How do you compare? Tips to Provide Best-in-Class Customer Service
I had to call the customer-service department the other day at my wireless-service company, and listened to a series of prompts and sub-prompts. As I was doing so, I thought to myself that I wouldn't be in a phone maze if if I called my bank, because they always have someone pick up the phone. They have no prompts on their phones. Think about that though. These two companies aren't in the same industry and yet I am comparing the experience I have at one with the other.Chances are your clients are doing the same thing. They're comparing your service delivery to the service they get from industries you wouldn't even consider to be your competition. When is the last time you walked into a store and compared the employees you met to those you met at Disney? Or compared the website of one company to the website to another in a different industry? Compared banking services between firms who aren't considered competitors? Your service may be adequate if you're only comparing your service delivery to your competition, but what if you were to expand the scope to best-in-class service providers, just as your clients are? How would you measure up then?
If you want to turn your clients into advocates, it is necessary to provide best-in-class service for the touch points that are important to your clients. This is true because even if your customers don't leave, they also may not tell others they should work with you either. Why would they, if the service you provide compared to best-in-class service providers falls short?
- List all of your customer-touch points. Include in your list things such as your phones, website, statements, office, store or restaurant. Detail the experience you currently provide.
- Detail the best-in-class service experience for each touch point listed above. This won't necessarily be the experience provided by your competition, but the best-in-class experience provided by anyone in any industry.
- Compare the experience you provide to the best-in-class service provider. That will identify your true gap.
- Prioritize and close the important gaps based upon what is important to your clients and the cost and difficulty to implement the change. Even if you don't close the gaps immediately, it is important to understand where you stand all the same.
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Posted by Susan Hoekstra at 7/13/2009 6:22 AM 
Categories: Customer Service Tips - competitive advantage
Tags: Proactive Service Customer service Susan J. Hoekstra The Service Journey competion Susan Hoekstra Service
Categories: Customer Service Tips - competitive advantage
Tags: Proactive Service Customer service Susan J. Hoekstra The Service Journey competion Susan Hoekstra Service
This is a great posting. You are absolutely on point saying that us as consumers most definitely compare the service we receive on a daily basis to those companies that provide best-in-class service. It's pretty sad how many services providers fall short when it comes to service. There is SOOOO much they can learn from your experience and wisdom. I recently went on a cruise and it was amazing the exceptional level of service that I received from the moment I arrived to the dock. I was thinking to myself how rare it is to get this type of exceptional service and how nice it would be if we did get it all the time.. or at least some of the time.
Here's a little taste of the type of service that the ALL of the employees of this cruise line CONSISTENTLY deliver. I emphasis the word "consistent" as I've cruised with this line several times before and they've always exceeded expectations and I know what to expect as they never seem to falter on the level of service. That's why I've traveled with them 6 times as I know that the service is going to be amazing.
From the time we stepped foot on the Pier we were politely greeted by employees who were extremely organized and made the embarkation process a breeze... now that's a challenging feat considering there's about 3000 people checking in. Everytime we passed an employee whether the person was part of the wait staff, room stewards, maintenance work to the cruise director employees each greeted you with a big smile and asked if there was anything they could do to make our stay more pleasurable.
Our room steward was amazing... as we were walking into our room the first time she came right up and greeted us by name... She knew who we were and she even welcomed us back on board. And it didn't stop there. She was always so attentive to our needs. The service that this cruise line delivers is top notch.
Even our wait staff at dinner time was AMAZING. The second night of dining with them they automatically brought us our favorite beverage without us even asking and they would do little things like that throughout our dining experience with them.
We never encountered anyone who was rude or not willing to provide the best service possible.
I was so happy to complete the survey they provided as I couldn't wait to express my thanks and happiness. I would recommend and have recommended many people to travel with Princess Cruise Lines. Now if only other service providers provided this level of service, despite the industry. Delivering excellent service should be a key focus for any organization... cruise line, car dealership, restaurant... you name it.
When I receive great service I love to tell others and what better advertisement for the company than a referral.
Delivering great service takes hard work and consistency but the benefits are endless.
Couldn't have said it better myself Laura. THANK YOU! Susan
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