Use the ABCD system for excellent customer service
How to go beyond Call of Duty with customers
Every business understands the value of listening to customers, yet JUST listening is building a reputation for poor customer service. Each client has their own communication style to want to be heard and recognized. Do you want an example?
I recently went to a well-known grocery store and asked for a customer comment card. The vice principal handed me one and whispered, “We don’t like getting these because it means you’re not happy.” What a revelation!
I went to another grocery store and asked for a customer comment card and the manager’s response: “Hi everyone, does anyone know if we have a comment card? Has anyone ever seen a comment card?” No wonder that store has closed multiple locations !!! The comment I would have written is “your store sucks!” Literally! It smells like rotten food the moment you walk in. And if I ask clients in my seminars what their first impression is, that’s the same answer they give ME! Do you want to know something interesting? This same company just spent millions of dollars on a new ad campaign – a new singer singing a new song about how they’re getting better (no cleaner, where the money would have been better spent!).
When was the last time you collected information from your customers and created a noodlejam ™?
What exactly is noodlejaming (TM)? Bottom line … I believe customers can come up with creative solutions to customer service complaints if you can give them the tools to brainstorm.
Do you want an example? Ann Block came to see me with a common customer problem … and a solution!
“I buy paper towels on sale. I am not married to any brand. I tear off the wrapper, use it and three days later I realize this towel is worth buying. But how can I? I threw away the identity of the towels days ago . “Your creative solution? “Why not embed your logo on the towel and maybe the cardboard center?” GENIUS! Can you see how you have developed brand loyalty in a non-believer? And the costs to do that process are nominal for the profit made!
How do you start.
A = Attitude is the key. Change your mindset Change your mouth! Harvest with joy every complaint you hear. Encourage your entire staff to be open to hearing complaints as opportunities to brainstorm solutions.
B = Start at the top. Your staff will not participate in this new idea if they fear that:
Get reprimanded for bringing negative complaints to the table.
Feel this new process just means more work
We do NOT want more data … we already have too much.
That nothing is really going to be implemented anyway.
C = Commit to action. You must have some process to listen, take, create and act on the solutions you are harvesting. If consumers and staff see that “nothing is really changing around here”, their creative ideas will quickly come to a halt and all that will end will be more complaints … now internal AND external /
D = Dedicate yourself to honking the horn. If growing and improving your customer communication and action is really important to you, then dedicate someone in your office to be the “bird dog” of customer service awards. There are many out there. Make sure you have someone who is posting articles on your successes.
The Internet is changing everything. I would put a laptop in each store and allow IMMEDIATE feedback from each customer to go directly to the bosses’ ears. That way, it bypasses anyone who can choose its validity – endorse any policy. If the “boss” gets too many complaints about a certain issue, TAKE ACTION and change it; no need to conduct a survey or spend money on market research. YOU HAVE the answer directly from your client.
These are just a few ideas to get you started on your customer service ABCDs!