Do your teams know your customer well enough?

Understanding your customer and embedding that understanding into your business is the key to great customer service. These two things should always work hand in hand:

  • Know your customer in detail – and never stop getting to know them
  • Share that knowledge and understanding across your organisation, engaging your people and encouraging them to deliver the best service, every day.

How can you get to know your customer better?

There are lots of ways you can find out more about your customer and what matters to them. As part of National Customer Service week, the Institute of Customer Service has shared a range of ideas that companies can use to get under the skin of their customers. These include:

  • Being a customer for a day – select members of your teams to experience your business as a customer. They’ll bring back insights and thoughts to help you see how to do things better.
  • Invite your customers in – both B2B and B2C businesses can invite customers in to talk about how customer service is working currently and what can be done better.
  • How much do you know? Get your customer services teams – and your other teams to take a quiz to see how much they know about your customers and how you manage their journey.
  • Customer surveys – either by email, online or as part of the buying process, take a regular health-check with your customers to see what you can learn so you can make things better.

How do you engage your teams with good customer service?

The companies who regularly win awards for company service have it built into their culture. They look for people with the right attitude when they recruit and they embed a respect for the customer into their culture. They measure customer service standards and make service commitments that they hold themselves to.

  • Think ethics – it’s important to take an honest and ethical approach to customer service; to treat your customers the way you would like to be treated yourself.
  • Think emotion – make a connection with your customers. Reach out, be friendly, understand their needs, wants and desires. Making that emotional connection is good for your customer and good for your business.
  • Think ethos – what is important to your customer? What do they expect of you? How can you make sure you meet those expectations? How do you handle the times when you get it wrong?

What are you doing for your customers? What could you do better? If you need support with customer insight and employee engagement programmes, why not contact us today?

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