Every service request is an opportunity to build a relationship with a customer. Too often, service staff see big complaints as annoying and unpleasant parts of the job. Difficult cases are passed off because “out of sight, out of mind”. This vision of handling customers is rubbish, but understandable. Afterall, it can be unpleasant to interact with upset people all day, even more so if companies offer no incentive to make customers happy.
So, how do you turn it around?
Leading employees from negative knee-jerk reactions to a positive brand-building outlook requires that they first understand and embrace their purpose in your organization. They are not just there to answer tickets, emails, and phone calls. All service professionals are to provide genuine care for customers, to delight them, and should be given the appropriate time and resources to accomplish this purpose. This can often lead to extraordinary measures, outside of standard practice.
But if we’re looking to create the absolute best experience for our customers, shouldn’t we go beyond the expected?
Here are 3 ways to share and build purpose with your team:
Put the writing on the wall - you will need to come up with something that is easy to remember and broad enough to encompass the variety of ways your team can provide service on and off the clock. (i.e. The happiness of the customer comes first.)
Publicly reward those who understand and fulfill their purpose - most companies have a variety of propaganda floating around the office, but like politicians, very few mean what they say. You have to mean it and one way to show this is to consistently recognize and rewards those that practice what we preach.
Empower your team for success - make everyone responsible for their work and give everyone the authority to do what is right for the customer on the spot. Your employees are not children (I certainly hope not) and should be treated with respect, dignity, and love. Invest in them, give them whatever tools and resources necessary, and train each of them to potentially replace you in the future. Those who only hire down have small minds and will find their teams incompetent by default.