DOES PROVIDING EXCELLENT SERVICE MEAN TO BE CONSISTENT?
Before we can identify how to be consistent, we must first answer the question “Does providing excellent service mean being consistent?” My answer to this is yes and no, and here is why. Consistent is defined as not contradictory; uniform in thought and action.
Consider the definition for a moment in relation to customer service. It is important that clients develop a sense of business integrity, that they feel that the employee they are speaking to is knowledgeable, and that they feel that there is a sense of understanding and information sharing between departments. It’s also important that customers feel value every time they interact with you. In this regard, here are some areas where it is important to be consistent:
Processes and standards, which create a consistent first impression (i.e. greeting the customer, transferring calls, putting callers on hold, follow-up standards with emails, voice messages, general follow-up when we are working to find solutions, etc.).
Understand and execute policies (flexible policies and non-flexible policies).
Information exchange (it is important that the customer does not get an answer when it comes to employee A and a different answer to the same question when it comes to employee B).
Common understanding of the company’s customer service philosophies (and how to execute them on a daily basis during interactions).
Consider the Disney experience. Everyone knows the philosophy of customer service, each employee plays their part to provide an exceptional experience and every time you return to visit, you will have the same experience. Consistency is important.
Now we have to explore the other side. When should we not be consistent? Isn’t it great customer service to treat all customers exactly the same? Customers want to feel valued in their interaction and they care about how you are going to meet their needs in the moment, not how you are trying to meet everyone’s needs in the same way. After all, the intangible (motives) and the tangible needs of a customer are not the same. This is where we must use our business understanding and skills. The inconsistency really relates to your way of thinking and how you run. If you intend to treat everyone exactly the same, with the same responses, executing all policies in the same way, etc. you may ignore or miss what this client is saying right now (words, tone, body language). What is he asking for and, through questioning, why he is asking for it. The result will be a transaction versus an interaction, leaving the customer feeling undervalued.
Here’s something else to consider. Whether your company has formally done it or not, there are different ratings for your clients. Some of your clients may be long term, with many transactions, they provide feedback and referrals to your business. Other clients may have great growth potential within your business, and some may only do business with you once or twice a year. Are you going to treat each of these different customer groups in the same way? You want to apply different strategies to different segments to meet your different needs. Examples: if a customer has a dedicated account manager, how often and how they communicate, if a customer goes through the regular phone queue or has been assigned a priority line, return guidelines for higher volume customers vs. single purchase customers.
HOW IS CONSISTENCY GUARANTEED?
Determine the areas in which you want to provide a consistent experience.
Document your philosophies, standards, processes, and policies.
Train employees to have an initial understanding of what the philosophies, standards, processes and policies are AND WHY. Reinforce daily application through coaching and mentoring.
If you will have different strategies for different types of clients, document these and communicate what and why to the employees who will be responsible for execution.
CONCLUSION
Lay the foundation for a consistent experience by documenting your operation.
Enable “inconsistency” by treating customers as unique human beings.