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Recently, a successful CEO asked my customer service consulting and training practice to help him solve a customer service challenge that his company was trying to solve.
On the other hand, his team was already great at the “smile” part of customer service. He has managed to assemble a phenomenal team that excels at engaging customers and creating an enjoyable experience when everything goes well. Feedback from customers was generally positive and internal operations went smoothly.
However, the CEO felt that the company lacked a solid strategy to deal with more complex situations. He asked me, “Is this what customer service is all about? Are we all just riding along and hoping our personalities carry the day?”
I told him that having great employees is definitely a key component to customer service success. You need to hire people who behave in a customer-friendly manner every day and who tend to show (and feel!) empathy.
But having a great team is only half the battle. Implementing systems and standards is also key to consistently delivering excellent customer service. Think of a standard as the “way” of the situation it deals with.
This can be as simple as defining the preferred way to cut the lime garnish so it’s easy for your guests to squeeze. (It’s easiest and quickest to cut the lime into pizza-like slices, but we recommend cutting the lime into wedges that are easier to use and squeeze.)
Similarly, standards can dictate how long a call should ring before being picked up.
Alternatively, a law firm may have standards for the range and lighting settings of magazines and other reading materials in client waiting rooms.
Or, more technically speaking, automotive service departments could set standards for recommended methods for securing lug nuts to wheels without over-tightening them.
Standards can be incredibly detailed. Consider custom drinks like Starbucks’ famous macchiato. The finishing touch is an intricate pattern of flavored sauces, which you’ll find at any Starbucks. Seven vertical lines and seven horizontal lines intersect two complete circles. Starbucks’ wooden stirrers are also standardized and sourced from a specific type of birch wood that does not alter the flavor of the coffee.
system essentially collection of standards. For example, the 10-5-3 order is used in various industries to outline how to interact with approaching customers. Approach the customer from 10 feet away, make eye contact and nod. Add a smile when you get within 5 feet. Greet others verbally from 3 feet away. Unless they don’t respond to your 5-foot smile. In that case, it’s best to respect the other person’s space and remain quiet.
Or (this is the system I will spend some time explaining), preset service recovery framework, A set pattern for interacting with dissatisfied, disappointed, dissatisfied, or angry customers is critical for almost every type of business.
If you don’t already have your own customer service system, here’s my MAMA service recovery method. It is inspired by the efforts of The Ritz-Carlton hotel company, but is intended to fit into a broader context.
Related: 7 things I discovered while working with top hotel brands
MAMA™ Method for Customer Service Recovery is a comprehensive four-step approach to dealing with service failures.
1. Make time to listen.
- Focus your full attention on your customers and avoid interruptions.
- Listen actively, using not only your ears but also your eyes and body language.
- only rear Allow your customers to voice their concerns and try to understand the specific issue that is bothering them.
2. We acknowledge and apologize for the following:
- Show empathy, acknowledge the situation, and offer a sincere apology if necessary.
- Even if it’s not your fault, express your regret for your experience.
- Use sincere words in your apology and avoid insincere or conditional apologies.
3. Exchange ideas:
- Try to fully understand your expectations.
- Collaborate to determine practical and acceptable solutions.
- Explicitly share the agreed upon solution and commit to what will be done and by when.
4. Take action! and follow up:
- Keep your promises and solve problems as promised.
- Provide any necessary follow-up to colleagues involved in the resolution.
- Contact customers to ensure they are satisfied.
- Perform postmortem analysis to identify patterns, systemic issues, and areas for improvement, and use this insight to improve future operations and training.
By following this method, companies can effectively deal with service failures and improve customer satisfaction.
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