "Is there anything more I can do for you today?"
• Appoint a Director of Service Excellence to ensure quality service is consistent.
• Document complaints so that you know what you need to change.
• Be proactive in preventing complaints from occurring.
• Find ways to "UP the WOW factor."  Strive to go above and beyond what any of your competitors do.
• Streamline procedures to make it easier to do business with your company.
• Overcompensate a customer if you make a mistake.
• Treat your employees as well as your best customers.
• Make sure your employees know that sales is directly affected by the support they give to customers. 
• Measure customer satisfaction every year. Strive for higher scores each year.

These are just a few things leaders can do. Last, instill an obsession in each individual to deliver service excellence with every customer, every day.  In the end, the customer will be your final judge and jury.  The question to ask each day…"Would you buy from YOU?"