Creating the Ultimate Customer Experience: You Are Only As Strong As Your Weakest Link

Companies are the chains that link customers to the products or services they want or need. Consider that each department in a company is a link on the chain. Now think of the departments in your own organization and the number of times a customer may encounter someone working in that department. Thinking of your organization in this way can only drive home the point that your company, franchise, store, practice, or organization is only as strong as its weakest link.

I am often called in to organizations to consult on customer service. Many CEOs will ask me to analyze what’s going on in their customer service departments and suggest fixes for the most common complaints about that department – employees with surly attitudes, the inability to manage angry customers, employee disinterest in the customer to name a few. What I am always amazed to discover is that quite often the problems have started long before the customer even gets to the customer service department. The problem has occurred with the weak link in the chain – the department or departments that are operating according to their own set of standards and policies.  The customer service department is usually the last resort for the customer who couldn’t find satisfaction elsewhere in the organization. Customer service is usually the dumping ground for all the unmet expectations of the customer, who has tried their level best to guide themselves through your process using the chain you have provided for them.  The customer often arrives in the customer service department annoyed, frustrated, confused, or angry. They rarely arrive here happy and  singing the praises of your organization.

Knowing that this department is the last stop for many customers, why is it that so many organizations are unwilling to invest in the recognition, training, and support of the people who handle the less-than-happy customer?

Here are a few key things to think about as you plan for the next quarter/year:

• Spend time listening to your customer service department. They know which departments are the weak link in your chain. Most organizations have several weak links.
• Do a thorough audit of your inter-departmental policies.  Pay close attention to those policies that require help or support from other departments in the organization.
• Coach your managers to be collaborative. Too often, passive aggressive behavior and sabotage ruin organizations that allow this type of culture.
• Mystery shop or survey your customers on a regular basis. Ask your customers how well you  deliver on all aspects of your operations – from marketing to customer service!

Do you have a plan in place for auditing your “chain”?

• Like what you read? Digg, Stumble or Tweet this post!
• Market Viewpoint …helping you see your business through your customers’ eyes.
• Follow Angela Megasko, president of Market Viewpoint on Twitter today! www.twitter.com/AngelaMegasko

Creating the Ultimate Customer Experience: Do You Want to be Right or Do You Want to Keep the Customer?

Millions of viewers tune in each weekday to watch the Dr. Phil show. This psychologist and author appeared on nationally syndicated television with his own TV program in 2002, and he continues to bring his own brand of pop psychology into homes across the country each weekday. Known for his witty comments, and amusing ways of expressing his thoughts, Dr. Phil often asks a conversation stopping question of the couples who appear on his show who are experiencing marital discord. I love the question because it literally stops the squabbling couples right in their tracks. He asks, “Would you rather be right, or would you rather be happy?”

As business professionals, we often deal with customers who can be demanding, difficult, and sometimes downright angry. Think about how you can apply the wisdom of Dr. Phil as you train your employees on the finer skills of dealing with difficult customers.

When an angry customer is in your midst consider taking the following action:

1. Stop what you are doing and focus all your attention on the situation at hand. Like a bomb, it has the potential to explode so focus and be careful.

2. Take a deep breath. This has a calming and centering effect on the employee who is being attacked.

3. Tell the employee to remind themselves that altercations present opportunities to discover not who is right and who is wrong in each situation but for finding solutions to problems that can lead to the creation of positive experiences for customers. Borrowing from Dr. Phil, the employee should ask themselves, “Do I want to be right, or do I want to keep this customer?”

4. Instruct the employee to ask what the customer sees as a reasonable solution to the problem. All too often, we are ready to give away the store when sometimes, all an angry customer is looking for is an apology.

5. Finally, let the employee know that they should always apologize for inconveniencing the customer. This is not an admission of guilt or blame in the problem, but an acknowledgment that, for whatever reason, the customer experienced some level of inconvenience. Saying, “I am so sorry you were inconvenienced by this,” in a very sincere manner can go a long way to calming down that irate customer and getting everyone in a space where problem solving can occur – and isn’t that where you really want to be?

So don’t shy away from those difficult customers. Use conflict situations to create positive customer experiences for your clients.

Do you have a favorite way of handling difficult customers? I’d love to hear about it! Leave a comment!

And in keeping with the spirit of Dr. Phil…..”Let me know how that’s workin’ for ya.”