"Customer Service.”

What does it mean anyway? (01/09)

We are all aware of the need to differentiate our businesses and to create sharp, potent marketing messages that compel potential clients to choose our business over a competitor. Yet, in the countless conversations that I have had with business owners on this very topic, there are words that make an appearance almost every time: “customer service” (with an adjective to qualify them).

There are a number of problems with the current thinking about ‘customer service’:

It is such an over-used term that it has become meaningless
With everyone professing to have superior customer service, how can it really be effective in inspiring new customers?
Because it is such a bland, broad term it doesn’t actually describe any of the key factors that your customers and prospects actually value.

So to be truly effective in describing why your ‘customer service’ is so desirable, you must refresh your thinking, dig a little deeper and re-define what it actually means to your market. By understanding your clients’ needs and wants, you can align all of your business activities to fulfil those needs and create marketing messages that really hit the bullseye.

I have conducted many customer surveys on behalf of my clients and it is interesting to see what their clients want when you start digging below the surface. Here are some practical examples of what clients from different businesses have specified as the most important factors in customer service:

Learning and development company: ongoing support, follow up, quality of presentation, presentation skills, professionalism, delivery on brief.

Recruitment company: personal attention, education, flexibility, quality of candidates, responsiveness, time frames, understanding of company, when to leave alone.

Manufacturing company 1: speed of delivery, understanding of the industry, responsiveness when questions need to be answered, keeping informed about delivery, fast turnaround in quoting and delivery, “to have any understanding of what matters in my business”, regular communication.

Manufacturing company 2: understand what is required, understand clients’ business, flexibility to negotiate, ability to create new products to meet requirements.

Service and maintenance company: promptness, regular communication, to operate without disrupting normal business activities.

Take the time to research your customers, listen to what they have to say and distil their messages. Customer surveys are highly recommended, however, ideally you should utilise someone from outside your business so you get honest feedback. Also, conduct them by phone so you can probe more deeply when required.

Once your research is complete, review your current marketing messages and ensure that the terms, language and content are what your prospects actually want to hear.

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